"We need to help marketers become more 'MarTech' literate"
09 Jan 2019
Pipa Unsworth appointed to the Board of the DMA, bringing her wealth of experience as an accomplished customer engagement expert and growth marketer with a track record for developing innovative products, services and partnerships across the industry. All of which she plans to use to help the DMA continue to innovate and grow for the future of the industry.
On her appointment to the DMA Board, Pipa Unsworth said: “I’ve been a long-standing member of the DMA and a keen advocate of the organisation for many years. I’ve always believed the work done by the association, including its councils and committees, is incredibly important. In a time of rapid change for our industry, it’s more important than ever that the DMA is ready to lead marketers where they need to go. In terms of technology, in particular, we need to help marketers become more ‘MarTech’ literate and I look forward to ensuring the DMA can do this successfully.”
Mark Runacus, Chair of the DMA Group Board said: “MarTech now accounts for the biggest chunk of most CMOs budgets – around a third according to Gartner – and that portion of spend is growing. The IDM’s Professional Skills Census research shows that it’s an area where marketers want to improve their understanding and so we will support CMOs and their teams with our thought leadership on customer engagement. We know that personalisation is the primary objective for brands in adopting new technology, to be more customer-centric, delivering truly personalised experiences, products, services and communications. In addition, we will also provide marketing departments with tailored corporate training platforms, and I’m delighted to have Pipa on board to help guide us on that mission.”
Unsworth founded strategic customer growth consultancy, VerveIQ, to help brands, agencies and start-ups build valuable customer propositions and relationships. She has previously held senior global executive roles at DigitasLBi, Syzygy and Siebel (now Oracle), with expertise in direct, digital and product marketing. Unsworth is also an IDM Fellow, as well as being an active member of the DMA, including a former Chair of the Agencies Council, member of the Customer Engagement Committee, event speaker and chair, mentor and DMA Awards judge.
Chris Combemale, CEO of the DMA Group, said: “I’m pleased to welcome Pipa to the Board and look forward to working with her to continue to lead the marketing industry through this challenging time. Her experience and commitment to the wider sector are already evident, which will make her strategic advice and industry knowledge a valuable resource for the DMA’s leadership team to tap into as we face the future.”
In total, there were two seats contested at this year’s elections, with Unsworth joining the current Chair Mark Runacus in securing their place on the DMA Board. Stepping down from the Board after three years is Skip Fidura, who will continue to be an active member of the DMA Award committee and the wider community.