DMA to split MD role

The Direct Marketing Association (DMA) is to replace a single managing director with a dual management structure shared between the new roles of chief of operations and chief of membership & brand.

The chief of operations will manage the day-to-day operations of DMA, whereas the chief of membership & brand will serve as the public ‘face’ of the DMA and manage its relationship with its members, government and industry stakeholders. A number of internal candidates have put their names forward for the positions and appointments are expected soon.

The newly-created position of executive board member will coordinate the two roles on a permanent part-time basis. The DMA Board has appointed Chris Combemale, founder of The Email Academy, to the executive board member role for three months, after which the position will be advertised to DMA members.

The new structure follows a strategic review of the organisation to make it fit for purpose for the next five years. The review was conducted for the DMA Board by PA Consulting Group.

In October last year, the DMA implemented the first of the review’s recommendations with the introduction of a new governance structure featuring a streamlined DMA Advisory Council and Executive Board.

David Metcalfe, who was elected Chair of the newly-formed Executive Board, says: “We have conducted this thorough review of the DMA’s organisational structure to ensure the organisation is sufficiently resourced and correctly structured to meet its members’ needs and drive future growth. It is our role to engender the faith of commerce, consumers and government in the value of direct marketing; making these organisational changes will ensure that we will continue to be the voice of the direct marketing industry.”

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