Main Responsibilities of a VP of Brand Partnerships at BlackRock
Ruthie, BlackRock's VP of Brand Partnerships, leads US iShares brand partnerships, focusing on strategic collaborations—"aligning on various different partnerships"—with financial and non-financial brands to expand audience reach and achieve marketing and business objectives faster than through internal efforts alone; this involves assessing current marketing gaps and identifying synergistic partnerships to fill them.
Brand Partnerships, Marketing, Strategic Partnerships, Business Development, Financial Services
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
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Job Functions
Traits
Ruthie Heller
VP of Brand Partnerships
BlackRock
Yeshiva University
N/A
Communications
Finance (Banking, Fintech, Investing)
Communication and Marketing
Took Out Loans, Student Athlete
Video Highlights
1. Ruthie's role involves leading brand partnerships for iShares, BlackRock's ETF brand, aligning partnerships with business and marketing objectives.
2. A key aspect is identifying brands (financial or non-financial) that can help iShares reach a wider audience and achieve marketing goals more efficiently.
3. Her work is strategic, focusing on partnerships to address marketing gaps and accelerate progress towards business objectives, with the choice of partners varying based on yearly goals and timing
Transcript
What are your main responsibilities within your current role?
I lead brand partnerships for the US iShares brand at BlackRock. iShares is the ETF brand under BlackRock, and brand partnerships falls under marketing.
Our current focus is on aligning on various partnerships that align with our brand. These can be with other financial or non-financial brands.
We form partnerships based on our business and marketing objectives. This is especially true in areas where we may be lacking. Partnering with another brand can expose us to a wider audience that we might not reach through our own channels.
This is a strategic position because we constantly refer back to marketing and business objectives. While our existing plans help us reach certain goals, new or far-reaching goals can be achieved faster and more efficiently through brand partnerships.
A lot of my current focus is on one potential partnership, though there will be others throughout the year, depending on the time of year and our annual goals.