The marketing and advertising industry’s only association that represents the entire ecosystem of buyers and sellers has appointed another top industry executive to a senior leadership role. Effective April 10, Ian Parmiter assumes the role of Senior Vice President of Membership Engagement and Sales at the Data & Marketing Association. Parmiter joins DMA after rising through Discovery Communications to serve most recently as Senior Vice President of Integrated Adsales Marketing.
“The data-driven marketing and technology industry is recognizing the comprehensive and unique value that DMA brings to the their business growth and success, and most especially in our ability to bring the entire ecosystem together for structured innovation, advocacy for the self-regulatory framework, and powerful networking for buyers and sellers,” said Thomas Benton, DMA CEO. “Ian’s senior positions with top marketing and solution provider brands ensures that DMA members, whether client-side or supply-side, will receive measurable business value and memorable experiences.”
At Discovery, Parmiter built the ad sales marketing department (both on-air and digital) from small groups to a world-class custom content team, acclaimed by many clients as the ‘best in the business’. During Parmiter’s tenure as SVP of Integrated Adsales Marketing, Discovery grew adsales revenue linked to marketing participations from $150MM to $1.2 billion. Prior to joining Discovery, Parmiter was a senior marketing executive at two highly respected consumer packaged goods companies – Dr Pepper/Seven Up and Cadbury Schweppes.
“The reality today is that every business, in some way, is a data-driven business. The rapid evolution of the importance of data across all marketing disciplines presents complex challenges and exciting opportunities for all marketers that DMA is increasingly well-positioned to address,” said Parmiter. “I am tremendously excited to be joining DMA to further enhance its tangible value to our members and to link the breadth and depth of DMA’s assets to help build their businesses.”
Parmiter is the most recent of three industry hires under Benton’s leadership as Data & Marketing Association CEO. In 2015, Benton appointed Home Depot marketer Neil O’Keefe to DMA SVP of CRM and Member Engagement. In 2016, Benton appointed Cablevision Systems Government Affairs, and prior to that Amazon Federal Affairs executive, Emmett O’Keefe to SVP of Advocacy. Earlier this year, Neil O’Keefe was appointed SVP of Content.
“Ian, Neil and Emmett understand every aspect of the data, tech, and marketing landscape,” said Benton. “This level of insight into our members’ needs across advocacy, innovation, education and networking ensures that our members will have access to resources, insights, talent and programs that help them accelerate their business agenda.”
Parmiter is a graduate of Columbia University of the City of New York, where he received his Bachelor degree in Economics, and Columbia Business School, where he received his Master in Business Administration in Marketing. He is a past president of the Advertising Club of New York.
Additional Resources from Data & Marketing Association Leadership