Securian Financial Group has named Siddharth “Sid” Gandhi to the newly created, tech-centric position of chief strategy and customer engagement officer.

In this new position, Gandhi will make data-driven investments to enhance customer experience and increase brand awareness, according to the company. Gandhi, who has been with Securian since 2010, previously oversaw Securian’s enterprise digital strategy, covering web, mobile and data analytic capabilities.

“The financial services industry is changing rapidly, and engaging with end-customers—the people who purchase our financial products through advisors, brokers and other distributors—is critical," Gandhi says in a statement. "I am honored to lead our increased focus on end-customers while continuing to recognize the important role our channel partners play in meeting their needs.”

Gandhi will report to Chris Hilger, Securian’s president and CEO.

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