"We're probably going to be ramping up more of a customized, targeted approach in the way that we're doing marketing, more than we've ever done before," Scott Benjamin
, executive vice president and head of product and marketing at PGIM Investments
], tells MFWire
| Sheri Taylor Gilchrist|
Global Chief Marketing Officer
Last month Benjamin hired Sheri Gilchrist
, a BNY Mellon alum, as PGIM Investments' first ever global chief marketing officer.
Benjamin describes Gilchrist as "really deep into digital, IT, data" and highlights Gilchrist's international experience. Rick Studer
, national sales director for PGIM Investments' RIA consultant division, sees Gilchrist's strengths being of particular importance to his team.
"The key is to reach the right buyer at the RIA, with the right content at the right time. That's often being done manually by us , by my team. That's hard to scale," Gilchrist tells MFWire
. "Sheri's expertise digitally is going to help us tremendously, and the air support of the brand."
Benjamin adds that Gilchrist "really fit the culture of PGIM," which he describes as collaborative, not cutthroat.
Hiring Gilchrist, Benjamin says, meant "fulfilling a gap that was created by growth." PGIM Investments' parent, PGIM (the multinational asset management arm of Prudential Financial), has more than $1 trillion in AUM, and PGIM Investments has more than $90 billion in mutual fund AUM.
Looking forward, Benjamin expects to add staff "more around the digital area" as well as internationally. Yet he has no immediate hiring plans for now.
"Sheri's got to get her feet wet," Benjamin says.
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