When the New Zealand Direct Marketing Association (NZDMA) was renamed as the New Zealand Marketing Association (MA), its ambition was clear: to broaden its relevance and impact across the full spectrum of marketing. But without a defined strategy or operating model to support that bold vision, the organisation risked stagnation.
The challenge was clear - restore relevance, build influence, and ensure the financial sustainability of the organisation. The MA needed to become the voice of marketing in New Zealand - one that could unify the profession, elevate standards, and foster genuine industry collaboration.
The Challenge: A Bold New Vision Without a Roadmap
With a new name and vision in place, the MA faced a number of strategic and operational gaps:
- No clear plan to extend reach across the wider marketing discipline
- Low member engagement and retention
- Inefficient business processes and underperforming financials
- Limited visibility as a thought leader or professional standards body
- Lack of recognised pathways for professional development or global alignment
The challenge was not just to modernise the Association - it was to reposition it as essential to marketers, businesses, and policymakers alike.
The Response: A New Strategy, Stronger Systems, and Sector-Wide Collaboration
We began by setting a bold new strategic direction - one that focused on value creation for members, partners, and the broader business community. That meant rebuilding our operating model, growing an engaged and loyal membership, and improving financial performance to support innovation in services.
Our transformation plan focused on six key pillars:
- Strategic Vision and Operating Model
We developed a clear, actionable strategy backed by annual operating plans and budgets. This was supported by a new business model that would enable long-term financial and commercial sustainability. - Brand and Awards Strategy
We launched a bold new brand strategy to reflect the Association’s expanded vision. We also overhauled the NZ Marketing Awards programme, entering into a strategic partnership with a leading industry masthead. Attendance at the awards night rose from under 200 to more than 750, while exclusive sponsorship categories created new commercial opportunities. - Membership and Engagement Growth
We overhauled the membership proposition, lifting value and experience. This resulted in a 44% increase in membership and an 80% increase in engagement per member contact. - Financial Turnaround
Significant investment in member services was balanced with strong financial discipline - leading to a 141% increase in equity, a 23% increase in turnover, and a year-end profit in the final year of the assignment that was 221% of target - and cash reserves had almost tripled. A major contributor was the restructure of industry partnerships and sponsorships, ensuring greater value exchange and long-term alignment. - Cross-Sector and Global Partnership
We brokered a strategic partnership with the Chartered Institute of Marketing (UK), launching the only internationally recognised CPD and accreditation programme for marketers in New Zealand. The programme gained the support of MBIE as the recognised national standard for professional marketers, and most importantly it was embraced by marketers throughout New Zealand - from marketing graduates to the country's most senior and influential marketing and business professionals. - Data Leadership and Government Endorsement
We secured government and industry support for the launch of the NZ Data Warranty Register - positioning New Zealand as the only country with government-endorsed, industry-led data self-regulation for marketing purposes.
The Strategy: A Blueprint for Influence and Impact
From operational turnaround to strategic partnerships, the transformation delivered:
- A revitalised brand and engagement model across the marketing community
- A scalable operating model built on financial resilience
- Recognition as the national professional body for marketing in New Zealand
- A globally aligned accreditation programme backed by MBIE
- Endorsement from key government and industry participants for data governance leadership
The Results: Industry Recognition and Lasting Momentum
- 44% increase in membership and 80% increase in engagement per member
- 141% growth in equity and 221% of target net profit in FY2013
- WINNER of an AUT Excellence in Business Support Award (2013)
- Strategic partnership with CIM UK and support from MBIE for national standards
- Government endorsement for the NZ Data Warranty Register (OPC, DIA, MBIE)
- Awards programme overhaul that tripled event attendance and boosted sponsorship value
As Sohail Choudhry of New Zealand Post (one of MA's Principal Business Partners) put it:
“Sue has made a tremendous contribution in her time at the MA... transformation requires real energy, passion, vision and excellent execution. Sue has excelled at this.”
The Takeaway
This wasn’t just a rebrand. It was a reinvention.
Through strategy, structure, and sustained execution, the Marketing Association became more than a membership organisation - it became a national movement for marketing excellence, ethics, and accountability.
Watch the video about our journey here
Ready to turn potential into influence? Let’s kōrero.