Reserve Funds has found its new director of marketing. The New York City-based firm known for its money market offerings hired Cynthia Trowill Plehn to fill the post created last Spring. Her mandate will be to raise the firm's awareness, especially with retail investors.

The Big Apple fund firm has been seeking a marketing head since Eric Lansky was promoted to senior vice president in February. Soon after that promotion the firm decided to split the sales and marketing responsibilities as part of an effort to go after the retail market. Lansky retains the title of director of sales.

Plehn was most recently the director of marketing at Credit Suisse Asset Management. At CSAM she was responsible for marketing to institutions, intermediaries and consumers. Prior that service, she was at American Express.

Reserve wants to raise the visibility of its funds, especially of its line-up of subadvised equity products. For many, the Reserve name is synonymous with money market funds, a concept that helped launch more than thirty years ago.

The firm has tried a number of creative marketing efforts to reach advisors with word of its sub-advised funds. Altogether, Reserve manages roughly $16 billion in 16 money market funds and seven sub-advised funds.  

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