New CEO At The Data & Marketing Association Is Prioritizing AI

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The Data & Marketing Association (DMA UK) recently announced a “new direction” as Rachel Aldighieri was hired as the incoming CEO. To better understand what this means for the DMA, I connected with Aldighieri to understand more about how the DMA serves marketers and society and how the changes will better build member capability.

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The DMA

As Aldighieri explains, “the DMA is the marketing trade body focused on customer-centric, data-driven marketing. We are here to help marketers unlock and maximize the opportunity of data in marketing to drive better business outcomes, give them a voice at board level, and positively impact society.”

The primary emphasis of the DMA is to “champion ‘marketing for good’, spurred on by the belief that marketing can drive a difference to not just businesses but society as a whole. We are customer-first, educating businesses on how to prioritise their customers by setting standards that advocate for the responsible and innovative use of data in marketing.”

While some marketing associations focus on specific levels of employees (e.g., CMO Council), the DMA represents all marketers across their journey. Aldighieri explains: “We are committed to professionalizing the data marketing industry through our unique approach to upskilling, at the heart of which are our Digital Marketing Strategy Skills Bootcamps. The people who sit within data and marketing teams are at the heart of an organization’s output; it’s therefore our focus to encourage and develop diverse and knowledgeable talent. Furthermore, we are here to give marketers a strategic voice and a level of gravitas in the boardroom at a time when the marketing industry’s role in driving business growth is under the spotlight like never before. We’ve got their backs, if you will.”

A New Direction

As CEO, Aldighieri’s priority is to “continue to build on the DMA’s empowerment agenda of championing and setting high standards for the marketing industry through our proven approach to marketing effectiveness, creativity, upskilling, and customer-first principles—the pillars we have put in place over the last 12 years.”

However, as the world enters a new era of digital evolution, “one where AI and data are at the heart of the digital economy and legislative and ethical frameworks continue to evolve at rapid speed, the DMA has a key role to play in helping organizations—both private and public sector—tackle digital transformation and navigate the challenges that come with a constantly changing world.”

“As CEO, I see a clear opportunity for the DMA to have an even broader and more positive impact on the economy and wider society in terms of how we empower our members, champion data and emerging technologies in a responsible way, and prioritize talent through driving diversity, equity, and inclusion. In times of regulatory change, the importance of trade bodies cannot be understated—from establishing connections and driving collaboration between agencies, service providers, and brands to representing a larger voice. I am incredibly proud to be leading the DMA as we continue to shape and influence the business community and celebrate marketing’s positive impact on the economy and wider society.”