Alison Simpson’s tenure has transformed CMA into a future-focused hub for Canadian marketers, setting the stage for continued leadership in the sector.

The Canadian Marketing Association (CMA) today announced that President and CEO Alison Simpson will retire in May 2026, concluding a transformative period marked by innovation, growth, and industry leadership. Simpson, who assumed the role in November 2022, leaves behind a legacy of measurable impact on Canadian marketing professionals, brands, and the broader economy.

A Career Defined by Modernization and Growth

During her leadership, Simpson spearheaded initiatives designed to future-proof the profession, expanding membership, professional development, and industry advocacy. Among her most notable contributions:

• AI and digital resources for marketers navigating emerging technologies.

• Modernized Chartered Marketer (CM) program, aligning Canada’s only professional marketing designation with evolving industry needs.

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

• Digital Marketing Skills Canada (DMSC) program, upskilling 1,800+ marketers from underrepresented groups and supporting 700 SMEs within its first 18 months.

• Equity, Diversity & Inclusion (ED&I) initiatives, including an annual national survey and workplace discussion guides to drive sector-wide inclusion.

Under Simpson, CMA membership surpassed 450 organizations, welcoming 100 new members since 2023. The number of Chartered Marketers more than doubled, and member satisfaction reached record highs. The association also played a leading role in national advocacy, addressing digital sales tax and interprovincial trade barriers affecting SMEs.

Leadership Transition

The CMA Board of Directors has launched a search for Simpson’s successor with Boyden Canada, led by Vice Chair Meghan Nameth. The board emphasized that Simpson’s vision and strong team culture leave the CMA well-positioned for continued success.

“Alison has made a lasting impact on the CMA and Canada’s marketing community,” said CMA Board Chair Alan Depencier. “Her leadership has strengthened the Association and positioned it for continued success. We are grateful for her dedication and commitment to a smooth transition.”

Simpson, reflecting on her tenure, said:

“Leading the CMA has been the high point of my career. I’m proud of what we’ve accomplished and confident the CMA will continue to thrive.”

Simpson plans to devote more time to board work and advisory roles within the marketing industry following her retirement, marking the next chapter in a career spanning over two decades in senior marketing leadership.

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