In the first episode of 2024, Alison Simpson, CEO of The CMA, welcomes Kerri Dawson, the Chair of the CMA's Board of Directors, to discuss her journey and the board's role while highlighting some of the CMA's recent achievements. Kerri previews The CMA's focus areas for the year, including continuing to future-proof the profession, advocacy, DEI and community building.

00:00:02:10 - 00:00:24:04

Announcer

Welcome to CMA Connect Canada's marketing podcast, where industry experts discuss how marketers must manage the tectonic shifts that will change how brands and businesses are built for tomorrow, while also delivering on today's business needs. With your host, CMAs CEO Allison Simpson.

00:00:24:04 - 00:00:45:23

Alison Simpson

Happy New Year and welcome to our very first episode of CMA Connect for 2024. I hope everyone had an amazing holiday. We have a very exciting and busy year ahead of the CMA and I'm absolutely thrilled to have Kerri Dawson, the chair of CMA's Board of Directors, join us today to discuss the association. Kerri has been very active with the CMA for many years and a member of our board since 2018.

00:00:46:14 - 00:01:10:19

Alison Simpson

Before she stepped into the chair role in 2022, Kerri served as the vice chair and she's also chaired our finance and Audit Human Resources and Nomination and governance committees. Kerri is also the head of digital channels and commercialization for wealth and personal baking at HSBC Bank, Canada, and very much on the forefront of digital marketing, and that Kerri's team was recently awarded to global retail, banking, Digital and Innovation awards.

00:01:11:04 - 00:01:13:12

Alison Simpson

So welcome, Kerri, It's a thrill to have you here today.

00:01:13:14 - 00:01:24:18

Kerri Dawson

Well, thank you, Alison, and happy New Year to you as well. And thank you for inviting me. I'm really thrilled to be here and to be the first conversation of 2024 for CMA Connect. Thank you.

00:01:25:15 - 00:01:32:08

Alison Simpson

I can't imagine a better way to kick off the year, so thank you too. Now, I want to start by asking what attracted you to join the CMA board?

00:01:33:00 - 00:01:55:03

Kerri Dawson

So, Alison, as you mentioned, I joined the CMA Board in December of 2018, and it was Steve Mast who at the time he was the chair of the Nominating and Governance Committee, and he'd come to see me to ask if I might be interested in joining the board. Now, Steve later became board chair, of course, and I was really fortunate to work with him as his vice chair.

00:01:55:07 - 00:02:24:21

Kerri Dawson

Prior to becoming chair myself at the time when I joined the board, I'd been involved with the CMA for many years. I'd been a CMA awards judge and a senior judge. I'd set on what was at the time called the Digital Marketing Council, now known as the MarTech Council. I'd participated in strategy, research and the like, and in my career I'd been mentored by a past CMA board chair and a CMA Lifetime Achievement Award winner.

00:02:25:04 - 00:02:51:19

Kerri Dawson

Her name is Nancy Cardinal, a name some listeners might recognize. So I was very familiar with the CMA and had a strong connection to the work that the CMA does, and I believed that it would be an exciting challenge to advise and guide the CMA's vision and strategies as it works on behalf of the marketing community and to do that as a board director, and that this would be a way for me to contribute to that community.

00:02:51:19 - 00:02:55:14

Kerri Dawson

And that's certainly been true. And it's been it's been very rewarding.

00:02:57:08 - 00:03:12:15

Alison Simpson

Well, I definitely owe both Steve and Nancy a great big thank you for getting you involved. And you've been such an outstanding partner to me, certainly, as I've onboarded to the CMA in the way that you're advocating on behalf of our profession is commendable and very much appreciated.

00:03:12:16 - 00:03:13:04

Kerri Dawson

Thank you.

00:03:14:12 - 00:03:18:00

Alison Simpson

So I'd love you to share a bit about how the board and the CMA staff work together.

00:03:18:17 - 00:03:56:08

Kerri Dawson

Yeah. So generally speaking, the role of the board is to provide strategic advice and guidance and to establish governance and to exercise oversight for the management of a company or an organization. And as chair of the CMA, I help to ensure that this distinction between what the board does vis a vis what CMA management does is clear. So you'll sometimes hear that guidance to board directors described as noses in and fingers out, leaving the management to do its job and to operate the business or the organization.

00:03:56:08 - 00:04:23:14

Kerri Dawson

And, you know, I think our board does a really good job adhering to this distinction. The board is is really interested in ensuring that the CMA remains, as the accountants would say, a going concern and remains financially stable. And, you know, I can say that the board has absolutely no concerns here that the financial position of the CMA is healthy and the controls in place to ensure that position continues that way are very strong.

00:04:23:14 - 00:04:52:15

Kerri Dawson

So and from a strategic standpoint, the board participated in a really excellent session, which you led, Alison, earlier in the year to refine and make clear the CMA's vision and value proposition. And another key area that the board thinks about is leadership and succession for the CMA and for the board itself. And on that front, I can say that the board is extremely pleased with the leadership at the CMA.

00:04:53:05 - 00:05:17:11

Kerri Dawson

And if you'll allow me, I'd like to offer a happy anniversary to Alison. I think the Board was really pleased to have you join the CMA a year ago in December of 2022, and we've just been thrilled to have you at the helm and we've been equally pleased with the way you've you've built your leadership team and with your approach to achieving the CMA, its vision and strategies.

00:05:18:03 - 00:05:37:05

Kerri Dawson

So we're just just thrilled about that. A final point I'll make, though, about ways of working. Is that a strong working relationship between the CEO and the Chair Award is really essential for success and, you know, unfortunate that this has also been true. It's just been a delight to work with you, Alison, over the past year.

00:05:37:05 - 00:05:42:03

Alison Simpson

And I'm glad you're not on video because you're making me blush. That's a lot of it, really.

00:05:42:18 - 00:05:45:12

Kerri Dawson

I know it's a little surprising there.

00:05:45:12 - 00:06:04:17

Alison Simpson

But it's been I mean, the time has flown by. It's been a great year. And the level of partnership that you've brought and the patience as I'm getting fully up to speed and then the really good, important, healthy debate that you and I have and that we have aboard is so central to making the CMA and the profession stronger.

00:06:04:17 - 00:06:16:01

Alison Simpson

So it's absolute delight and I'm looking forward to 2024. Yeah, me too. Now, from the board's perspective, how do you think the CMA has helped advance the marketing profession in 2023?

00:06:17:04 - 00:06:40:20

Kerri Dawson

Yeah, well, you know, that's a great question. I can say with much enthusiasm that the CMA is a team that works really hard to benefit the marketing community in Canada. I mean, truly the CMA is made up of people who are passionate in their support of the community and and Alison, you have your team really well organized to deliver so much benefit on behalf of marketers in Canada.

00:06:41:17 - 00:07:01:11

Kerri Dawson

And, you know, in speaking directly to how the CMA has advanced the profession there, there are really four key strategies that I think demonstrate the most benefit. And the first is the work that the CMA does to futureproof the marketing profession. You know, this is a key priority and it's one that the CMA is making strong progress on.

00:07:02:06 - 00:07:29:21

Kerri Dawson

The CMA knows that through its research that 97% of members and marketers rate it. The future of marketing as their top thought leadership topic. This is followed really closely by emerging trends and how technological advancements are impacting marketing. And there's no bigger trend right now than I, and the board is really pleased that the CMA has introduced its first Gen AI training for members and marketing.

00:07:30:00 - 00:07:53:18

Kerri Dawson

That happened last April, and since then CMA has added three more Gen AI courses and we know that you're going to be expanding on this in Q1 of 20 and this year we need 24 with an on demand series. And it's also great that the CMA has established the AI Working Group rating thought leadership and guidance for four members.

00:07:53:18 - 00:08:16:06

Kerri Dawson

The CMA is councils and committees are also a really great source for thought leadership that's across a wide range of topics the customer experience and creativity and brand and insights, just to name a few. There are over 300 senior members participating in councils and committees and they're contributing to important discussions and debates about the future of the marketing profession.

00:08:17:11 - 00:08:47:13

Kerri Dawson

The CMA also nurtures the next generation of marketing talent with CMA. Next, the program that that bridges the gap between post-secondary schooling and a successful marketing career. And we're really thrilled that the virtual career nights that you ran last year attracted over 600 students from across Canada. It's fantastic. And of course, this podcast is another way that the CMA is is really helping to futureproof members and marketers.

00:08:48:18 - 00:09:12:20

Kerri Dawson

So secondly, mean as the voice of marketing in Canada, the CMA's advocacy work on behalf of the profession is really a source of pride. You know, those efforts cover a broad spectrum of key topics, but privacy has really been at the forefront and the CMA is working hard to ensure any new privacy laws will enable innovation while protecting Canadians privacy.

00:09:13:08 - 00:09:35:23

Kerri Dawson

In fact, the CMA is the only marketing association in Canada that was invited to appear as a witness in front of the federal parliamentary committee studying privacy law reform. That's that's really amazing. And thank you for including me in the group of board directors and members of the CMA's Privacy and Data Committee who recently met with that privacy commissioner.

00:09:36:08 - 00:09:59:16

Kerri Dawson

You know, we met to discuss some of the issues that are important to marketers related to privacy and data. And I was able to observe firsthand how important the relationship is between the CMA and the commissioner's office and to see how effectively the CMA conveys its position on behalf of its members. Really, really great work. Thirdly, I'm going to talk a bit about diversity, equity and inclusion.

00:09:59:16 - 00:10:37:22

Kerri Dawson

It continues to be a top priority for the CMA. The CMA completed its third annual study in 2023 and the board has been made aware of a discussion guide that's been created. We know that guide is going to be especially useful to help spark conversations about creating more diverse, equitable and inclusive workplaces. And the CMA holds itself to account across a number of diversity dimensions, including gender and ethnicity and diverse representation within councils and committees, and even a geographic dimension to ensure appropriate representation right across Canada, not just here in Toronto.

00:10:38:18 - 00:11:05:23

Kerri Dawson

And as a chair, I asked to see a progress against the Commitments, and I'm really pleased to see that the commitment to diversity, equity and inclusion remains embedded in decision making at the CMA. And then finally, I'll comment that a CMA knows how to have a little fun, a lot of fun, and the CMA actively builds community and brings marketing professionals together through the many different events it hosts.

00:11:06:08 - 00:11:40:09

Kerri Dawson

Those events focus on priority topics for the profession, and they're offered virtually and in person, often for free as part of the corporate membership. The board is really proud of the inaugural CMA future proof event in 2023. It was a huge success and it's one we know you will be building on for 2024. And of course you ended 2023 with the CMA Awards and it was really wonderful to celebrate the exceptional creativity of our profession alongside 850 marketers and agencies.

00:11:40:09 - 00:11:49:09

Kerri Dawson

It was it was wonderful. And so all of these strategies, Alison, have gone a long way to advance the profession. Congratulations on all of that.

00:11:49:09 - 00:12:10:12

Alison Simpson

It's very much that a very, very collaborative effort, certainly with our staff, certainly with the board and with the blessing we have and the number of members we have that are actively volunteering and engaged with the CMA. They're such an important part of our ability to deliver thought leadership, and they're also a very important part of our ability to come together and celebrate the profession and have a lot of fun.

00:12:10:17 - 00:12:11:11

Kerri Dawson

Absolutely.

00:12:12:08 - 00:12:22:01

Alison Simpson

The gala was a great way to end 2023 and then, yes, as the board chair, what accomplishments of the CMA and board are you the most proud of?

00:12:22:22 - 00:12:51:02

Kerri Dawson

So I said a few goals when I became board chair and in May of 2022. And the first was to ensure that the CMA has the right leadership and organization in place to guarantee success moving forward. And that's because a key responsibility for a board of directors is succession in leadership for the organization they serve. But, you know, active recruiting for top leadership is not something that all boards get to do very often.

00:12:51:02 - 00:13:21:02

Kerri Dawson

And and we did. And what's especially great is that the outcome has been amazing for the organization. Secondly, I wanted to ensure that the CMA strategy was fit for purpose and and connected to that, I wanted to ensure that a solid 3 to 5 year strategy would be backed by by a five year financial plan, and that strategies in place and the financial plan is is in the works and will be reviewed by the board, the board's finance and audit committee.

00:13:21:19 - 00:13:48:03

Kerri Dawson

And then finally, you know, I wanted to champion a mechanism that would give the board certainty and understanding the CMA's impact on its members, on its membership. So, you know, kind of think a Net promoter score or a regular customer satisfaction survey and that so that the CMA can can tangibly be held to account by the board for effectively serving the needs of the marketing community.

00:13:48:03 - 00:14:21:19

Kerri Dawson

And I'm, I'm really thrilled, Alison, that that's also underway. So as a board working together with you and your leadership team, we've made fantastic progress on, on again towards all of those goals. But I'm most proud as I get ready to hand over the chair seat in May of this year that that you were in place as president and CEO and well supported by a well conceived vision and strategy and with clarity about where the CMA is headed, and that the success that's been achieved by the CMA to date.

00:14:21:19 - 00:14:25:02

Kerri Dawson

Well, we'll continue.

00:14:25:02 - 00:14:41:22

Alison Simpson

Thank you very much. I would not be here without you. And part of a big part of what made the opportunity so appealing was to have you as a chair and have such a strong board, so engaged in helping build the vision for the CMA and really in giving back and helping futureproof our profession.

00:14:42:02 - 00:14:50:15

Kerri Dawson

Well, thank you. That's really kind and it's certainly my pleasure. And I know that's true for for the other directors as well. They, they enjoy the work they do for the CMA. Thank you.

00:14:51:10 - 00:15:10:14

Alison Simpson

And some days I have to remind myself it's volunteer is a you're all in full time jobs, too. So the degree to which you're giving back and committed is really inspiring. Thanks. Now, as we're in the second week of 2024, what do you see as the key focus areas for the year ahead? What what are you most excited about?

00:15:10:17 - 00:15:11:06

Alison Simpson

Yeah.

00:15:11:12 - 00:15:41:16

Kerri Dawson

Yeah. You know, I think yeah, there's a lot to be excited about. I think I think the focus for 2024 continues to be a lot of the same, you know, future proofing the profession, advocacy D and AI and, and community building and really continuing to build on the momentum of 2023. You know the CMA's research shows that the most valued benefit that is offered to members is the opportunity to be part of a community and to learn from other marketers and collaborate and network.

00:15:41:16 - 00:16:08:11

Kerri Dawson

And, and the board is excited that the CMA will be introducing a new way for members to do that with the launch of CMA forward. That's going to be a free online forum for CMA members to come together to debate hot topics, to share thought leadership, and to meet other marketers from right across Canada. And it will include career stage communities in a future focused forum too.

00:16:09:04 - 00:16:38:16

Kerri Dawson

And we're also thrilled that the CMA will be offering even more free, high quality events for members during the year. The research also showed that members want to understand Canadian consumers better, that that's also a really important topic for them, especially as as we're all navigating through these challenging times. So we're excited that the CMA is expanding. Thought leadership in this area and working on an event focused on how Canadian consumers are evolving.

00:16:39:08 - 00:17:08:07

Kerri Dawson

And in May, the CMA is introducing a marketing week, kicking off with a live podcast featuring CMA Marketers of the Year and Lifetime Achievement and Achievement in Marketing Award winners who will be discussing that? The future of marketing and that's a Can't Miss event that's on super exciting CMA Future Proof will be the signature event for the week, and there'll be a CMA Training Day where members can take one of the CMA's air courses for free.

00:17:08:07 - 00:17:42:20

Kerri Dawson

That's really, really wonderful. And Alison, you've brought to the board an evolution of the program for professional development at the CMA. We're thrilled that the CMA is offering an on demand generative AI training series starting in February. It's going to be offered in 30 minute modules, and that's a really smart evolution that recognizes how people are learning these days, and it provides really great training on a topic that is so important for marketers navigating A.I. these days.

00:17:42:20 - 00:18:12:02

Kerri Dawson

So we're also really pleased that you're evolving the Chartered Marketer program. You know, previously marketers can obtain their CMA designation by completing the full CRM course based path or apply for the CRM executive Advanced Standing. If they had more than 15 years experience and moving forward, there is a new advanced standing pathway making completing that designation more relevant to marketers across a wide range of career stages.

00:18:12:10 - 00:18:38:03

Kerri Dawson

So we're excited about that opportunity. And as the voice of marketing in Canada, the CMA is also focused on supporting marketers in transition. So newcomers with marketing experience and encouraging and helping to build the next generation of marketing talent and the CMA is launching a robust upskilling and training initiative to help grow a new and diverse group of marketers.

00:18:38:18 - 00:18:52:04

Kerri Dawson

So that's the focus really across future proofing and advocacy, DIY and community. It's a lot, it's well-planned, it's exciting. It's going to be a great year ahead and.

00:18:53:15 - 00:19:04:12

Alison Simpson

I'm very much looking forward to it. Now, I don't want to let you go without taking advantage of your incredible expertise to have you share one piece of advice with our listeners.

00:19:05:11 - 00:19:32:08

Kerri Dawson

Now, you know, I love the New Year. I really enjoy the opportunity to reflect back on the previous year and look forward to all that that is to come. One of the of the skills of a board director when in the required skills, is that they be able to, as we say, see around corners and anticipate issues. And that's certainly true when it comes to the potential for big changes that that I will bring to the marketing profession.

00:19:32:13 - 00:20:03:23

Kerri Dawson

So I'm looking forward to tracking along with what's evolving in that space. You know, all the potential for use, of course, but also the evolving set of guidelines that are emerging as we marketers and as society generally learn how to use, you know, this new technology for for good, for the good of humanity. And you know, something I've learned from working with really creative people over the years is that a good solid sandbox makes outcomes stronger.

00:20:03:23 - 00:20:26:00

Kerri Dawson

And I think that's true as we navigate this new world of AI with the right guidelines and governance, we can really achieve the right outcomes. So now the practical side of me knows that we are all still navigating through a tough economy and the impacts of inflation and high interest rates are going to be with us for a while longer.

00:20:26:04 - 00:20:57:18

Kerri Dawson

We're heading into a tough year, but I know and you know that the marketing community in Canada is amazing at finding creative solutions for challenges that face them and the businesses in the companies that they help to lead. So my advice is that as a community, let's continue to come together to learn from one another, to share our experience, to understand more deeply the issues that matter to marketers and to celebrate our achievements.

00:20:57:18 - 00:21:08:11

Kerri Dawson

You know, that's important too. So let's continue to stick together as a community in 2024. We've got a really exciting year ahead.

00:21:08:11 - 00:21:24:06

Alison Simpson

Outstanding advice. It's also a great reminder that as busy as we all are, as some of the challenges that we're all collectively managing through, all the more reason to come together and also to celebrate. There was no doubt we as a profession can accomplish a great deal.

00:21:24:12 - 00:21:28:15

Kerri Dawson

Yeah, that's the fun part. That's all about the fun.

00:21:28:15 - 00:21:49:03

Alison Simpson

Well, Kerry, it's been an absolute pleasure. Thank you very much. Especially early in the new year. I know it's a busy year. I really appreciate you taking the time to join us on the podcast today. Share a bit about the CMA. And I really also want to thank you for being such an active advocate and volunteer with the CMA for such a long period of time.

00:21:49:10 - 00:21:53:18

Alison Simpson

And as board chair, you've had such a significant impact on Thrilled to have been part of it.

00:21:54:01 - 00:22:11:16

Kerri Dawson

Well, thank you. Thank you so much, Alison. And on behalf of the board, a big a big, big thank you to you and your incredible CMA team for all that you do to support marketers in Canada. You know, I'm really excited about what's on the horizon and I look forward to continuing to work with you in 2024 and be great.

00:22:13:06 - 00:22:26:03

Announcer

Thanks for joining us. Be sure to visit the CMA. Scott C and sign up for your free my CMA account. It's a great way to stay connected and benefit from the latest marketing thought leadership news and industry trends.