Fidelity has appointed former Cofunds head of commercial Russell Lancaster as sales director.

Lancaster (pictured) will join Fidelity’s retail team in March and will be responsible for the development and delivery of Fidelity’s adviser strategy and managing its regional sales team.

Lancaster left Cofunds in June 2012 and joined insurer RSA as distribution director.

Lancaster (pictured) worked at Cofunds for 12 years, holding a number of roles including head of fund manager relationships, and helped drive the launch of an unbundled pricing model.

Lancaster will report to Ben Waterhouse, head of UK retail sales at Fidelity Worldwide Investment.

After less than a year at RSA Lancaster said he was glad to return to the advice sector.

‘The opportunity to join Fidelity and to lead the important work to help advisers grow their businesses is hugely exciting and I can’t wait to get started with the team, it’s good to be back in the industry,’ he said.