Asset Alliance Corporation, an alternative investment firm based in New York, has appointed Steven Lonsdorf, former chief executive of Van Hedge Fund Advisors.

Lonsdorf is a 15-year veteran of the hedge fund industry who left Van Hedge Fund Advisors earlier this year. As managing director in the newly-created role of head of sales and marketing for the Americas, he will assume responsibility for marketing and business development in the region. This will include the creation and implementation of new products and services for Asset Alliance and its clients. He will report to Bruce Lipnick, president and chief executive of Asset Alliance, and Arnold Mintz, executive vice-president and chief operating officer.