Craig Lamson has joined Forward Funds, a group of four retail sub-advised mutual funds, where he will serve as the director of marketing. He will assume responsibility for marketing all of the company's products, which include, small-cap equity, growth and real estate funds.

Lamson said the position will be a challenge in that the company is developing many of its marketing efforts "from square one."

"We have to build a core set of materials and start building some value-added programs as well," he said. He would not say what those value-added' programs may include, but added that affinity programs may be part of those efforts.

Lamson previously served at Morgan Stanley Online, where he oversaw that company's fund supermarket business. He has also served at Soloman Brothers Asset Management, where he was a VP.

The 29-year-old executive said he was attracted to Forward, which is based in San Francisco, for its entrepreneurial spirit, but after working there for a week, said the environment is notably smaller than those where he's previously worked.

"I worked at some of the largest financial institutions in the world and this is definitely not that large - that's for sure," he said. For example, Morgan Stanley employed 12,000 financial advisors, he said. Forward Funds employs a total staff of 30.

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