Fund Marketer of the Year is awarded to individuals who have led innovative campaigns and/or strategies at their firms that contributed to measurable improvements in areas such as inflows, investor participation and market share.

David Master
, co-head of global marketing, Janus Henderson Investors

After Janus Capital Group and Henderson Global Investors merged last May, Master’s team was tasked with rebranding the combined firm.

Master led a redesign of the company’s website, which included a new blog and a new slogan: “Knowledge. Shared.” He also oversaw an ad campaign highlighting its perspective on broad industry challenges, such as the search for yield (See page Ad Campaign nominees).

To rebrand, Master had to merge the Janus and Henderson public relations, channel marketing, advertising and content teams to create a campaign that would raise awareness of the firm’s perspective.

Master also charted the expansion of the firm’s Portfolio Construction Services Team, which provides free portfolio analysis to clients. Data collected by the team informed Janus Henderson’s marketing and advertising efforts.

Karen McCafferty
, chief marketing officer, John Hancock Investments

Last year McCafferty focused on educating end investors and financial advisers about the benefits of its manager-of-managers approach and its exchange-traded funds.

She oversaw a print, digital and TV campaign called “Discover our different approach,” that reached more than 280,000 financial advisers and registered investment advisers — 76% of the total population. TV ads were seen one to two times per week, on average, the firm reported (See page Ad Campaign nominees).

McCafferty also made the strategic decision to deploy its thought leadership on different mediums, including a new website:, which provides economic and market commentary from the firm’s network of asset managers.

It had more than 250,000 unique visits in 2017, the firm reported.

Hancock also rolled out a weekly market data site for advisers and end-investors: There were nearly 13,000 unique visitors since its launch in June 2017.

McCafferty also built out a marketing analytics team to identify adviser preferences and business opportunities. Their analytics serve as the basis for wholesaler territory alignment and coverage, as well as for understanding trends, activity and engagement against segments. As a result, Hancock’s wholesalers are spending nearly two-thirds of their time with the highest-value advisers, up from 40% in 2016.

John McDonough, head of distribution and marketing, OppenheimerFunds

McDonough had deeper client relationships on his mind last year.

He tapped into newly acquired SNW Asset Management’s fixed income sseparately managed accounts to expand the firm’s footprint across all channels, and he helped form a joint venture with The Carlyle Group to provide global private credit strategies for high-net-worth investors.

HNW gross sales subsequently improved by $1.1bn over 2016, and redemption rates were down by 7.1%.

The firm partially attributes sales growth to sponsored content programs that McDonough and his team created with Forbes, The Washington Post and Golf Digest.

Monthly LinkedIn blogs were part of the effort to boost brand awareness.

OppenheimerFunds credits its advertising effort for sales growth. In April, McDonough’s team launched a multi-media campaign that featured a street exhibit. The campaign, called “Challenge The Index,” generated 8.9 million digital engagements, and 81% of the web traffic to its exchange-traded fund pages (See page Ad Campaign nominees).

OppenheimerFunds also expanded its international footprint under McDonough’s oversight. The firm opened a London office devoted to distributing its UCITS products across Europe, the Middle East and Africa.

McDonough also broadened the firm’s presence in the environmental, social and governance space. He was directly involved in the decision to create a head of sustainable investing position and oversaw the firm’s efforts to become a United Nations Principles for Responsible Investment signatory.

Stephen Tisdalle
, chief marketing officer, State Street Global Advisors

Tisdalle began working to reshape SSGA’s voice and public perception when he joined the firm in 2016.

Last year, he led the launch of four advertising campaigns, including the widely publicized Fearless Girl, which became a tourist attraction on Wall Street and traveled the country.

SSGA designed Fearless Girl to promote the firm’s commitment to gender diversity. Within three months, the statue generated 6.5 billion social engagements across six continents, including 780 million Instagram impressions. There were several thousand TV broadcasts about the statue, in addition to print and radio reports.

Tisdalle forged a partnership between SSGA and McCann, the ad agency behind Fearless Girl and the firm’s digital and print ad campaigns last year.

Another campaign, “Because _____ happens,” used evocative imagery and focused on geopolitical issues like Brexit and US congressional gridlock to promote the $269.4bn SPDR S&P 500 ETF (SPY). The campaign, which ran from February through December, generated 517 million impressions, including 187 million digital impressions.

“GLDilocks and the bear markets” played on the classic fairytale to highlight the $35.7bn SPDR Gold Shares (GLD) and the $18.1m SPDR Long Dollar Gold Trust (GLDW). The campaign generated 14.5 million impressions from October through the end of 2017 and led to a 41% improvement in client interaction with the firm compared to previous product-specific campaigns.