Esther Benzie to Lead CMA in New Era of Marketing Transformation

TORONTO, ON – March 11, 2026 – The Canadian Marketing Association (CMA) has appointed veteran marketing executive Esther Benzie as its new President and CEO, a move that signals a strategic focus on navigating the industry's rapid evolution. Benzie is set to take the helm on March 9, 2026, succeeding Alison Simpson, whose retirement was announced in September 2025.

The appointment concludes a comprehensive executive search that attracted top-tier talent from across the country, a testament to the CMA's growing influence. Benzie steps into the role at a pivotal moment for Canadian marketers, who face a complex landscape shaped by artificial intelligence, shifting data privacy regulations, and the persistent demand for digital transformation.

A Diverse Path to Leadership

Benzie brings a uniquely varied and extensive background to the association, with over 30 years of experience that cuts across multinational corporations, national enterprises, and entrepreneurial ventures. Her career began after earning an MBA from the Ivey Business School, leading to a formative two-decade tenure at Procter & Gamble, a company renowned for its rigorous, data-driven approach to marketing and brand management.

Following her time at P&G, Benzie took on a senior leadership role at CIBC. As Vice President of Brand and Advertising, she was a key figure in the global relaunch of the CIBC brand, contributing to the development of its "Ambitions Made Real" platform. This campaign was widely recognized for its effort to humanize the bank's image and connect with customers on a more personal level.

Her experience extends directly into the world of industry associations. Benzie previously served as Senior Advisor and Acting President & CEO of the Association of Canadian Advertisers (ACA), where she played a crucial role in managing the leadership transition following the retirement of a long-standing CEO. This six-month tenure provided her with invaluable hands-on experience in the specific challenges and responsibilities of leading a member-based organization.

Most recently, Benzie has embraced entrepreneurship and consulting. She co-founded ShiftUp Coaching, a firm dedicated to providing leadership and marketing coaching to senior professionals, and served as a Senior Consultant with Listenmore, specializing in agency search and marketing organization transformation. This blend of corporate discipline, association governance, and entrepreneurial agility makes her a formidable choice to lead the CMA.

"I am honoured to join the CMA at such an important moment for our profession," said Benzie in the official announcement. "Marketing continues to evolve at an unprecedented pace, and the CMA plays a vital role in emboldening, educating and connecting marketers across Canada."

Inheriting a Strengthened Foundation

Benzie takes leadership of an organization that has seen significant growth and modernization under her predecessor, Alison Simpson. As the first female President and CEO in the CMA's history, Simpson's tenure, which began in late 2022, was marked by a series of impactful initiatives that bolstered the association's value and reach.

Under Simpson's guidance, CMA membership swelled to over 450 organizations, and the association recorded its highest-ever member satisfaction scores. A key focus of her leadership was the elevation of professional standards, evidenced by the doubling of professionals holding the Chartered Marketer (CM) designation—Canada’s only professional marketing credential. The CM program itself was modernized to better reflect the current demands of the industry.

Simpson also championed significant progress in Equity, Diversity, and Inclusion (ED&I), launching a national ED&I survey and a discussion guide to help organizations advance inclusivity. She introduced CMA Marketing Week, which quickly became a cornerstone event, drawing 2,500 participants in 2025, a 47% increase from its inaugural year. Furthermore, she spearheaded the federally funded Digital Marketing Skills Canada (DMSC) program, which successfully upskilled over 1,800 marketers from underrepresented groups in its first 18 months.

This legacy provides a strong foundation for Benzie. As CMA Board Chair Alan Depencier, who is also SVP and CMO at RBC, noted, the association enters this new chapter with "a strong foundation, a highly engaged team and a clear strategic direction."

Navigating a New Marketing Landscape

The Canadian marketing industry is at a crossroads, grappling with technological disruption and evolving consumer expectations. Benzie's leadership will be critical in guiding the CMA and its members through these turbulent waters. The integration of Artificial Intelligence is chief among these challenges. AI has moved from a futuristic concept to a practical tool for personalization, predictive analytics, and campaign optimization, but it brings with it complex ethical questions around bias, transparency, and job displacement.

The CMA has already begun addressing this through resources like its "Guide on AI for Marketing," and Benzie's strategic expertise will be essential in expanding these efforts. Equally pressing is the shifting regulatory landscape, particularly concerning data privacy. With stricter frameworks like Bill C-27 on the horizon, marketers are under pressure to adopt robust data protection practices that not only ensure compliance but also build customer trust—a factor the CMA has argued is a competitive advantage.

This digital-first environment has also created a persistent skills gap. The rapid pace of change means continuous learning is no longer optional. Initiatives like the DMSC program are vital, and the industry will look to Benzie to champion further investment in professional development to ensure Canadian marketers remain competitive on a global scale. Her recent experience in coaching and professional development with ShiftUp Coaching positions her perfectly to address this need.

Charting the Course for Canada's Marketers

Benzie's appointment is seen by industry observers as a strategic move to align the CMA's mission with the practical needs of today's marketing leaders. Her expertise in brand strategy, marketing transformation, and leadership development directly corresponds with the CMA's three strategic pillars: Community, Standards, and Influence.

Her deep understanding of brand-building from her time at P&G and CIBC will inform the CMA's efforts to champion the marketing profession's impact. Her experience at the ACA and as a trained board director will strengthen the association's advocacy work, ensuring the voice of marketers is heard on critical policy issues.

"The CMA has built strong momentum in recent years, expanding its role as a national voice for marketers and strengthening the value it delivers to members," stated Alan Depencier. "Esther brings the leadership and perspective needed to help the Association continue that progress and support marketers as the profession evolves."

For her part, Benzie is focused on collaboration and future-proofing the industry. "I look forward to working closely with the Board, the CMA team and our members to continue building a strong, future-proof marketing community," she affirmed. Her leadership is expected to foster a dynamic environment where Canadian marketers are not only equipped to handle current challenges but are also empowered to define the future of the profession.

This transition marks a new chapter for the Canadian Marketing Association, one where a leader with a 360-degree view of the industry is poised to guide its members toward continued relevance and success.