(E*Trade stock prices, analyst comments included in this update.)NEW YORK ( TheStreet) -- E*Trade Financial ( ETFC) shares were falling in furious trading Monday, after the company named a new CEO and announced plans for a reverse stock split. E*Trade named a Steven Freiberg its new CEO, choosing the former head of Citigroup's ( C) global consumer group to fill the role after months of indecision, according to a press release. Freiberg, 53, will start at E*Trade on April 1 and will join the online broker's board of directors. He will succeed interim CEO Robert Druskin, who took over the position from former head Don Layton after his contract expired in December. Druskin, also a former Citigroup executive, will remain as E*Trade's chairman of the board.
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