Reserve Funds is looking to fill the vacancy left by last week's departure of Jason Shank. Shank had been brought on as vice president of retail marketing about four months ago.

Eric Lansky, director of marketing, had created the position to foster the firm's retail business. Lansky's own experience has centered on institutional marketing, notably during his tenure with Schwab. Since Reserve is trying to expand into the retail market, Lansky wanted to bring on somebody with appropriate experience.

Reserve is launching a revamp of its consumer and advisor Web sites next Wednesday. The redesign is intended to provide better resources for both, but will particularly enhance the retail market.

The new marketer will be expected to use the internet as part of a comprehensive strategy, but Reserve is not focusing on this ability in its search.

"I think somebody with a financial services retail background should have some internet experience," said spokesman Dwayne Doherty.

While the enhanced new Web site is the cornerstone in Reserve's plans, there will be more coming down the road. What, exactly? That will be determined by the future vice president of retail marketing.

According to Doherty, Reserve's campaign falls short of a branding effort. He said, "It's a more prominent branding of what our current brand identity is."

Lansky, who will head the search himself, is also covering the duties in the interim. Doherty said that Reserve will not turn to the services of an executive search agency.

MutualFundWire readers may recognize Shank as a former managing editor on our site. 

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