DMA director of policy and public affairs Chris Combemale, who served as chief executive from 2009 to 2024, is to retire at the end of September this year, concluding more than 24 years of service to the DMA and 47 years in the industry.
Combemale first became involved with the DMA in 2002 when he led the merger of the Email Marketing Association, which he co-founded and chaired, with the DMA to create the Email Council, which he then chaired for nine years.
He joined the DMA board as a non-executive director in 2007 before being appointed executive director and CEO in 2009, and later director of policy and public Affairs in 2024. He will stand down from the board in July after 19 years.
As CEO, Combemale brought entrepreneurial leadership that transformed the DMA from a traditional trade association into a dynamic, agile organisation with greater influence across industry and government. Throughout his tenure, the UK’s data and marketing industry has witnessed profound technological change.
Combemale oversaw establishment of the DMA Code in 2014, setting the standard for marketers to “do data right” and ensuring growth is fuelled by integrity and customer trust.
The DMA can trace its roots back to 1927, and the formation of the British Direct Mail Advertising Association. In 1975, the name was changed to the British Direct Mail Marketing Association, then to the British Direct Marketing Association.
The Direct Marketing Association UK was formed in 1992, following the merger of a number of trade bodies – including the British List Broking Association and finally merged with the Institute of Direct Marketing in 2016, forming a single voice to protect the direct marketing industry from legislative threats and promote its development.
In a move which had old-school DMers shaking their heads in disbelief, in 2019 the UK body followed its American counterpart – which rebranded in 2016 – to become the Data & Marketing Association, while the IDM became the Institute of Data & Marketing.
Combemale has also played a key role in shaping the industry’s regulatory landscape. He successfully advocated for the inclusion of Legitimate Interest in GDPR and secured the inclusion of Recital 47, which recognises direct marketing as a legitimate interest. He also led the DMA’s industry-leading GDPR implementation guidance, bringing together contributions from every DMA council to provide businesses with clarity and certainty.
His influence on policy continued through the development of the Data Use & Access Act between 2019 and 2026. He contributed to the national data strategy, chaired member roundtables for Government officials, led the Business Advisory Group and tabled amendments in the House of Lords that were accepted by the Government. The use of legitimate interest, as clarified by the DUA Act 2025, is expected to contribute up to £1bn in economic value alongside other amendments championed by the DMA.
Alongside his policy work, Combemale was intrumental in modernising the DMA Awards in 2010 and helped establish Jicmail in 2018 as the first-ever audience measurement system for mail, serving as chair since its inception. His leadership also extended to oversight of the Telephone Preference Service, Mailing Preference Service and the Data & Marketing Commission, helping maintain high standards of trust and accountability across the sector.
Beyond the DMA, Combemale has also been co-chair of Fedma, and held board roles with CAP, Asbof and the Advertising Association, helping shape policy, standards and best practice across the UK and Europe.
DMA chief executive Rachel Aldighieri said: “Chris’s impact on the DMA and the wider industry is hard to put into words. Over 24 years he has been a tireless advocate for responsible marketing, helping organisations navigate extraordinary change while ensuring the industry’s voice is heard by government and regulators.
“His leadership, friendship and incredible loyalty and commitment has strengthened the DMA’s influence, expanded its reach and positioned it as a trusted authority on the issues that matter most to our members. We are incredibly grateful for his contribution and wish him every success in his very well-deserved retirement.”
Combemale added: “I have been passionate about putting customers first since my first day in the industry at Y&R New York where it was our guiding principle. Leading the DMA has given me the privilege of building customer trust, championing responsible marketing and skills development, and helping businesses adapt to an ever-changing regulatory and technological landscape.
“I am proud of what we have achieved together and confident that the DMA is exceptionally well positioned under Rachel to continue supporting its members and shaping the future of our industry.”
Combemale will continue to support the DMA during a transition period before formally retiring at the end of September.
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