F2 Strategy appoints Jay Halbert as Chief Financial Officer

Firm bolsters leadership team with the addition of Halbert and promotion of Martha Blenkush to chief of staff
BusinessWireApril 17, 20245 min

F2 Strategy, a leading wealth management technology services company, announces the hiring of Jay Halbert to the newly created chief financial officer (CFO) position. Halbert will assume a pivotal role in overseeing the entirety of the rapidly growing company’s financial operations, including accounting; financial reporting, planning and analysis; and budgeting and banking relationships.

Halbert brings a wealth of leadership experience, amassed over 20 years in various industries. Most recently, as executive vice president at global media company Alkemy X, he honed his skills in strategic management and financial oversight. Previously, he was 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.

“I see this as a pivotal time to be joining F2 Strategy. I’ve been watching keenly as they’ve expanded their services through acquisition and strategic hires,” said Halbert. “Taking stock of the industry today, it’s clear that F2 is poised to capitalize on gaps in the market. 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.”

Halbert’s appointment is concurrent with the promotion of Martha Blenkush to chief of staff. Since joining F2 Strategy in August 2023 as senior manager of its integration management office, Blenkush has leveraged her deep industry expertise to successfully incorporate F2’s acquisitions into the organization and to build cross-organizational connective tissue. In her expanded role, she will serve as a vital communication conduit for the firm, overseeing critical areas such as technology map strategy, acquisition integrations and organizational alignment to ensure companywide efficiency.

The addition of these two new roles underscores F2 Strategy’s commitment to strategic leadership and talent development, marking a new phase of significant growth resulting from the acquisition of consulting services provider Oakbrook Solutions in 2023. This expansion gained further momentum with the more recent acquisition of SKY Marketing Consultants and the appointment of Jeremy Jackson to the role of chief marketing officer. These strategic moves also follow on from the recruitment of 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. Recruitment is such a vital part of what we do as we continue building the strategy and services firm this industry urgently needs,” said Doug Fritzco-founder and CEO of F2 Strategy. “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 this crucial role as we continue to drive F2 Strategy forward.”

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