The search for a new leader is underway at the Canadian Marketing Association with Alison Simpson announcing this morning that she will retire from her role as president and CEO next spring.

Simpson says she plans to dedicate more time to board work and marketing-industry advisory roles after she steps away from her current position next May. The CMA board of directors will be working with Simpson to execute a leadership transition plan in the months ahead.

“In a career I’ve loved, leading the CMA has been the highpoint and most rewarding chapter,” Simpson says. “My talented team has played an important role in helping future proof the marketing profession, expanding our offering and making a significant impact on the resources available for marketers nationally.”

Since Simpson took on the president and CEO title in November 2022, the CMA membership group has expanded to surpass 450 organizations, with 100 new organizations joining since 2023 alone. Under her leadership, the association’s initiatives have included the robust expansion of AI resources, a modernized chartered marketer designation program and the development of the CMA mentorship program.

Simpson tells strategy that her team has helped set up a strong foundation for the years ahead.

“When I think back, what stands out most is all the progress we’ve made to futureproof the profession and how it has grown stronger and more connected,” she says. “The change of pace in marketing today is unlike anything we’ve ever experienced before. It represents a significant opportunity and also a challenge for marketers … If we equip them with the skills, confidence, community and support they need to thrive and build businesses, then the CMA will have done its job.”

Simpson also introduced the CMA Marketing Week in spring 2024 and championed the federally funded Digital Marketing Skills Canada program, which has helped underrepresented marketers and SMEs build capacity in sectors critical to Canada’s economy.

In October 2023, the CMA released the DEI in the Workplace Discussion Guide and continues to publish an annual national equity, diversity and inclusion survey, which assists senior leaders in advancing inclusion across the sector.

“I am incredibly proud of what we have accomplished in partnership with the board and our amazing membership,” Simpson said. “I know the CMA will continue to thrive and shape the future of the profession, and I look forward to supporting the board in a smooth transition.”

The CMA board of directors has enlisted executive-recruitment firm Boyden Canada to identify Simpson’s successor. The search will be led by Meghan Nameth, vice-chair of the board of directors with support from by the chair and a selection committee of board directors.

Alan Depencier, board chair of the CMA and the SVP and CMO of commercial banking and insurance at RBC, tells strategy that the association is seeking a strategically minded proven leader and advocate to take on the president and CEO role. 

“Continuity is a top priority for the board and Alison is at the heart of our transition plan,” Depencier says. “The CMA has a strong and experienced leadership team in place, supported by an engaged board and active membership base. Alison will remain CEO through May 2026, providing ample time to ensure a seamless transition. During this period we are not slowing down; our advocacy agenda, membership growth initiatives, committees and other key programs will continue as per our strategic plan.”