Aldighieri takes top DMA role as Combemale steps aside

DMA chief executive Chris Combemale is to step down after 15 years at the helm, triggering the promotion of managing director Rachel Aldighieri to lead the organisation as the industry attempts to plot a course through a new data-driven marketing era.

Aldighieri first joined the industry body in 2006 as PR manager, and has been MD for nearly a decade. She will take up the role on January 1 2025; Combemale assumes the role of public affairs director to support the industry’s legislative agenda.

In her opening gambit in the role, Aldighieri said the DMA has a key role to play in professionalising the industry, helping both private and public sector organisations tackle digital transformation and navigate the challenges that come with a constantly changing world.

She commented: “In times of regulatory change, the importance of trade bodies cannot be understated. As the voice of the data and marketing industry, run by the industry for the industry, we are committed to championing growth, effectiveness and trust across the sector, and setting high standards to give marketers a strategic voice in the boardroom.

“As CEO, I will continue to build on the DMA’s empowerment agenda through our proven approach to measurement, upskilling, and customer-first principles to ensure the DMA makes a recognisable difference to marketers by amplifying their voice across industry.”

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 2017, 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.

Today the organisation educates businesses on how to prioritise their customers while setting standards to enable marketers to do so through the responsible and innovative use of data in marketing.

Its Skills Bootcamps and the development of core measurement frameworks are designed to help unlock and maximise opportunities for everyone using data in marketing, while its work to showcase the value of creativity drives home the the benefits that come from marketers embracing brand activity and rejecting short-termism.

Aldighieri added: “We are proud of the diverse and vibrant community we have built, and want to continue on this strong trajectory. As CEO, I see a clear opportunity for the DMA to have an even broader and more positive impact on the economy and wider society by empowering our members, championing data and emerging technologies in a responsible way, and prioritising talent through driving diversity, equity and inclusion.”

Combemale, who has been at the helm of the trade body for the past 15 years, will have to hit the ground running in his new role.

Having worked closely with ministers on the inception of plans to reform the UK’s data regulation framework “across governments”, he initially hailed the latest iteration, the Data (Use and Access) Bill, saying: “We are in full support of the government’s vision to unlock the power of data to grow the economy and improve people’s lives.”

However, on studying the finer detail, the DMA has now joined forces with Salocin Group agency Wood for Trees and nearly 20 leading UK charities to call on ministers to reinstate a key clause to extend the “soft opt-in” for email marketing to the third sector.

Combemale said: “As the UK continues the process of its digital evolution, I am delighted to continue to represent the industry in legislative and regulatory affairs in my new role.

“I remain passionately committed to ensuring the Data Bill successfully completes its legislative passage and will continue to fight hard to secure amendments that are essential to charities and data providers in our community.

“Shaping the industry’s approach to responsible marketing and influencing the legislative framework during fifteen years of dramatic transformation has been at the heart of my tenure. The dramatic transformation of customer engagement in the digital era has coincided with macro level challenges such as the financial crisis, the pandemic and the cost-of-living crisis, which our industry has navigated successfully.”

DMA UK Tony Miller concluded: “On behalf of the DMA, I would like to congratulate Rachel on her richly deserved appointment as CEO and put on record my sincere thanks to Chris for his 15 years of service in the role. I look forward to continuing to work closely with both Rachel and Chris as we embrace this next chapter in the DMA’s exciting growth journey.”