The Direct Marketing Association (DMA) has removed the interim tag from the title of Linda A. Woolley and officially made her president and CEO. Woolley had served as DMA’s acting president and CEO since this past May 14.
“DMA is here for data-driven marketers — and we are more firmly committed than ever to serving their needs,” said Woolley. “I am thrilled to be leading DMA — with its rich and venerable history — into the ever-expanding era of customer-centricity and predictive analytics.”
Under Woolley’s leadership, New York City-based DMA launched the Data Driven Marketing Institute, a new program designed provide consumer, media and members information regarding data-driven marketing. “We are the only organization that advances and protects data-driven marketing,” she said. “And we will work tirelessly to ensure that the future is a world in which we can give customers and donors what they want, when they want it.”
“In the six months that she has served as ‘acting,’ she has made important changes, including changing DMA’s mission and stabilizing the finances of the organization,” said Matt Blumberg, CEO and chairman, ReturnPath, Inc. and chairman of DMA’s board of directors.
Prior to becoming acting president and CEO, Woolley served as the association’s executive vice president of Washington operations. She was responsible for strategically managing DMA’s global advocacy, legislative, and political efforts, as well as DMA’s Nonprofit Federation, Internet Alliance, and Mail Moves America coalition. She was also responsible for overseeing DMA’s corporate and social responsibility, which is its self-regulation and environmental stewardship arm.
DMA was a founding member of the Digital Advertising Alliance, a self-regulatory program that provides notice and choice to consumers about online behavioral advertising. Prior to joining DMA, Woolley was the founding principal of LegisLaw, a publishing and government relations consulting firm. Clients included Fortune 500 companies and trade associations from a wide range of industries, including transportation, manufacturing, chemicals, healthcare, energy, building materials, banking, and defense.
She replaced Larry Kimmel who became CEO in 2010 with a contract that was set to run through the end of this year. He decided, however, to leave early to join a direct response agency.
Kimmel look over the DMA in 2010 after CEO John A. Greco, Jr., was forced out in 2010 before his contract was up after a nasty and public member proxy fight and disagreements regarding his compensation. A few months later DMA Board Chair Eugene R. Raitt resigned from the chairmanship and the board entirely citing a busy business schedule.