Merrill Varghese
- Role
- Senior Vice President Chief Digital & Customer Experience Officer Corporate Marketing at Cetera Financial Group
- Location
- Miami-Fort Lauderdale, FL, US
- LinkedIn followers
- 500 followers
About Merrill Varghese
I\'m a builder. And data is how I build. I sit at the intersection of data…
Experience
Senior Vice President Chief Digital & Customer Experience Officer Corporate Marketing
Dec 2017 — Present · San Diego County, CA, US
Recruited to lead and modernize enterprise-wide marketing, sales, and digital transformation integrating AI, MarTech, omnichannel demand generations, and data-driven media planning for the second-largest independent broker-dealer in the U.S.2025 Selected Highlights:Built and scaled a high-performing Demand Center, aligning AI-powered automation, lead scoring, and multi-channel engagement, resulting in a record-breaking $1.4B GDC pipeline-the largest in company history. Engineered an enterprise-wide marketing technology ecosystem, integrating automation, AI-driven segmentation, and real-time analytics, fueling $16.6B AUM pipeline contributions.Redefined omnichannel media strategy, integrating programmatic, CTV, streaming, and digital-first activation, increasing lead volume by 35.4% and GDC by 60% YoY.Developed AI-driven customer engagement strategies, including chatbots and predictive analytics, adding $84M+ in new business while optimizing customer lifetime value.Revamped the company\'s brand identity and go-to-market strategy, launching the Masterbrand & Growth Guarantee campaigns, leading to increased brand equity and market penetration.Leveraged data-driven insights to orchestrate marketing strategies, increasing qualified leads by 25% and contributing $706.5M to the pipeline.Launched an enterprise-wide Voice of Customer (VoC) program (featured in Forbes), translating customer insights into actionable revenue-driving strategies.Designed and deployed a real-time sales & marketing analytics infrastructure, enabling predictive lead scoring, pipeline velocity tracking, and AI-powered conversion optimization.Redesigned Cetera.com, transforming it into a high-conversion digital asset that attracts top-tier financial advisors and institutional partners.
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