Financial Services (and Marketing!) Guru
As co-founder and chief operating officer of asset management firm IndexIQ, which is based in Rye Brook, Gregory Bassuk has built an innovative and highly successful marketing program, resulting in the company’s growth from only one mutual fund in 2008 to 12 today. Amid the financial crisis, investors began to demand alternative strategies with more transparency, liquidity, and diversity, and with less risk and cost. So, under Bassuk’s leadership, IndexIQ brought to market the industry’s first set of liquid alternatives, and through his creation and implementation of unique marketing campaigns that used multiple media, he positioned IndexIQ as a pioneer in liquid alternative investments.
He used digital and print campaigns to educate investors, and even reached out beyond corporate clients to investors on the street so that these individuals would know about the kinds of alternatives he provided.
“Greg Bassuk is driving innovation in the exchange-traded funds [ETF] industry by bringing hedge-fund strategies to investors in easy-to-access liquid and transparent vehicles,” says Managing Director Phil Bak of Global Index and Exchange-Traded Products, NYSE Euronext. “Greg is thorough in his approach and is breaking new ground in the finance community.”
Bassuk has received numerous awards and recognition for these achievements. In April, he was named one of only four “Fund Marketers of the Year” industry-wide at the 2012 Mutual Fund Industry Awards, and his work also helped IndexIQ earn such awards as Best Alternative Investment ETF Manager from the ETF Express Awards in 2011 and 2012, Most Innovative ETF and Most Innovative Index at the Closed-End Funds & Global ETFs Forum in 2010, and Morningstar’s 5-Star Rating in 2011 for the firm’s multi-strategy mutual fund.
It would appear, then, that Bassuk’s either a finance guy wearing a marketing hat, or the other way around. In reality, he’s both. With a diverse and unique combination of professional experience—did we mention he has background as a successful businessman, lawyer, entrepreneur, and financial-services executive?—and current roles, Bassuk is well suited to do, well, just about anything.