"We are in the process of building out our brand."

Jody Harris-Stern Westchester Capital Management Director of Strategic Accounts and Investor Relations

Jody Harris-Stern, director of strategic accounts and investor relations at Westchester Capital Management [profile], recently talked with MFWire about the Valhalla, New York-based mutual fund shop's branding push. Westchester is best known for its flagship Merger Fund, which debuted in January 1989 and now has $5.3 billion in AUM, as of May 31.

"We're a very conservative event-driven manager ... We're one of the oldest in the space," Harris-Stern tells MFWire. "The Merger Fund has a brand itself."

The Westchester team is "trying to get our expertise showcased more," Harris-Stern says. They're doing media interviews and putting out educational pieces for advisors. Westchester is also working with a public relations shop, Buttonwood.

"We're now starting to get more involved with conferences," Harris-Stern adds.

Yet Westchester's "bread and butter is still the asset management side," Harris-Stern says. "We're an asset management shop, not a distribution shop." 

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