BARBARA L. MULHERN
Chagrin Falls,Ohio
Summary
Dynamic Managing Director with a proven track record at PNC Asset Management Group, driving strategic marketing initiatives and enhancing sales enablement. Expert in data analytics and project management, successfully led collateral redesigns and automation projects, significantly improving efficiency and client engagement. A collaborative leader committed to achieving exceptional results.
Overview
37
37
years of professional experience
Work History
Managing Director
PNC Asset Management Group
Cleveland, OH
04.2018 - Current
- Lead strategic marketing and communications team supporting PNC Asset Management Group including the Institutional Asset Management, Private Bank, Investment Office teams as well as PNC Capital Advisors, LLC; manage associated budget
- Responsible for the creation, production and management of standard collateral materials; creation of new materials and topical white papers; management of vendor relationships
- Currently reviewing brand including collateral redesign, website evaluation, redesign and implementation of web metrics/data analytics
- Currently building comprehensive sales enablement system in support of client advisors including establishment of monthly collateral aligned with line of business goals, creation of timely, actionable ad hoc collateral and client review materials
- Identify, design and implement various automation projects to improve efficiency, enhance accuracy and reduce time to market for marketing collateral as well as client review materials
Chief Marketing and Product Officer
OBS Financial Services, Inc.
Perrysburg, OH
04.2012 - 04.2018
- Member of leadership team responsible for setting strategic direction of company and executing on plans to grow assets under management, revenue and EBITDA
- Increased assets under management from $800 million in 2012 to $2.2 billion as of year-end 2017
- Responsible for marketing, product and technology areas
- Marketing: Overhauled brand including collateral development/redesign, website and messaging
- Product: Streamlined existing investment product offering and expanded into new products
- Developed multiple analytical tools including tools used internally for product development and analysis as well as client-oriented tools used in sales/prospecting situations
- Technology: Managed hardware/software redesign and upgrade of network
- Oversaw rebuilding of proprietary system to more current/stable environment
- Managed ongoing technology projects including defining scope, writing requirements/specifications and overseeing execution
Senior Vice President/Director of Investment Solutions
Key Bank, N.A.
Cleveland, OH
06.2006 - 04.2012
- Developed Wealth Segment’s model for delivering third party investment solutions to the ultra-high-net worth market (defined as net worth of $10 million and above), high-net worth market ($1 million to $10 million), and the retail brokerage market (less than $1 million in net worth
- Orchestrated product management, marketing, operations and technology to create the full range of investment offerings necessary to capture and serve these market segments
- Drove new business revenue through the expansion of current investment offering to include access to externally managed separately managed accounts, alternative investments, and structured products
- Recruited/managed professionals necessary to build investment management team to support investment offering and provide necessary guidance/education to existing portfolio managers
Senior Vice President/Director of Manager Research
National City Bank
Cleveland, OH
06.2004 - 06.2006
- Managed/led newly established Manager Research Group providing 'open architecture' investment services to Private Client Group and Sterling clients through the National City footprint
- Assets for unit grew from zero at 9/1/04 to more than $1 billion at 12/31/05 representing 60 client relationships with an average account size of nearly $16.5 million
- Responsible for defining all aspects of business unit including operations, legal, fiduciary risk/compliance and finance and managing staff of nine responsible for each of these functions
- Established and managed the due diligence process employed in identifying appropriate external money managers and mutual funds for use in client portfolios
- Performed wholesaling function throughout organization raising awareness of business unit among internal referral network and increasing cross-selling activity by working directly with business development sales team
- Participated in direct selling to strategic clients as necessary
- Member of senior management team setting strategic direction of wealth management investment services including target client criteria, services to be provided and responses to changes in competitive/market environment
Senior Vice President/Managing Director – Investment Counseling
Sterling, A National City Company
Cleveland, OH
12.1999 - 06.2004
- Founded and managed advisory services practice providing investment consulting services to clients on non-proprietary money managers and mutual funds
- Practice limited to providing access for asset classes in which National City did not provide proprietary management options
- Practice grew from zero to more than $50 million in assets from January 2001 through September 2003
- Responsible for portfolio analysis for Sterling Private Investments, Inc., a subsidiary of National City Corporation providing alternative investments, primarily hedge and private equity fund-of-funds, to high net worth clients throughout franchise
- Responsibilities included analysis of current and potential managers and sales/marketing of products through internal and external channels
- Responsible for unit’s marketing including collateral materials, print media and event planning
Senior Manager – Personal Financial Counseling Tax Practice
Ernst & Young LLP
Cleveland, OH
03.1997 - 12.1999
- Provided personal financial counseling services to executives and other high net worth individuals including cash flow, retirement, investment, estate, and company-benefits planning (including stock option planning)
- Participated in new business development for company-sponsored executive service programs, employee financial education programs and investment advisory services
- Provided financial education services to executives as well as large employee groups
- Asked to lead the Investment Advisory Services Steering Committee responsible for the development of the Investment Advisory Services practice, a relatively new service line at the time
Vice President, Wealth Management Group – Key Private Bank
KeyBank – Subsidiary of KeyCorp
Cleveland, OH
06.1988 - 03.1997
- Vice President, Commercial Banking Cleveland District – Society National Bank
- System Administrator – Society National Bank
- Commercial Credit Analyst – Society National Bank
Education
Masters in Business Administration -
Case Western Reserve University
Bachelor of Science - Economics
John Carroll University
Skills
- Strategic marketing
- Vendor management
- Data analytics
- Sales enablement
- Project management
- Team leadership
- Strategic partnerships
Education And Designations
- Masters in Business Administration, Case Western Reserve University, Weatherhead School of Management
- Bachelor of Science in Economics, John Carroll University, Graduated Cum Laude
- Certified Investment Management Analyst Licensee, 1999
- Certified Financial Planner Licensee, 1997
- NASD Series 7, 63, and 65 Licensee, Currently expired
Timeline
Managing Director
PNC Asset Management Group
04.2018 - Current
Chief Marketing and Product Officer
OBS Financial Services, Inc.
04.2012 - 04.2018
Senior Vice President/Director of Investment Solutions
Key Bank, N.A.
06.2006 - 04.2012
Senior Vice President/Director of Manager Research
National City Bank
06.2004 - 06.2006
Senior Vice President/Managing Director – Investment Counseling
Sterling, A National City Company
12.1999 - 06.2004
Senior Manager – Personal Financial Counseling Tax Practice
Ernst & Young LLP
03.1997 - 12.1999
Vice President, Wealth Management Group – Key Private Bank
KeyBank – Subsidiary of KeyCorp
06.1988 - 03.1997
Masters in Business Administration -
Case Western Reserve University
Bachelor of Science - Economics
John Carroll University
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