Managing Director, Referral Programs

Overview

The Managing Director of Referral Programs will design, launch, and scale a firm‑wide referral and lead‑generation strategy - creating the operating model, incentives, governance, and technology enablement that drive measurable growth. This senior leader will deepen collaboration across business lines, streamline referral intake and routing, and ensure a consistent, compliant client experience. This role will be based in Dallas, TX | San Diego, CA.

• Define and own the Referral Utility vision and strategy, including objectives, scope, and success metrics.
• Build and implement the referral framework, integrating with existing channels and programs.
• Partner with Growth, Marketing, and business leaders to align lead generation, referral velocity, and campaigns.
• Develop strategies to increase referrals from CPA affiliates, professional networks, and bank partnerships.
• Activate referral opportunities within Cetera’s retirement plan participant base.
• Coordinate with Operations, Compliance, and Service teams to ensure smooth execution and regulatory adherence.
• Design incentive structures and goal-setting frameworks to drive adoption and performance.
• Track and report referral metrics through Quarterly Business Reviews; analyze performance and optimize.
• Serve as subject matter expert on referral best practices, compliance, and scalability.
• Drive measurable growth in qualified leads, conversion rates, and AUA/AUM inflows.
• Oversee CRM reporting and ensure data integrity, transparency, and timely dashboards.
• Lead and develop a high-performing team; coach advisors on referral best practices.
• Foster a culture of accountability, collaboration, and client impact consistent with Oneera values.
• Champion inclusion, challenge processes, and leverage data‑driven decision‑making to improve efficiency.
• Ensure risk controls, governance, and compliance throughout the referral lifecycle.
• Allocate resources effectively and mobilize organizational capabilities to deliver the full range of Cetera solutions.

• 15+ years of leadership in wealth management, private banking, or broader financial services.
• Proven success building and scaling referral or client acquisition programs in complex, multi‑channel environments.
• Experience leveraging large networks, strategic partnerships, and cross‑business synergies to drive growth.
• Strong executive presence; ability to influence senior stakeholders across diverse business lines.
• Deep understanding of client segments, advisor platforms (broker‑dealer and RIA), and applicable regulatory frameworks.
• Exceptional leadership, communication, and cross‑functional collaboration skills.

The base annual salary range for this role is $225,000 to $265,000, plus a competitive performance‑based bonus. Base annual salary depends on a wide array of factors, including but not limited to skill set, years and depth of experience, certifications, and location. Base annual salary may also differ significantly due to geography and cost of labor considerations.