On the heels of hiring a new chief marketer, Forward is embarking on a marketing campaign this fall to spread the word about its alternative mutual fund products, according to Paul Schaeffer, managing director, Strategy & Thought Leadership at Forward.

Schaeffer told Money Management Executive that his firm is looking to start its marketing efforts next month with online, trade pubs and non-traditional pubs. “We’ve been expanding our marketing efforts over the past year with rebranding and redesigning our site,” he said.

“We wanted to make sure we had the leadership in place with Shaunda [Toomasson] to expand our marketing. She has good experience in the intermediary area.”

Shaeffer also added that the firm will be expanding its blogs and social media strategy via Facebook, LinkedIn and Twitter.

However, he declined to further comment on the departure of former president Jeff Cusack, saying only that the firm is currently looking to replace his position.





Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.