General Catalyst, a prominent venture capital firm, has made a strategic hire, poaching Arielle Gross Samuels from Blackstone, where she served as first global head of marketing. Samuels will assume the role of chief marketing and communications officer at General Catalyst, effective next month.
Marketing and ESG leader
Samuels brings a wealth of experience to her new role. Prior to Blackstone, she held various marketing and product operations positions at Meta Platforms, culminating in her role as global head of environmental, social, and corporate governance business.
At Blackstone, Samuels spearheaded the firm’s marketing efforts, including the launch of its first major advertising campaign and the development of its brand platform, “Build with Blackstone.” Catherine McNulty, previously in charge of private wealth marketing at Blackstone, will step into Samuels’ vacated position.
“This opportunity is truly special to me – it draws on my background in engineering, technology, finance, and marketing, and connects to my passion for supporting entrepreneurs,” wrote Samuels on a LinkedIn post.
Growing role of marketing in VC
The move underscores the growing importance of marketing and communications in the venture capital industry. Once reliant solely on the reputations of their founders, VC firms now recognize the value of professional marketing teams to attract entrepreneurs and investors.
Samuels expressed her enthusiasm for her new role, highlighting General Catalyst’s reputation for backing innovative companies. “Brand is a key differentiator in terms of the ability to propel deal-flow across sectors, stages, and geographies,” she said in an interview with the Wall Street Journal.
As the venture capital landscape continues to evolve, the competition for talent and attention is intensifying. Samuels’ transition from Blackstone to General Catalyst signals the increasing importance of marketing as a strategic function within the industry.
The Wall Street Journal first reported the story.
