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Cetera Financial Group has filled a new top marketing role, seen as a needed stopgap at a time when independent broker-dealers are attempting to stanch falling revenue and reverse advisor momentum toward RIAs.
The industry’s largest IBD network tapped former Aflac Chief Marketing Officer Michael Zuna to develop resources to support advisors’ client research and bulk up the network’s recruitment pitch.
Zuna will also aid in efforts by Cetera to embrace the fiduciary rule amid many changes at the firm, according to President Adam Antoniades. In addition to an ownership shakeup and investments in compliance and...