Merrill Lynch has appointed Casey Franz as its head of platforms and capabilities.

Franz will lead the wirehouse’s digital transformation strategy, according to Merrill. She succeeds former head of digital Kabir Sethi, who left Merrill to join LPL Financial in April.

The 11-year Merrill veteran will report to chief operating officer Kirstin Hill and partner closely with Christian Kitchell, chief experience officer for the firm’s wealth management businesses.

“We are continuously investing in and advancing our digital capabilities to surpass the expectations of clients and advisors,” Hill said in a statement. “Casey’s experience and track record leading transformative initiatives make her the ideal person for this role.”

Franz joined Merrill in January 2011 as director of wealth management credit and banking products and was most recently managing director of operations optimization, according to her LinkedIn profile.

In April, Merrill president Andy Sieg said the wirehouse’s clients are looking for a combination of “high-tech” and “high-touch” service from their advisors, as reported.

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