Leadership Team

Dan Sondhelm
CEO

Dan Sondhelm is the CEO of Sondhelm Partners, a firm designed to help institutional investment managers, mutual fund and ETF firms, wealth managers and fintech firms attract investors, strengthen distribution and build brands through sales, marketing and public relations strategies.

Dan has been instrumental in helping boutique firms develop strong distribution programs and helping larger firms support and energize their sales teams.

Dan was nominated by MutualFundWire in 2009 as one of the Most Influential People in Fund Distribution for his guidance and perspective in helping companies grow. Dan also frequently contributes to the financial news media and presents or moderates at industry conferences and webinars.

Prior to establishing Sondhelm Partners, Dan was a senior partner and senior vice president at SunStar Strategic since 1990.

Dan earned an MBA from the Kogod College of Business Administration at American University in Washington, DC. He lives in Alexandria, VA with his wife Jenna, twin children Madeleine and Gabriel, and cat Remy.

Robert Mulligan
Distribution Strategies

Bob is dedicated to helping asset managers sharpen their competitive edge to reach new markets in pursuit of asset growth.

Bob’s successful history spans 25 years, most recently as President of Mirae Asset Global Investments and as GE Asset Management as Director of National Accounts. Bob led efforts with marketing, general counsel, finance, portfolio management, operations and product management to identify, develop and execute a cohesive strategy for new business opportunities.

He built a wholesaling sales force within the AEGON/Transamerica system for the wire-house/regional distribution channel on the east coast and hired, coached, managed performance, and established sales goals for the team.  He successfully grew the division of 11 wholesalers from $100M annually to $1B within 2 years.

Frank Serebrin
Marketing

Frank heads up Marketing at Sondhelm Partners. Frank helps asset managers and investment advisors increase leads, conversions, assets, and revenue with content-driven inbound marketing and social media. Frank focuses exclusively on the asset management industry and works with RIA, independent, wirehouse, and retirement plan distribution channels.

Frank has been a marketing distribution leader for top-tier intermediary-sold mutual fund families: SVP and Director of Marketing for ING Investment Management; VP of Marketing Communications for AIM Investments; head of Institutional Marketing for William O’Neil + Company; and AVP of Marketing for Dean Witter Funds. Frank, who has 30 years of financial services marketing experience, is an MBA graduate of Northeastern University in Boston, Massachusetts, and a graduate of the University of Minnesota with a BA in Journalism.

Aletha Royer
Digital Marketing

Aletha Royer leads our digital marketing strategies. She helps clients attract and retain customers through digital engagement programs across websites, email and social media. This strategy also supports the sales people helping them develop warm lists of targets to call on.

With 20 years in digital marketing, she helps our clients with email marketing automation, landing pages, social media advertising, and customer relationship management (CRM) integration. She also helps with search engine optimization (SEO) so your website can be found online and fixing online reputations when they need help. Most importantly, she focuses on the analytics that matter instead of vanity metrics.

Milin Iyer
Public Relations Director

Milin Iyer is a senior financial communications professional with expertise in positioning, public relations, and thought leadership. He has been helping financial firms attract investors and strengthen brand awareness since 2010.

He has a proven track record of placing stories in publications such as Wall Street Journal, Barron’s, Bloomberg, Investment News, Financial Planning Magazine, CNBC, Fox Business and more.

He has worked with asset managers, mutual funds/ETFs, registered investment advisors, and regional banks. Clients have described his work as critical to establishing their firms’ overall sales and marketing strategies, thus enabling them to quickly achieve elevated levels of brand recognition, and most importantly – increase assets under management.

Previously, Milin was a vice president at SunStar Strategic where he developed and managed public relations and communications strategies.

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