CMA CEO & Board Chair Update

A note from Alan Depencier, Board Chair:

In the past three years, we’ve achieved remarkable progress for Canadian marketing—and I couldn’t be more proud of what we’ve built as a community.

Following this period of growth, and her own personal reflection, we are sharing that Alison Simpson has made the thoughtful decision to retire from her role as President and CEO of the Canadian Marketing Association in May 2026. Alison is fully committed to ensuring a smooth transition and will continue to lead the CMA with energy and focus over the months ahead.

Importantly, this decision has been made in close collaboration with the CMA Board. Together, we have developed a comprehensive transition plan that ensures the CMA is positioned for continued momentum and success.

As your Board Chair, I want to first acknowledge what an extraordinary leader Alison has been for our Association and the Canadian marketing community.

Thanks to the incredible support of members like you, our Board, and the CMA team, there is so much to celebrate from Alison’s tenure:

Member Engagement & Growth

• CMA membership now surpasses 450 organizations, with 100 new members since 2023, alongside record-high satisfaction scores. The number of Chartered Marketers—Canada’s only professional marketing designation—has more than doubled.

Industry Leadership

• CMA Marketing Week, launched in 2024, has become a cornerstone event, attracting thousands of marketers nationwide.

• The CMA Marketing Awards continue to set the bar for celebrating creativity and excellence.

Skills & Education

• The federally funded Digital Marketing Skills Canada (DMSC) program has already upskilled more than 1,600 marketers and supported 700 SMEs.

• A modernized Chartered Marketer designation program ensures Canadian marketers are future-ready.

Advocacy & Voice

• The CMA’s national advocacy on behalf of SMEs has reached top-tier outlets, advancing issues such as the Digital Sales Tax (DST) and interprovincial trade barriers.

Alison’s leadership has left the CMA stronger, more diverse, and more capable than ever before. Most importantly, what she and the Board is most proud of is we’ve built something sustainable with the input and help of members like you.

So, what happens next? The Board, led by Vice Chair Meghan Nameth, will work with Boyden—a CMA member and leading recruiting firm—to conduct a comprehensive search for Alison’s successor.  Over the next eight months we are well positioned for this transition of leadership.

Alan Depencier
Board Chair
Canadian Marketing Association

_________________________________________________________________________________________________________

A note from Alison:

First, I want to say a heartfelt thank you to our members, our Board, and the CMA team—your energy and engagement make everything possible.

We’re not slowing down. Already this fall we’ve launched the CMA Mentorship program, welcomed a new Council term, and hosted a sold-out CMA Media Evolution event. Next up, our CMA Case for Canada roadshow will bring members together in Vancouver and Calgary.

We’ll also unveil the CMA Marketing Impact Study, underscoring the essential role our profession plays in Canada’s economy, and in November, we’ll celebrate your creativity at the CMA Marketing Awards.

The momentum we’ve built together keeps driving us forward, and I’ll be right there with you, ensuring continuity, focus, and growth until my retirement in May 2026.

Leading the CMA has been the highlight of my career. Thank you for trusting me with this role. Thank you for the partnership, the feedback, the challenges, and the celebrations. When you’re part of building something this meaningful, with people this passionate, the decision to step away is not easy. You're in exceptional hands with the CMA team, our board, and each other. And you'll continue to have my full attention and leadership in the months ahead.

After 25 years in senior marketing roles, I look forward to my next chapter of more board work, advisory roles, and yes, some travel that isn’t squeezed between conference calls. But that’s still ahead. For now, it’s business as usual—driving impact and building momentum together.

Together, we thank you—our members—for your trust, energy, and commitment. The CMA is stronger than ever because of you.

With deep gratitude and continued commitment,

Alison Simpson
President & CEO
Canadian Marketing Association