Marketing always fascinated Susan Theder — even more than investment management — though she became a financial adviser in 1989. Senior marketing roles at Fidelity Investments and Pershing led to a position of chief marketing officer at Cetera Financial Group, and eventually at Advisor Group, where she managed successful rebrands.

Ms. Theder is proud of innovative programs, such as enabling advisers to execute multiple, customized and authentically-voiced marketing campaigns and connect with prospective successors.

“I like to bring something to life that didn’t exist before,” she said.

As an advocate for women professionals, Ms. Theder leads Advisor Group’s Women Forward initiative, sits on the firm’s Women’s Advisory Board, and has helped launch a funding program for training women advisers. Her advice to female advisers is to take calculated risks when warranted.

“Women may prefer their comfort zone, but we must learn to trust ourselves and not fear failure. Go big or go home.”
— Vanessa Drucker