Amanda Maltby has been named to head the Canadian Marketing Association’s e-marketing initiative, John Gustavson, president and CEO of the CMA announced yesterday at the organization’s National Convention and Trade Show in Toronto.
Maltby takes on the role in addition to her responsibilities as vice president of public affairs and communication.
The group’s primary focus will be public policy, Maltby told DIRECT Newsline. She will be aided by an advisory board of twelve senior CMA members.
The initiative will also give the CMA a higher profile, if not leadership role, in Canada’s nascent e-commerce sector, she said.
To aide the advisory board in addressing such e-commerce issues as taxation and fulfillment, the CMA launched a survey at the convention. CMA members will also be able to respond online at the organization’s Web site, wwe.the-cma.org. Both Maltby and Gustavson say that the survey will provide accurate information about the state of e-commerce in Canada.
Gustavson did note that Canada lagged behind the United States in e-commerce for three reasons: Canadians tend to be more cautious than Americans; Americans have more resources than Canadians; and Canadians don’t like to look inept.
“Canadians want to know what works before they try it,” Gustavson said.
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