Ladan Massir

Ladan Massir is an accomplished marketing executive with over 15 years of experience leading strategic marketing initiatives across financial services, telecommunications, and retail sectors. As Head of Advisor Marketing at Cetera Financial Group since 2018, she oversees the vision, strategy, and implementation of high-impact marketing programs that drive organic growth, client acquisition, and business development for thousands of financial professionals nationwide. Prior to Cetera, Ladan held various roles at Petco, including Director of Go-to-Market Strategy and Manager of CRM and Customer Strategy. At Petco, Ladan was responsible for implementing omni-channel marketing campaigns, optimizing marketing spend, and managing large budgets.

Ladan is known for transforming complex business challenges into scalable, measurable marketing solutions. At Cetera, she has launched and led several proprietary platforms that are redefining how advisors market and grow their practices. These include GrowthLine, which is a commercial transformation strategy to enhance an advisors’ brand identity and digital visibility; MarketingCentral, an integrated turnkey platform that delivers personalized client and prospect engagement; and LeadEngine, a lead generation solution that directly connects advisors with investors actively seeking financial guidance. Collectively, these tools have positioned Cetera at the forefront of advisor-centric marketing innovation.

Throughout her career, Ladan has built a reputation as a strategic, collaborative leader with a passion for innovation. Her expertise spans a broad range of disciplines including digital marketing, brand strategy, lifecycle and CRM marketing, go-to-market planning, content strategy, and performance analytics. Prior to joining Cetera, she held senior leadership roles where she led multi-channel campaigns, customer experience strategies, and new product launches across both domestic and international markets.

A natural connector of people, ideas, and technology, Ladan thrives at the intersection of creativity and results. Her ability to lead cross-functional teams, develop high-impact marketing ecosystems, and empower advisors with tools that deliver real business outcomes has made her a standout in her field.

Ladan holds a Bachelor of Arts in Sociology and Communications from the University of California, Davis, and an MBA in Marketing from the University of Phoenix.