After nearly 18 years with J.P. Morgan, DeLuca is now responsible for developing the marketing plan for the firms retail distribution business in North and South America.
While the 22nd-largest ETF provider by assets might have chosen a ticker such as LOL or YOLO for its Global X Millennials Thematic ETF, it opted for the much more staid MILN.
All of the women selected in this year's Money Management Executive's Top Women in Asset Management Awards are bona fide leaders and innovators, actively seeking solutions to the market, regulatory and operational challenges facing firms.
Out of the 72 ETFs created this year, most either have an overly complex design or track a trendy (yet less than substantive) theme.
Not every ETF launch works. But a team effort and a compelling idea can make an ETF a success in an industry where a handful of dominant firms and smaller players compete aggressively for assets.
As the mutual fund universe becomes more crowded and the strategies offered to investors become more complex, fund managers are under pressure to further differentiate themselves and their brands from the competition. One way to stand out is to make investor and financial intermediary education a key element of any communications plan to drive brand awareness and asset growth.