VC believes in power of marketing

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Name: Dave Power
Title: Partner and chief marketing officer
Company: Charles River Ventures, Waltham, Mass.
Goal: "Helping portfolio companies with their marketing strategies, and helping Charles River get its message out to its audience."
Dave Power is among the rare venture capitalists who wake up each day fixated not on technology and finance but marketing.

The newly tapped chief marketing officer of Charles River Ventures has two charges: aiding the marketing efforts of the VC's 60 portfolio start-ups and building the Charles River brand itself.

Power helps start-ups with marketing only when asked. "It is optional. It's not socialized medicine," he said. Once invited, he helps companies with everything from business development to advertising. Such assistance, he said, helps Charles River differentiate itself. "Most start-ups are used to not getting anything other than capital and a board member," he said.

Marketing the Charles River brand, meanwhile, requires a good deal of subtlety, Power said. Mostly, it means attending trade shows and advertising on high-end media outlets such as National Public Radio. "When you're marketing a very high-end brand like Charles River, it mostly entails being at the right forums, the right events," he said. The company has organized more than 10 funds with $1 billion in assets.

Prior to joining Charles River, Power was CEO of Novera Software Inc. Before that, he founded Mercer Management Consulting Inc.'s IT practice.

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