John W. Henry, a Florida-based alternative asset manager specialising in managed futures, has named Larry Simms managing director – business development.

Simms is responsible for the strategic planning and implementation of all sales and marketing efforts for JWH and its affiliated entities.

Simms will be working closely with senior management and the firm's board of directors chaired by John Henry.

Simms has over 25 years of sales experience. He has spent the last 20 years focused on investment management sales mainly covering institutional clients for firms including Citigroup, Bankers Trust, UBS and Wells Fargo.

For the past three years he has been focused on the alternative asset space representing a variety of products including managed futures.

The addition coincides with the anticipated release of a series of new JWH products that will be targeted to the specific needs of the institutional investor marketplace.