Franklin Square taps Aldrich as CMO

Franklin Square, a Philadelphia-based alternative investment funds manager, has named Berta Aldrich as its chief marketing officer. Most recently, Aldrich worked at Vanguard where she served as head of marketing strategy.


PHILADELPHIA, PA – January 12, 2014 – Franklin Square today announced it has hired Berta Aldrich to serve as the firm’s Chief Marketing Officer. Ms. Aldrich joins the firm after spending the last 10 years with Vanguard, where she held executive positions in marketing strategy and planning, loyalty operations and investment education.

“Berta is a highly respected marketer and educator in our industry and we are delighted she has joined Franklin Square,” said Michael C. Forman, Chairman and CEO, Franklin Square. “Berta will help us further strengthen our position as a leader in alternative investments and our support for client and investor education programs.”

In her most recent position as Head of Marketing Strategy for Vanguard, Ms. Aldrich led the channel marketing efforts for the growth and expansion of its $1 trillion dollar Financial Advisory Services division. She previously served as Department Head of Vanguard’s Acquisition and Loyalty Marketing Operations, Marketing Executive to the Institutional Full-Service Retirement division and Head of Investor Education and Program Development. Before joining Vanguard, Ms. Aldrich had a 13-year career at the Principal Financial Group.

“Franklin Square is a leader in providing individual investors access to alternative investments historically reserved for large institutions,” commented Ms. Aldrich. “I am excited to join such an innovative, dynamic firm and a team that places such great emphasis on investor protection, client care and civic engagement.”

In 2013, Ms. Aldrich was named among Gramercy Institute’s 20 Rising Stars in Financial Marketing. She holds an MBA with honors from St. Joseph’s University and a BA in Finance from Iowa State University. Ms. Aldrich is a member of the board of directors for Camphill Special School and is a previous board member of the Mutual Fund Education Association.

About Franklin Square
Franklin Square is a leading manager of alternative investment funds designed to enhance investors’ portfolios by providing access to asset classes, strategies and asset managers that typically have been available to only the largest institutional investors. The firm’s funds offer “endowment-style” investment strategies that help construct diversified portfolios and manage risk. Franklin Square strives not only to maximize investment returns but also to set the industry standard for best practices by focusing on transparency, investor protection and education for investment professionals and their clients.

Founded in Philadelphia in 2007, Franklin Square quickly established itself as a leader in the world of alternative investments by introducing innovative credit-based income funds, including the industry’s first non-traded BDC. The firm managed approximately $13.6 billion in assets as of September 30, 2014. For more information, please visit