There are many ways to learn about marketing and private equity. One way to obtain hands-on experience is to create a marketing campaign for a made-up product, or even a PE fund, and then pitch it to your friends or family. Ask your business teacher for some tips on creating an effective marketing strategy. You can also talk with marketing professionals about their careers. Almost every organization has some sort of marketing department or position, so a quick survey of your friends and family will probably allow you to identify a marketing contact that you can interview. LinkedIn is also a good place to find potential information interviewees. Following groups such as Hedge Fund, Private Equity & Alternative Investments Sales, Marketing & Investor Relations Group will introduce you to the PE industry and provide some interview leads.
If you’re in college, consider attending the American Marketing Association (AMA) International Collegiate Conference to participate in professional development opportunities, competitions, and networking events. You can meet with potential employers to ask questions about a career in marketing. Visit https://www.ama.org/events/conference/2020-ama-international-collegiate-conference for more information.
Successful private equity firms are known for providing strong returns for their limited partners (and healthy profits for partners). But with many PE firms generating strong returns these days, competition for investment funds is increasing. A positive message about the firm’s track record, managing partners, and available funds provides PE firms an edge over their competitors. As a result, marketing specialists are playing an increasingly important role as they help PE firms convey this information to potential and current investors (e.g., high-wealth individuals, funds of funds, pension funds, insurance companies, and family offices).
Duties vary for marketing specialists by the size of the firm and other factors, but most have the following responsibilities: