F2 Strategy Appoints CFO

The Wealthtech Firm Also Said It Promoted Martha Blenkush To Chief Of Staff.
Jay Halbert, CFO, F2 Strategy
Jay Halbert, CFO, F2 Strategy
Jeff Berman, Contributing Editor & Reporter, Wealth Solutions Report
Jeff Berman, Contributing Editor & Reporter, Wealth Solutions Report

Wealthtech firm F2 Strategy appointed Jay Halbert to the newly created position of Chief Financial Officer, it said Tuesday.

Halbert will oversee the growing company’s financial operations, including accounting, financial reporting, planning and analysis, and budgeting and banking relationships, F2 Strategy said.

Halbert joins F2 Strategy with more than 20 years of leadership experience across several industries.

Most recently, as Executive Vice President at global media company Alkemy X, he “honed his skills in strategic management and financial oversight,” F2 Strategy said.

Before that, he served as Senior Vice President at Northeast Building Products, President and Owner of MedX Operating Company and CFO at Comcast Spectacor.

“His extensive and diverse background renders him a significant asset to F2 Strategy as it diversifies its services within the financial services industry, particularly with its latest foray into marketing consulting,” according to F2 Strategy.

Martha Blenkush, promoted to Chief of Staff, F2 Strategy
Martha Blenkush, promoted to Chief of Staff, F2 Strategy

“I see this as a pivotal time to be joining F2 Strategy,” according to Halbert. “I’ve been watching keenly as they’ve expanded their services through acquisition and strategic hires. Taking stock of the industry today, it’s clear that F2 is poised to capitalize on gaps in the market,” he said. “We are beginning to see these efforts unfold, and I’m positive that my prior experience will be extremely additive to an already uber-talented team.”

Meanwhile, F2 Strategy also said it promoted Martha Blenkush to Chief of Staff. Since joining in August 2023 as Senior Manager of its integration management office, Blenkush has taken advantage of her industry expertise to incorporate F2 Strategy’s acquisitions into the organization and to “build cross-organizational connective tissue,” the firm said.

In her expanded role, Blenkush will serve as a communication conduit for F2 Strategy, overseeing areas including technology map strategy, acquisition integrations and organizational alignment with the goal of ensuring companywide efficiency.

Doug Fritz, CEO and Co-Founder, F2 Strategy
Doug Fritz, CEO and Co-Founder, F2 Strategy

The addition of the two new roles “underscores F2 Strategy’s commitment to strategic leadership and talent development, marking a new phase” of growth resulting from last year’s acquisition of consulting services provider Oakbrook Solutions in 2023, F2 Strategy said.

That expansion continued with the acquisition of SKY Marketing Consultants and the appointment of Jeremy Jackson as Chief Marketing Officer. Those moves followed the recruitment of Top Women Industry Leaders of 2024 – Consultancy Executive of the Year Laura Korbel as F2 Strategy’s inaugural President in 2023.

“Our growth and acquisition strategy makes it necessary to bring in talented executives with proven track records and deep experience in specific areas,” according to Doug Fritz, Co-Founder and CEO of F2 Strategy.

“Recruitment is such a vital part of what we do as we continue building the strategy and services firm this industry urgently needs,” Fritz said. “Martha has proven herself as an invaluable asset to our team, and I’m eager to see her excel in this new capacity. Jay’s wealth of experience and demonstrated success make him an ideal fit” for his role as CFO.

Jeff Berman, Contributing Editor & Reporter at Wealth Solutions Report, can be reached at jberman@wealthsolutionsreport.com.

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