Why Use a Third Party Marketing Firm?

Third Party Marketing

Why Use a Third Party Marketing Firm?


Question: Why should our hedge fund startup consider hiring a third party marketing professional over growing our own marketing skills internally.

Answer: While growing your own knowledge and skills relating to hedge fund marketing and sales is always important there are many reasons to consider employing a third party marketing firm. Below is an explanation from the Preqin Hedge Fund Investor Guide.

“Hedge fund managers primarily hire third party marketers as the hedge fund manager specializes in managing the investment portfolio, not creating relationships with investors and increasing assets under management. Some managers can employ more than one third party marketer at any one point in time, and can hire specific firms to focus on specific geographic regions or investor groups.”

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Third Party Marketer Definition

Third Party Marketer Definition


Third Party Marketer Definition | What is a 3PM?I often get questions from hedge fund startups and career-seeking professionals on what a third party marketer is, and how their businesses operate. Today I was reading through the Preqin Hedge Fund Investor Review book and found this definition which may be helpful:

Third party marketers provide consulting services to hedge fund managers who need assistance from experienced marketing professionals. These third party marketing firms, also known as third party distributors, will employ seasoned marketing and sales professionals who look to raise assets for hedge funds through their relationships with investor channels. This will include groups such as institutional investors, brokers, financial advisors and high-net-worth individuals.

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Hedge Fund Training Course | CHA Designation Program

Hedge Fund Training Course


Hedge Fund Training CourseBelow is a short interview just conducted with popular private equity writer Theo O'Brien.

Theo: What is the Chartered Hedge Fund Associate (CHA) program?

The CHA Designation program is an online hedge fund certification program sponsored by the Hedge Fund Group (HFG) starting in 2008.The CHA Designation is a two part program. Level 1 helps participants gain a comprehensive base level of knowledge about the hedge fund industry. Level 2 allows participants to specialize within a niche area of the industry such as marketing and sales, due diligence or analytics.

Theo: What do graduates from the CHA program receive, as in what are the benefits from taking the program?

For a list of the benefits from completing the program please see this page: http://chadesignation.org/CHA-Designation-Benefits.html.

Our program also benefits hedge fund startups and sub $100M hedge fund managers. Here is how: http://chadesignation.org/How-To-Start-A-Hedge-Fund-Startup-Benefits.html

Theo: How is this program connected to the Hedge Fund Group (HFG) and who decides what goes on the exam?

The Hedge Fund Group (HFG) sponsors the CHA Designation and created it in 2008. There is a team of 5 professionals who have developed and maintain the designation and they are aided by an advisory board of approximately 55 professionals who work at hedge funds, fund of hedge funds and prime brokerage/auditing firms.

Theo: Where are classes held? New York? How much do they cost.

The CHA Designation is offered 100% online and tuition is $599 or $499 if you register within the first 24 hours of registration opening. The program and exam may be taken from anywhere in the world as long as the individual has a reliable internet connection. Last year we had participants from Hong Kong, UK, US, Canada, India and China.

Theo: So the CHA Designation program is really international and not based within the Manhattan or any one location for that matter.

Yes that is correct.

Theo: How well known is the program? Have mainstream media outlets interviewed your team?

To some extent we have been covered. We have not graced the cover of the WSJ or any large American newspaper but we have been picked up by the Financial Times, Alpha Magazine, Institutional Investor and Job Search Digest. Most of these stories were ran in interview form. The Financial Times was the most thorough, we spent over 4 hours speaking with them and that doesn’t count their inquiries to actual participants within the program as well.

Theo: Is there anything else you want to mention here before we end this interview?

Only that registration opens only twice a year and one of those days is today, January 15th, 2009. We have much more information on our website: http://chadesignation.org/ and you may register on our site here: http://chadesignation.org/Register-For-CHA-Designation-Program-Exam.html

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Family Office List | List of Single & Multi Family Offices

Family Office List

List of Single and Multi Family Offices

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Family Office Directory | Directory of Family Offices

Family Office Directory

Directory of Family Offices | Release

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Marketing Hedge Funds in 2009

Marketing Hedge Funds

Hedge Fund Marketing in 2009


Hedge Fund Marketing in 2009The right pedigree, strategy and track record is no longer a guaranteed recipe for success in raising or retaining of assets. More so than ever both hedge fund startups and established hedge funds are distinguishing themselves from similar strategies by marketing not only their track record and pedigree but also their operational, portfolio and regulatory infrastructure.

Funds that fail to address the growing concern over fraud, mismanagement, operational and regulatory risk may miss out on the opportunity to attract the billions of dollars of capital that has left the industry and may well be reallocated in 2009. Like it or not the perception of the new world investor is that infrastructure and performance are directly connected.

To be well positioned in 2009, hedge funds must address an investor’s growing concern over operational and regulatory risk. This new level of scrutiny will increase the importance of effective and documented operational and regulatory risk management. Responding to a potential investor’s increasing desire for full transparency will be paramount.

Even if a fund’s AUM is small it can still improve its marketing position with investors in a cost effective manner by communicating a clear, transparent and customized plan to strategically mitigate risk as assets grow. Noted below are just some of the minimum “high risk” areas a successful hedge fund should focus on no matter its size or strategy:
  • Portfolio management, investment guidelines, trade allocation, trade errors, best execution;
  • independent and verifiable valuation policies and procedures, and for illiquid securities, strong consideration to the creation of a valuation committee;
  • personal trading policies and procedures, processes and controls; and
  • contingency planning and business continuity.
The tangible benefits of a robust operational and regulatory infrastructure for both start-up and established hedge funds:
  • Marketing edge;
  • increase investor’s perception of value in management;
  • discover unknown risks to mitigate losses;
  • maximize absolute returns;
  • streamline investors’ due diligence process; and
  • increase the likelihood of success in retaining and raising new assets.
Gary Mair is Principal of Fund Advisor, LLC. A former General Counsel, CCO and Executive to two leading alternative asset management firms. Mr. Mair advises start–up and established hedge funds on operational and securities law matters relating to fund formation, pre-launch marketing, due diligence, infrastructure, best practices or benchmark operational and regulatory processes and controls. For more information about us, please visit our web site a www.hfundadvisor.com or contact Mr. Mair directly at 203-653-7159.

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Jobs at Hedge Funds | Interview

Jobs at Hedge Funds

Jobs at Hedge Funds | Interview


A few weeks ago I conducted an hour long interview with JobSearchDigest.com. Below is the result of this discussion written up by their team:

_______________________________


Richard Wilson is a hedge fund consultant, author of two books, The Hedge Fund Blog Book and Rainmaker, and the founder and publisher of HedgeFundBlogger.com, one of the most visited websites covering the hedge fund industry.

Richard and four other professionals have also established the Chartered Hedge Fund Associate (CHA) Designation. The CHA Designation is the only certification program designed exclusively for professionals who work in the hedge fund industry or for wealth management and service providers who would like a better understanding in order to serve hedge funds as clients.

We caught up with Richard recently to get his views on the industry and the prospects for those seeking hedge fund jobs.

What is your professional background?

I went to Oregon State University for my undergrad degree in business. I helped a European currency foreign exchange hedge fund out of Germany and Denmark do leading indicator trading research. That was my first experience in the industry, while I was still in college, working for them on a part-time basis.

When I was done with that degree, I attended the University of Portland, and earned an MBA in finance. At that point, I was working for a risk consulting firm. So we reviewed risk processes for a variety of different groups, and analyzed their risk controls and what they had in place. That helped me later on when I was working with hedge fund managers. Basically, a hedge fund manager is just managing risk. Many times, people make the mistake of shooting for 20%+ returns. When a shrewd investor sees that they often ask, at what risk did you get that return? Are we going to get hammered the next time you try to take the same risk?

After that, my other experience was in capital raising. I helped raise capital from institutional investors, for a South African fund of hedge funds. And I also worked for a consulting firm for several years that provides outsourced marketing to investment managers, including fund of funds and hedge funds. Our pitch to clients was basically, “We have years of marketing experience. We have thousands of contacts with investors. Don’t hire a marketing professional. Hire our firm, and you can outsource your entire marketing department to us.” Hedge fund managers are so busy, they’re always trading, meeting with their traders and focusing on operations. It’s difficult for them to find the time to do the marketing work.

What changes have you seen in the job market for hedge fund professionals?

Many hedge funds that were expanding, as recently as two or three months ago, including large groups like Citadel, but also small groups in the $20 to $50 million range, are now waiting to see what happens because their performance is slightly negative and they’re not sure how that’s going to affect their marketing.

A lot of funds are still outperforming the average fund, but many are wondering, with the new presidential administration, and the SEC probably taking action after such a large retraction, how some new regulations might hinder the industry from growing as quickly as it in the past. I think a lot of people are playing the wait-and-see game, both with their money, in terms of allocating the cash, but also in terms of allocating to new positions. The only exception to that is probably in the marketing and sales area. There are some hedge funds which have positive performance and so they are optimistic about what that is going to do for their marketing. They are very hungry to bring on new marketing and sales professionals to take advantage of their track record and really get the word out.

What sort of background do you need for a hedge fund marketing job?

Generally if a firm is hiring for hedge fund marketing jobs, they want you to have hedge fund marketing experience. Sometimes people are willing to take on somebody who’s green to the financial industry and move them up the learning curve. But it’s not too common, and you won’t be paid nearly as much, because you’ll need to get your security exams and have your license in place. You need to learn the lingo and how everything works. It takes six months to get you productive instead of two months, if you’ve already been in the industry.

Even if you are working in a marketing function, do you still need to be licensed?

It depends if you’re working for an external marketing firm, which is quite common today, or if you’re working inside a hedge fund. Some funds and hedge fund consulting companies that work in the marketing space are more strict about that than others. It comes up fairly often as part of the job interview discussion and it can be a barrier to entry for some folks.

To be licensed, you have to be sponsored by a broker/dealer. So it’s kind of a Catch 22 in terms of having to get licensed but not having a job yet. A lot of times you have to wait until you get hired.

Is this still a good time to be looking for a job in hedge funds?

I think if you really want to work in the industry then it’s always a good time. And you should be working as hard as you can. If you’re passionate about it, you should never stop. And if you’re not that passionate about it, then maybe you shouldn’t even try in the first place. It’s really competitive, and the first two or three years will probably be relatively tough in terms of compensation and trying to find positions.

There are people who say, “I want to work in the hedge fund industry. Period.” They identify the 2-3 positions they are most interested in. Then they commit to contacting 100 firms that offer those types of services or strategies. These people will probably get a job. It’s always a good time if you’re really passionate and really want to get in.

To learn more about the CHA Designation please visit http://CHADesignation.Org.


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