As part of its search for a new president and CEO, the Direct Marketing Association has released an extensive laundry list of qualifications it is looking for in its ideal candidate. The following is largely taken directly from the DMA’s statement.
According to the DMA, prospective officeholders will have:
1. A proven track record as a CEO, president or general manager with a background in the direct marketing community spanning both traditional and interactive marketing channels
2. Proven leadership/management experience in a company, division or association with a particular focus in a turnaround environment preferred
3. A demonstrated, proven ability to build world class teams that have the ability to execute a strategic plan within strict budget constraints
4. The ability to enhance the DMA’s value proposition and competitive membership benefits to its constituencies, strengthening the association’s credibility with the various segments within the community
5. Digital savvy – knowledge about the digital sector and the ability to communicate a relevant DMA vision to the interactive sector
6. Demonstrated competency in providing sound financial oversight and financial management to an organization
7. Leadership expertise in bringing a board and staff to consensus around a vision for what has to be done; winning the support to execute the vision and managing to achieve established business objectives; a thought leader who can build consensus and shared perspective among the different constituencies and agendas represented by the Board and the membership
8. The ability to develop an understanding of and communicate effectively how current and emerging global trends (economic, social, cultural, environmental and political) within the direct marketing community impact the Association’s ability to realize its Vision, Mission, and Goals and to meet membership needs
9. Experience that allows him/her to be quickly seen by the organization as someone with outstanding leadership, management capabilities and substantive credibility among the members, the public, the press, and governmental leaders both domestic and foreign
10. A demonstrated ability to raise awareness and funds from various constituents to address specific, critical issues
11. Experience directing the development and implementation of operational strategies and plans which directly support the long-range strategies and objectives of the association, increasing the profitability of existing revenue streams – and creating new ones, and further exploring international opportunities
The candidate’s personal qualities will include:
1. Excellent communication skills; demonstrated ability to represent the direct marketing community as a credible spokesperson
2. Superior oral and written communication skills, as well as the ability to promote and sell ideas and concepts to various constituencies, internal and external to the organization; strong presentation skills in one-on-one executive briefings and large audience settings
3. A high-energy demeanor. The candidate should be someone who is disciplined and focused and yet viewed by colleagues and subordinates as a very positive, genuine personality; someone who is clearly focused on doing what is in the best interest of the association
4. An even-tempered, balanced and culturally sensitive professional bearing. The candidate should excel in forging close and productive working relationships with a broad range of personality types, styles and perspectives; a team builder.
5. Being perpetual learner who has the business acumen, curiosity and ability to work across a diverse set of products and business interests, bringing rational focus to the efforts and setting in motion a series of strategic and product initiatives designed to meet certain membership and business objectives.
6. Personal courage, tenacity, integrity and judgment: The candidate should be someone who embraces the opportunity to advocate on behalf of the direct marketing community
What will this person do? Per the DMA’s qualifications statement, the president/CEO is responsible to the DMA membership and board of directors, with a specific reporting relationship to the executive committee of the board. This position is to ensure that the mission, vision and goals of the DMA are aligned with the current environment and confidently position the DMA to remain relevant to meet the demands of the current and future membership.
The president/CEO is also responsible for evangelizing the mission and value proposition of the DMA to current and prospective members and ensures the fundamental commitment to providing the membership the necessary tools and services.
The president/CEO is the principal spokesperson and advocate for the direct marketing community and is responsible for creating and maintaining relationships with key stakeholders within the industry.
Operationally, the president/Chief Executive Officer is responsible for day-to-day leadership/management of the DMA. The CEO is responsible for ensuring that the financial health of the DMA meets the expectations of the Board and the membership by holding the staff accountable to the budget for both revenues and expenses.
The CEO will maintain transparency by providing timely and accurate information to the board on strategic and operational issues; will seek input and direction from the board on strategy and ensure adequate support is available for programs, staff, and members.
The CEO will work with the membership, board and staff to creatively impact and influence the DMA’s legislative and regulatory strategy and to tackle the continuing onslaught of initiatives (privacy issues, Internet sales tax, a viable and healthy USPS, etc.) at the state and federal level.
All interested parties are asked to email their resume or referrals to dma@thebuffkingroup.com.
The Constant Reader’s Take: Boy, they don't want much, do they? In “Fire And Ice”, a biography of Revlon cosmetics magnate Charles Revson, author Andrew Tobias tells the story of a television show Revlon was considering sponsoring. The show, “The Most Beautiful Girl In the World,” was going to be a weekly pageant. According to Tobias, Revson required that contestants be beautiful, talented and intelligent. After reviewing hundreds of prospects, the producers approached Revson and asked him if he thought movie star Judy Garland was talented, intelligent and beautiful. Revson agreed that she was talented and intelligent, but rejected her on the basis of beauty. Actress Hedy Lamarr was rejected on a different attribute. The producers then turned to Revson and said “If Judy Garland and Hedy Lamarr won’t qualify, how do you expect us to find three candidates every week?” Why do I bring this story up? Because I doubt there are too many unemployed Judy Garlands or Hedy Lamarrs within either the direct marketing or trade association management communities.
