Board to begin search for successor as Simpson leaves behind a legacy of future proofing the profession, expanding membership and launching new national programs

The Canadian Marketing Association (CMA) today announced that its president and CEO, Alison Simpson, has decided to retire from her position, transitioning in May, 2026. Her time with the CMA has been defined by innovation, growth and strong commitment to advancing marketers, brands and the Canadian economy. Simpson and the board have been working in close collaboration and have developed a comprehensive transition plan that ensures the CMA is positioned for continued momentum and success.

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Alison Simpson

“In a career I’ve loved, leading the CMA has been the highpoint and most rewarding chapter. 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,” said Simpson. “I am incredibly proud of what we have accomplished in partnership with the board and our amazing membership. 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.”

Simpson has served as president and CEO since November 2022, selected by the CMA’s board of directors following an extensive search following a leadership transition earlier that year.

During her tenure, Simpson worked tirelessly to help future proof the profession, expand the membership and transform the mandate of the CMA. Under Simpson’s leadership, the association delivered new thought leadership and professional development initiatives, including robust AI resources, a modernized Chartered Marketer (CM) designation program tailored to the evolving needs of Canadian marketers, and the CMA Mentorship program. In May 2024, she introduced CMA Marketing Week, which quickly became a cornerstone of the industry, drawing thousands of marketers nationwide.

She further championed future-focused skills development with the federally funded Digital Marketing Skills Canada (DMSC) program, launched in partnership with Innovation, Science and Economic Development Canada, Palette Skills, Growclass and Jelly Academy. The program has helped underrepresented marketers and SMEs build capacity in sectors critical to Canada’s economy.

Under her leadership, the association also made significant progress on equity, diversity and inclusion (ED&I), releasing the DEI in the Workplace Discussion Guide and publishing an annual national ED&I survey, which provides senior decision-makers with insights to advance inclusion across the sector.

Simpson’s tenure leaves a legacy of measurable impact and growth:

• CMA Membership now surpasses 450 organizations. The Association has welcomed 100 new organizations since 2023 and delivered record level member satisfaction scores
• More than doubled the number of Chartered Marketers, Canada’s only professional marketing designation
• CMA Marketing Week 2025 attracted thousands of marketers from across Canada and earned best in class satisfaction ratings from industry professionals.
• The DMSC program upskilled more than 1,800 marketers from underrepresented groups and supported 700 SMEs in its first 18 months.
• National advocacy on behalf of SMEs reached top-tier outlets, urging removal of the Digital Sales Tax (DST) and interprovincial trade barriers.

Simpson’s retirement marks the next phase of a distinguished career spanning more than two decades in senior leadership roles across the marketing sector. She now looks forward to dedicating more time to expanding her board work and contributing to the marketing industry through advisory roles.

The CMA board of directors has initiated a search process with Boyden Canada, a CMA member, to identify Simpson’s successor. The search will be led by Meghan Nameth, vice chair of the board of directors, supported by the chair and a selection committee comprised of board directors.

“Alison has made a lasting impact on the CMA and Canada’s marketing community,” said Alan Depencier, CMA Board Chair and SVP and CMO, Commercial Banking and Insurance at RBC. “Her leadership has strengthened the Association and positioned it for continued success. The strong team and culture she has fostered leave the CMA well prepared for the future. The Board is deeply grateful for her dedication, vision and commitment to supporting a smooth transition over the coming eight months."

About the Canadian Marketing Association

The CMA is the voice of marketing in Canada, and our purpose is to champion marketing’s powerful impact. We are the catalyst to help Canada’s marketers thrive today, while building the marketing mindset and environment of tomorrow.

We provide opportunities for our members from coast to coast to develop professionally, to contribute to marketing thought leadership, to build strong networks, and to strengthen the regulatory climate for business success. Our Chartered Marketer (CM) designation signifies that recipients are highly qualified and up to date with best practices, as reflected in the Canadian Marketing Code of Ethics and Standards. We represent virtually all of Canada’s major business sectors, and all marketing disciplines, channels and technologies. Our Consumer Centre helps Canadians better understand their rights and obligations. For more information, visit thecma.ca.

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