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Mutual Fund Marketing Specialists

The Job

In the increasingly competitive mutual fund industry, a confusing investor prospectus, a poorly-written Web site, or a downright boring social media presence can mean the difference between a mutual fund company attracting investors—or not. As a result, marketing specialists are playing an increasing role at mutual fund companies (or their service providers). Their duties vary based on the size of their employer, its investing practices and products, other factors, but most have the following responsibilities: 

  • creating fund prospectuses, brochures, fact sheets, Web site content (including social-media posts), e-mails, articles, white papers, mailers, infographics, and other marketing materials
  • developing and executing marketing campaigns and initiatives at various stages of the product lifestyle, including fund launches and investor retention campaigns
  • working closely with compliance, legal, and other departments, as well as design professionals, to develop marketing campaigns that target various demographic groups
  • conducting competitor and market research to understand industry and competitive trends
  • monitoring and reporting on the effectiveness of ongoing marketing programs
  • designing and updating the firm’s Web site and social media channels (LinkedIn, Twitter, etc.), as well as implementing strategies to drive traffic to these sites via search engine optimization and other approaches
  • creating and managing databases of current and potential investors and using customer relationship management software to interact with these groups
  • developing short- and long-term plans and budgets for the marketing department