Betashares positions for further growth via marketing chief hire

Yasmine Raso

Senior Journalist, Financial Newswire

23 February 2026

Exchange traded fund (ETF) specialist, Betashares, has signalled its intentions to further grow its brand and operations by appointing seasoned professional, Elaine Herlihy, as Chief Marketing Officer (CMO).

Herlihy joins the firm as it looks to continue its expansion into a ‘broader financial services business’, following its acquisition of financial education podcast Equity Mates and its managed accounts business merger with InvestSense to create Trellia Wealth Partners, as well as its continued efforts in superannuation and with its flagship online investment platform, Betashares Direct.

Her appointment comes as the ETF industry continues to experience strong growth, with three million Australians expected to invest in ETFs and funds under management (FUM) to surpass $400 billion by the end of the year.

Herlihy will spearhead Betashares’ brand, marketing, communications and educational functions across the firm’s client base of financial advisers, retail investors and institutional clients, focusing on further developing and enhancing its educational content hub to better support Australians’ financial goals and help them feel financially confident and secure.

“Elaine’s world class experience in building trusted, customer-focused brands makes her an excellent addition to our leadership team,” Betashares Founder and CEO, Alex Vynokur, said.

“We’re excited to welcome Elaine, as we strengthen our brand, marketing and communications efforts to deliver on our next phase of growth.”

Herlihy has over two-and-a-half decades of financial services and technology marketing under her belt, having enjoyed several senior roles at Westpac, OFX, PayPal and BT.

“Betashares has built a very strong reputation for making quality investing accessible and affordable for all Australians,” she said.

“It’s an incredibly exciting time to be in this innovative and fast growing organisation and team. I look forward to helping Betashares continue its growth and provide tools, insights, and education that empower people to make informed decisions and enjoy greater choice in their lives.”