VP Institutional Marketing

CHRISTIAN D. LARSEN

*************@*****.***

**** *. ******* ***** **** 917-***-****

Littleton, CO 80123

SUMMARY

Institutional marketing and strategic business executive with 23 years of financial services industry experience. Creates processes, procedures and organizational structures that support sales and marketing efforts. Develops, articulates and implements business and marketing strategies. Hires, leads and motivates teams of marketing and sales professionals. Utilizes multiple strategies to increase sales and raise firm, business and product awareness. Leverages firm-wide resources to enhance business efficiency and effectiveness. Builds organizational consensus towards achievement of key objectives.

PROFESSIONAL EXPERIENCE

Janus Capital Group – Denver, CO (October 2008 to October 2011)

Vice President – Institutional Marketing

Developed and implemented business, sales and marketing strategies for Janus Capital Group (JCG) and its three operating subsidiaries, including INTECH, Janus and Perkins Investment Management.

• Identified business strategies and developed sales plans that included territory maps, opportunity pipelines, significant active leads, associated consultants, and associated marketing strategies and campaigns.

• Drove end-to-end execution of sales and marketing campaigns including market segmentation and supporting rationale, development and distribution of messaging, and campaign reporting.

• Built focus product plans that assessed marketability of key products and included peer group comparisons and market trends analysis.

• Oversight responsibility for institutional thought leadership platform.

• Refined firm and product presentations and developed business consensus on messaging.

• Developed product specific performance-based advertising and distributor advertising for JCG.

• Secured and managed speaking opportunities at top tier institutional conferences.

• Managed the institutional marketing budget. Reduced marketing expenses by 50% during 2009. Managed 2010 marketing budget within $1000 of goal.

• Developed e-based distribution strategies. Linked intelligence gathered from marketing campaigns to the sales reporting system to facilitate marketplace segmentation and lead qualification.

• Management responsibility for three marketing professionals.

• Received “2009 Partnership Excellence Award” from the institutional leadership team.

New York Life Investment Management (NYLIM) – New York, NY (June 2006 to September 2008)

Director of Business and Marketing – Institutional Sales (September 2007 to September 2008)

Appointed to lead the institutional business in addition to continuing to direct the institutional marketing effort. Assumed interim management responsibility for six sales professionals through March 2008 and two relationship management professionals through January 2008.

• Established sales goals for active, quantitative and alternative strategies.

• Negotiated with the sales team to redefine sales coverage responsibilities and resolve territory ambiguity.

• Negotiated selling agreements with NYLIM subsidiaries and established sales processes. Incorporated third-party consultant research to support rationale for commission structures and sales goals.

• Chaired weekly sales meetings attended by institutional sales, central marketing and relationship management teams and executive management.

• Developed business strategies that identified focus product areas, obstacles to success and required resources. Articulated business results, business strategy and supporting rationale in regular quarterly operating review meetings with the NYLIM CEO and CFO.

• Provided rationale for subsidiary re-branding and oversight of the re-branding process as chair of a cross-firm implementation committee.

Director of Institutional Marketing (June 2006 to September 2008)

Developed and implemented marketing and business strategy. Managed seven marketing professionals and directed centralized marketing resources towards establishment of a best-in-class institutional marketing platform.

• Oversight responsibility for all aspects of marketing on behalf of the institutional business, including marketing strategy, marketing communications and thought leadership development, events management and conferences, web casts, RFP’s, web site and advertising.

• Received PR Week award for “2007 Best Marketing Campaign in the Finance Category” for 130/30 campaign.

• Recruited six marketing professionals and established marketing processes and procedures necessary to support the institutional sales effort.

• Streamlined the RFP process by effectively leveraging firm resources and adopting new technologies and processes.

Merrill Lynch Investment Managers – Princeton, NJ (March 2001 to June 2006)

Director/Vice President – Institutional Marketing

Developed a multi-faceted marketing communications program for the institutional business utilizing multiple strategies, including marketing communications, public relations, web site development, conferences and thought leadership.

• Worked with product specialists, portfolio managers, institutional sales and senior management to develop and refine product presentations, thought leadership and other marketing materials for fixed income, quantitative, equity and alternative strategies.

• Developed and implemented public relations strategy for the institutional business. Organized media events and oversaw development of press releases. Wrote media event presentations on behalf of executive management that described business strategies that capitalize on key institutional market trends (i.e. pension reform, liability-led investing and portable alpha).

• Coordinated advertising strategy development. Managed an outside agency through creative development.

• Produced white papers and special reports, and advertorials for Institutional Investor special sections that raised the visibility of thought leaders and key product capabilities.

• Directed project management, editorial, internal/external design and e-business resources towards successful completion of projects. Managed two marketing team members.

• Oversaw development of plan sponsor and consultant newsletters, and distribution of these communications via targeted email campaigns.

• Completed Merrill Lynch Global Leadership Development Program.

• Promoted to Director – January 2006.

Zurich Scudder Investments – New York, NY (April 1998 to March 2001)

Vice President/Assistant Vice President – Offshore Funds Marketing Group

Established offshore mutual funds marketing communications platform, driving the development of a complete line of marketing materials and web site content.

• Developed presentations, corporate and product brochures, tactical fund overviews, newsletters, fund fact sheets and an interactive CD. Conducted extensive research to continuously generate sales ideas for 29 equity and fixed-income mutual funds.

• Worked closely with the group’s Investment Strategist to produce timely overviews of trends in global financial markets and economies.

• Promoted to Vice President in January 2000

AEW Capital Management, L.P. – Boston, MA (November 1995 to April 1998)

Associate/Analyst

• Managed production of RFPs and developed marketing materials for institutional real estate strategies.

• Wrote articles for publication in trade magazines and newspapers, including National Real Estate Investor, the Journal of Pension Plan Investing and the Boston Business Journal.

• Responded to media commentary requests and consultant questionnaires.

• Prepared press releases, annual and quarterly reports, and profiles of new investments.

• Wrote and maintained all content for the AEW Website (aew.com)

PaineWebber Properties – Boston, MA (July 1992 to November 1995)

Investor Services Representative

Wrote and edited quarterly and annual reports, general correspondence and news releases for real estate and biotech strategies. Responded to inquiries from Limited Partners and brokers.

Pioneering Services Corporation Boston, MA (March 1988 to June 1992)

Work Flow Coordinator - Priority Inquiry Department – (July 1991 to June 1992)

Supervised and trained staff. Provided technical support and delegated assignments to priority representatives.

Priority Inquiry Representative – (March 1989 to July 1991)

Provided written responses to inquiries relating to fund and account performance on behalf of Executive Officers. Furnished account information to the IRS, SEC, NASD and other regulatory agencies.

Mutual Funds Correspondent and Editor – (March 1988 to March 1989)

Provided written responses to broker/dealer and shareholder inquiries.

EDUCATION

Marist College, Poughkeepsie, NY

Bachelor of Arts. Major: Communications with journalism concentration.

Licenses & Certifications: Series 7 & 63. CAIA Candidate.

Hobbies & Personal Interests: Snowboarding; Music

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