Edelman Financial Services says it has tapped Letha Steffey, a former marketing executive at ADT Security Services, to take on the role of chief marketing officer for the wealth management firm — which has some 163 financial planners and roughly $21.7 billion in assets.
Steffey has more than 15 years of marketing experience, including roles at Hallmark (2000-2009), AMC Theatres (2010-2016) and ADT (2016-2018).
“Letha’s understanding of consumers and putting them first will help our firm continue its mission of reaching as many people as possible with personalized financial planning to help them achieve their goals,” said Ric Edelman, founder and executive chairman of Edelman Financial, in a statement.
As senior vice president of Marketing Strategy and Advertising at ADT, Steffey led marketing strategy, advertising, traditional and digital media, brand development and management, affinity partnerships, research and consumer insights, and marketing analytics for the security firm. This work included the launch of the brand campaign Feel Safe, which focused on residential security.
“We welcome Letha to the team,” said Edelman CEO Ryan Parker, in a statement. “Her strong leadership skills and expertise in focusing on clients’ needs, combined with her proven ability to elevate the consumer-to-brand experience, will further enable our firm’s focus on educating investors about the value of personal financial planning and investment strategies that help prepare them for the future.”