April 2026 President's Note
Apr 24, 2026
Signs of spring across the country remind me that this is a time of growth and new beginnings. This is especially true for the CMA this year.
For Alison Simpson, our out-going President and CEO, this is the start of a transition to retirement. Alison will be with the CMA until May 29th, giving us time to celebrate her many contributions. For me, as the in-coming President and CEO, it is the start of a new chapter leading a passionate CMA team and the incredibly strong community of members and volunteers.
My first three weeks have been spent listening and learning, which has been incredibly rewarding. I am in awe of the outpouring of support on my announcement, and the messages sharing how much being a CMA member and volunteer has meant to you. I am meeting and talking to as many members as possible to better understand what makes the CMA so special and what you need from the Association for the future.
As a recent study by Signal49 Research (formerly the Conference Board of Canada) made unmistakably clear, marketing is a hidden economic engine for Canada. We are a community of more than 861,500 Canadians that contribute 4.6% of GDP and $47.8 Billion in government revenue (2024). We represent 1/25 jobs in Canada delivering business results and driving long term value creation. I encourage you to review the report’s highlights and share them proudly with your organization. It supports what we all have believed for so long — more quality marketing is vital for business success and Canada's economic strength.
The Signal49 study revealed: marketing is a powerhouse of growth for Canada. If marketing helps drive growth today, it must also help shape what growth looks like tomorrow. That's why we need to view marketing through the lens of the future.
This idea sits at the heart of our 2026 Marketing Week presented by Loblaw Advance from May 4th to 8th. The week includes live sessions in Montreal, Toronto, and Vancouver, in addition to free virtual thought leadership panels and training sessions available to all Canadians. CMA Marketing Week presented by Loblaw Advance is where these conversations come to life and will feature the following thought-provoking speakers and learning content:
An in-person CMA Connect Live podcast recording featuring Confessions of a CMO co-author, Krisi Packer and FUSE Create Partner & Head of Strategy, Jon Crowley
A keynote presentation by international innovation strategist Tucker Bryant at CMAfutureproof presented by LG2
Guest keynote and panel presentations by Mid-day Squares co-founder Jake Karls, TELUS Chief Brand Officer Jill Schnarr, BILI Co-founder and CEO Adrian Capobianco, and more in live and virtual events throughout the week.
Sign up today. I'd love the chance to see you in person and hear what you love about the CMA and what you need from us in order to thrive.
Finally, next week we will be in field with our 6th annual EDI study to understand the inclusivity of work environments and experience of employees in the diverse Canadian business community. Our annual study is part of our pledge to combat racism, discrimination, and systemic barriers in Canada and the marketing profession. Our survey will launch Tuesday, April 14, and we would appreciate your participation to ensure we are able to capture deep insights to share with Canadian marketers and business leaders.
Please reach out when you want to chat: my door is always open.
Best,
Esther Benzie
President & CEO
