The US asset management industry is the largest in the world with assets under management totalling over $50 trillion, double the size of Europe’s assets of between $26 – $30 trillion. With products so similar but audiences so different, each market requires a different approach and strategy.

In this week’s episode Twink is joined by Cynthia Holahan, Marketing Director of North America at Ninety One, and Gabriel Altbach, Head of North America at White Marble Marketing, to discuss the essentials of the US asset management industry and managing the need for localised campaigns for successful cross Atlantic marketing.


Themes covered in this podcast:

  • The major differences between the European and US markets
  • Industry localisation beyond semantics
  • The prominence of digital marketing as a visible strategic function for US asset managers
  • Trends and challenges for US asset managers
  • The slow progression of ESG in the US asset management industry

Cynthia Holahan is a financial services marketing and communications professional with more than 17 years’ industry experience. Prior to joining Ninety One, Cynthia held roles as Vice President, of OppenheimerFunds and Goldman Sachs where she was responsible for brand, digital and content strategy, innovative cross-channel marketing techniques and corporate strategy.

Gabriel Altbach is a well-recognised expert with over 21 years’ experience in the global asset management industry working predominantly in the US, with additional stints based in Italy and the UK. His experience spans a wide range of roles, from his start as a Financial Advisor at UBS (then PaineWebber), to serving as Global Head of Strategy and Marketing for Pioneer Global Asset Management and Amundi Asset Management.