Corporate Roundup: Equitable Names CMO, MissionSquare Appoints Strategic Programs Head
This week’s corporate roundup features executive moves and strategic hires across the financial services landscape. Equitable named Greg Boosin as chief marketing officer, while MissionSquare appointed Max Hamm to lead strategic programs. Securian Financial promoted John Heshelman to CIO, SBA welcomed Andy Clonts as senior benefits consultant, and The Standard elevated Melissa Oliver-Janiak to AVP of Total Rewards and HR M&A. Edelman Financial Engines added Michael Liersch as chief planning officer, and RISR partnered with The American College of Financial Services to boost advisor education for business succession planning.
Equitable Names CMO
Equitable this week announced the appointment of Greg Boosin as chief marketing officer. He will report to Nick Lane, president of Equitable, and join the company’s Operating Committee.
“Greg is a dynamic and proven marketing leader in the financial services industry, with experience delivering measurable go-to-market strategies and driving growth across multiple verticals,” said Lane. “His strategic mindset and deep marketing expertise will further strengthen our brand, as Equitable continues to meet clients where they are — offering trusted guidance and innovative solutions to help them navigate their financial journeys with confidence.”
In this role, Boosin will lead all aspects of Equitable’s marketing strategy to support its Retirement and Wealth Management businesses, focused on accelerating business growth, deepening client engagement and increasing brand awareness. He has more than two decades of experience in the financial services industry, most recently serving as executive vice president of Global B2B & Product Marketing at Mastercard. During his nearly 20-year tenure with the firm, he built and led a global team across four business units and five regions, overseeing lead generation, sales enablement, client acquisition and go-to-market strategies. He also held senior leadership roles at Mastercard spanning marketing strategy, investor relations and merchant sales.
Boosin assumes the chief marketing officer role from Connie Weaver, who joined Equitable in 2020 to launch and build its brand in the market. Weaver has a distinguished marketing career spanning more than four decades, having held senior leadership positions at TIAA, The Hartford, AT&T and Microsoft. Following her planned retirement from Equitable, Weaver intends to remain active by sharing her expertise on advisory boards and working with early-stage companies as a strategic marketing advisor.
“Connie’s expertise and leadership were instrumental in transforming the marketing organization to support business growth and significantly increased Equitable’s brand awareness as a leading provider in the retirement and wealth management industry,” said Lane. “We wish Connie the very best as she embarks on her next chapter.”
MissionSquare Appoints VP and Strategic Programs Head
MissionSquare has named Max Hamm as vice president and head of Strategic Programs.
In this newly created role, Hamm will oversee MissionSquare’s enterprise-wide efforts to guide the scoping, evaluation, and execution of strategic projects. He reports to Drue Holloway, chief strategy officer at MissionSquare.
“We are thrilled to welcome Max to our growing strategy team at MissionSquare,” said Andre Robinson, chief executive officer and president of MissionSquare. “Max’s breadth of experience and innovative approach to transformation will be instrumental as we continue to shape our strategic direction and deliver quality service, investments, and technology to all our customers.”
Hamm joined the team on June 23 from McKinsey & Company, where he most recently served as an engagement manager in the Wealth and Asset Management and Insurance practices. During his time at McKinsey, he co-led research efforts for the firm’s retirement practice, which focused on understanding consumers’ shifting needs in the wealth accumulation and decumulation journey across the evolving retirement ecosystem. Prior to McKinsey, he held various roles at The Carlyle Group and KPMG.
In this newly created role, Hamm will manage MissionSquare’s portfolio of enterprise-wide strategic initiatives, working closely with teams across the organization to identify and prioritize growth efforts that align with MissionSquare’s long-term goals.
He joins an expanding strategy team at MissionSquare, which has been a focus for the company over the past several months as the organization looks to continue its growth and momentum in the market. In late 2024, MissionSquare appointed Holloway as the new chief strategy officer and most recently hired Josh Hsu as vice president and head of Firm Strategy.
“As we continue to drive our growth and expansion efforts, Max will play a critical role in ensuring MissionSquare’s strategic initiatives are effectively prioritized and aligned with our strategic goals,” added Holloway. “Max brings to our team a great depth of experience in the industry and in transformation efforts that will undoubtedly support his success in this role and our growth as a company, and we are excited to have him on board.”
Hamm is based in Northern Virginia. He holds a bachelor’s degree in business administration from the George Washington University School of Business. He also holds a master’s degree in business administration from the University of Chicago Booth School of Business.
Securian Financial Taps CIO
Securian Financial has promoted John Heshelman to vice president and chief investment officer (CIO).
Heshelman reports to Suzette Huovinen, Securian Financial’s senior vice president for Institutional Retirement Solutions and the president of Securian Asset Management, the company’s asset management subsidiary.
As CIO, Heshelman is responsible for setting the overall investment strategy and policies for portfolios managed by Securian Asset Management. His primary focus is on Securian Financial’s general account—which holds the company’s assets and is used to pay policyholder claims and benefits—and separate accounts holding the invested assets of policyholders’ variable life insurance and annuity contracts.
Heshelman also provides investment market and portfolio insights to Securian Financial leaders, including the company’s board of directors.
“John Heshelman’s talent, depth of portfolio management experience and familiarity with our company, our customers and our investments has earned him this promotion,” said Huovinen. “I am excited to be working with him to support the investment needs of Securian Financial and our customers.”
Heshelman joined Securian Financial in 2021 as the head of private credit, a role in which he’s grown and managed a multibillion-dollar portfolio for Securian’s general account and third-party clients.
He previously worked as a senior portfolio manager for the State of Wisconsin Investment Board and spent 15 years with asset management company PPM America in a variety of positions, including senior managing director of private placements.
Heshelman earned a bachelor’s degree in business administration and a master’s degree in accountancy from the University of Wisconsin-Madison. He holds the Chartered Financial Analyst (CFA) designation.
SBA Welcomes Senior Benefits Consultant
Strategic Benefits Advisors, Inc. (SBA) is bringing in Andy Clonts as director and senior benefits consultant.
In this role, Clonts will be responsible for driving business growth while leveraging his experience in employee benefits strategy, healthcare navigation and client engagement to deliver solutions to SBA’s expanding roster of clients.
Clonts brings more than 25 years of leadership in the human capital and employee benefits space, including senior roles at Alight Solutions, Bright Horizons and Aon Hewitt. His background spans strategic sales, benefits administration and the development of market strategies for Fortune 500 employers. Most recently, Clonts led growth and solution development efforts for Bright Horizons’ Education Advisory Services, helping employers close workforce skill gaps through education benefits.
Before that, Clonts served as senior vice president of strategic solutions sales at Alight Solutions, overseeing cross-functional teams focused on health navigation, compliance services, retiree benefits and more. His results-oriented leadership helped reshape Alight’s client engagement model and consistently exceed revenue targets.
“Andy is a dynamic leader with deep industry knowledge and a client-first mindset,” said SBA founding principal Mindy Zatto. “His strategic thinking and proven ability to deliver results will help propel SBA’s continued growth as we support clients through today’s complex benefits landscape.”
Clonts earned a bachelor’s degree in management from Valdosta State University.
The Standard Promotes HR Leader
Standard Insurance Company has promoted Melissa Oliver-Janiak to assistant vice president of Total Rewards and HR M&A Strategy.
In this expanded leadership role, Oliver-Janiak will continue to shape and implement the strategic direction of total rewards programs at The Standard — including compensation and benefits. She will also establish and lead a new sales compensation team as well as assume formal responsibility for all human resources work related to mergers and acquisition strategy.
“Melissa’s deep expertise, strategic vision and collaborative leadership style continue to positively influence our human resources functions and broader enterprise initiatives,” said Susan Bruechner, vice president and chief human resources officer at The Standard. “Her ability to deliver results while fostering strong partnerships makes her the ideal leader for this critical role.”
Since joining The Standard in 2014, Oliver-Janiak has held human resources roles focused on benefits and compensation and worked as employment counsel on the company’s legal team for three years. Most recently, she served as second vice president of Total Rewards.
Oliver-Janiak earned a bachelor’s degree from Stanford University and a juris doctor degree from Harvard Law School.
EFE Appoints CPO
Edelman Financial Engines (EFE) has appointed Michael Liersch as chief planning officer, effective August 29.
In this newly created role, Liersch will lead the firm’s strategic agenda around financial planning, advice, and solutions, evolving the firm’s offering to respond to the dynamic needs of clients. He will report directly to CEO Jay Shah.
“Many people think money management is just about dollars and numbers—but it’s really about emotion and trust. That makes it inherently behavioral,” shared Jay Shah, CEO of Edelman Financial Engines. “Michael’s expertise at the intersection of planning, advice, and solutions, combined with his behavioral finance background and a unique perspective on the human side of money, makes him an exceptional fit. His leadership will be instrumental in helping us fulfill our purpose and to realize our vision of being the financial planning firm.”
As chief planning officer, Liersch will drive collaboration between investment management and the teams responsible for planning, educational content, and advanced advice. The role is distinct from the firm’s recently announced President, Ralph Haberli, who will focus on business channel growth and operational excellence.
“What drew me to Edelman Financial Engines is its keen awareness that money decisions are deeply intertwined with people’s hopes, fears, and dreams,” said Liersch. “Having grown up in a household where every dollar mattered, I understand firsthand how financial uncertainty can shape one’s relationship with money. My experience instilled in me a deep belief that financial planning isn’t just about figures—it’s about dignity, opportunity, and peace of mind.”
Liersch most recently served as the head of Advice & Planning at Wells Fargo. He holds an AB in economics from Harvard University and a PhD in cognitive psychology from the University of California, San Diego.
RISR Partners with The American College of Financial Services on Specialized Education
RISR this week announced a strategic partnership with The American College of Financial Services, to enhance how financial advisors serve business owner clients.
As part of the collaboration, financial advisors who complete The College’s Business Succession Planning Certificate Program will receive complimentary access to a business insights report from RISR.
“Advisors working with business owners are in a unique position to influence outcomes that directly impact retirement, legacy and generational wealth,” said Jason Early, founder and chief executive officer of RISR. “This partnership with The American College of Financial Services puts the right resources in their hands—specialized education and technology-enabled insights—so they can step confidently into their role as planning leaders during critical transition moments.”
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