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Cetera Hires Former Fidelity Executive as Head of Corporate Strategy

Cetera Financial Group, one of the nation’s largest networks of independently managed broker-dealers, announced that Scott Baker, CFA, CFP, has joined the firm as head of corporate strategy.

According to Cetera, Baker is responsible for identifying, developing, and monitoring comprehensive strategic initiatives that provide growth opportunities across the firm. He will work closely with key internal and external business partners to design and implement a comprehensive portfolio of corporate growth opportunities that align with Cetera initiatives and support corporate goals.

“As we look to the future for Cetera and our financial professionals, Scott’s leadership driving our corporate strategy will be instrumental to long-term success,” said Adam Antoniades, chief executive officer at Cetera Financial Group. “Scott’s diverse background as a 30-year wealth management professional is perfectly suited to complement the growth momentum we have established. We welcome Scott and look forward to his many impactful contributions that will help propel Cetera through its next phase of growth.”

“I am honored to join a high-powered and talented team of professionals and look forward to defining a corporate strategy that drives results in support of Cetera’s growth goals,” Baker said. “Cetera is positioned extremely well in the marketplace, and I appreciate the opportunity to lead an important corporate function at an exciting time at Cetera.”

Prior to joining Cetera, Baker was president and chairman of the board of directors for Fidelity Personal Trust Company, where he led all aspects of the bank-regulated business unit. Prior to Fidelity, he held leadership roles at Citigroup, Morgan Stanley, and Goldman Sachs. He earned a bachelor’s degree in finance from Babson College in Wellesley, Massachusetts and an MBA from the Tuck School of Business at Dartmouth College.

Baker’s appointment represents the latest key personnel addition at Cetera, which recently appointed Daniel Burkott as chief compliance officer for Cetera’s tax channel. The firm also recently appointed Marten Hoekstra to the Cetera board of directors and named Michael Molnar head of corporate development.

Cetera Financial Group, which is owned by Cetera Holdings, serves more than 12,000 independent financial professionals and their teams, including tax professionals, banks, and credit unions in providing financial planning and wealth management services. Cetera oversees more than $505 billion in assets under administration and $213 billion in assets under management, as of March 31, 2024.

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