Michael Zuna, former head of marketing for Petco Animal Supplies and AFLAC, has been hired as chief marketing officer at Cetera Financial Group, Cetera announced Monday.

Zuna will be in charge of developing marketing strategy, brand development and digital and social media marketing. He will be responsible for developing a closer integration of marketing, digital lead generation and advisor recruiting efforts, Cetera said.

Prior to joining Cetera, Zuna served as senior vice president and chief marketing and digital officer of Petco, where he had oversight of all marketing, e-commerce and brand-building activities for the company. Prior to that Zuna served as senior vice president and chief marketing officer of AFLAC Inc., where he was responsible for brand-building activities, including all marketing of the AFLAC Duck. He also was responsible for the creation of AFLAC’s One Day Pay initiative.

“Hiring Michael Zuna is the next logical step in our long-term strategy, which builds on the success we've achieved in creating an advice-centric experience standard for our industry,” says Adam Antoniades, president of Cetera Financial Group. “Michael has insights on how to leverage both digital and traditional marketing strategies to connect on a deeper level with our business and consumer audiences.”

His experience with ”marketing-driven support of AFLAC’s more than 70,000 insurance agents and brokers make him well-suited to spearhead our plans to more seamlessly integrate marketing, digital lead generation and advisor recruiting.” Antoniades adds.