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First Allied Hires Former LPL Marketing Exec

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Independent broker-dealer First Allied Securities of San Diego said Tuesday that it has tapped Marissa Fox-Foley to become senior managing director of marketing.

The veteran marketing executive—who was with LPL Financial (LPLA) from 2008 to 2012—now reports to Robert Holcomb, president of First Allied Wealth Management. She will have oversight of all marketing and brand communications functions at the firm.

Marissa Fox-Foley“I will help broadcast the First Allied story with digital, print and social media and build out the financial advisor marketing with the excellent team we have in place,” said Fox-Foley (left) in an interview with AdvisorOne. “I’ve known the management for some time and have been impressed by First Allied’s growth and its strong identity. Now, I have the opportunity to … develop and enhance the brand image, its public relations and its story.”  

While at LPL (also based in San Diego), the marketing veteran helped the IBD win a 2012 Digital Marketer of the Year award given by Bloomberg and Brand New Media. Fox-Foley previously worked with Wechsler Ross & Partners, a marketing agency that serves investment management firms.

“We are delighted to welcome Marissa Fox-Foley, a marketing leader in the independent broker-dealer space who brings an unparalleled track record of success in building award-winning marketing platforms that support the growth of independent advisory practices,” said Holcolm in a statement.

First Allied, which is privately held, has close to 1,000 advisors. In 2012, its revenue totaled about $233 million, with the average fees & commissions per advisor at $293,000 and average assets per rep at $29 million, according to Investment Advisor’s 2013 Broker-Dealer Reference Guide.  

“The continued expansion of our firm and the advisor businesses we support underpins our ‘First in Growth’ message to the marketplace,” Holcomb said. “Marissa will play an integral role in shaping and carrying this message forward.”

In late April, First Allied Securities hired Richard Whitworth to head the firm’s Business Consulting Group. Prior to this role, Whitworth had been responsible for strategy and execution for TD Ameritrade (AMTD) Institutional’s practice-management unit and had been with LPL Financial’s Advisory Consulting Services and Business Consulting groups.

Recruiter Jonathan Henschen named First Allied one of five independent broker-dealers that had “changed the game” in the industry in an AdvisorOne piece he wrote in March.  “By developing a [fee-based] platform consistently centered on a single target market (accredited investors and wealth management), First Allied has brought a focused approach to wealth management which makes them uniquely important,” Henschen wrote.

Read 5 IBDs That Changed the Game on AdvisorOne.


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