DMA Acting President and CEO Linda Woolley on the Strategy Behind the Downsizing
About two weeks ago, before the end of the fiscal year, the Direct Marketing Association downsized by eight positions. While this is a small percentage of the trade association's workforce, they were significant roles—such as senior vice president of membership.
On Tuesday afternoon, DMA Acting President and CEO Linda Woolley spoke about the cost-cutting decision.
"Part of my coming in as acting president and CEO is really to look at the organization in a comprehensive way," she says, "and really do some analysis on how we can better serve our members and how we can both reduce our costs, but also increase our revenues and just really be stronger, going forward."
Woolley says none of the downsized positions will be replaced "as-is," with the possible exception of the membership slot. "But even there, the membership position will be different from the membership role that Ken [Ebeling] served in."
Singling out the membership role as an example, Woolley says her vision for DMA is to erase silos and have personnel work collaboratively—even across the country. Here, she cites the possibilities of the new membership representative working more closely with the office in Washington, D.C. "I think that there are a lot of membership opportunities that could be generated through our advocacy and government affairs work," she says. "And I also think that there are a lot of membership opportunities that can be generated through all of our compliance and self-[regulatory] work, which is also out of the Washington office."
Woolley's also interested in pursuing membership from companies that are breaking down their own silos by performing data-driven marketing. "I care less about specific channels or specific methods or specific techniques about marketing," she adds. "And I care a lot about the data and the analytics behind it. That is the thread that really ties all of our members together."