Ric Edelman Ric Edelman

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.”

Edelman went into business in 1987. It serves about 35,000 individual and family clients out of 43 offices nationwide. It also provides 401(k) plans and institutional investment management for businesses.

Two months ago, Ric Edelman joined with the Bipartisan Policy Center to launch the new “Funding Our Future: A Campaign for America’s Retirement Security” initiative to reignite the debate among consumers and policymakers about Americans’ retirement security by raising consumer awareness.

Members now include The Aspen Institute Financial Security ProgramBPC Actionthe Employee Benefit Research Institute, Prosperity NowUnidosUS and the Women’s Institute For A Secure Retirement.

— Check out Ric Edelman to Advisors: Your Advice to Clients Is ‘Fatally Flawed’ on ThinkAdvisor.