Cetera Financial Group is continuing to lure away executives from competitors. Its most recent hire was Schwab’s managing director, Mark Palmer.

He is expected to join the Los Angeles based firm as a national sales manager, the company said Wednesday.

In his new role, Palmer, 44, will oversee all aspects of Cetera’s advisory services in sales and training. He will report to Barnaby Grist, the company’s executive vice president of wealth management, who was also hired from Schwab in February.

Grist, formerly senior managing director, strategic business development, at Charles Schwab Advisor Services, led that firm’s program to help advisors go independent.

In February, it was announced that Grist will report to Valerie Brown, Cetera's chief executive officer. Brown said in an interview earlier in the year that the group plans to focus on hybrid products, allowing clients to choose whether they want to pay fees or commissions. Now, Grist will lead this initiative.

Most recently, Palmer spent four years with Schwab on the business and consulting side. There, he provided registered investment advisors with services like strategic planning, client service models and business investment strategies. Prior to this move, Palmer serves as a senior vice president of marketing and strategy for Wells Fargo private client business where he supported the needs of high net worth clients.

“Mark has a rich background with proven results in helping advisors succeed in financial services and he’s been extremely successful throughout, starting as an advisor, leading Wells Fargo’s private client efforts and helping establish RIAs and accelerate their growth,” said Grist. “He will bolster the already-impressive resources that we offer to help our advisors develop and strengthen their client relationships.”

Cetera serves 5,000 independent financial professionals and more than 700 financial institutions.