Stephanie Miller on Her New Mission: DMA Member Relations VP

For Target Marketing, eMarketing + Commerce (eM+C) and Retail Online Integration readers, and virtual show and webinar attendees, the name Stephanie Miller is already very familiar. They've been following her email marketing advice for years—first while she was at Return Path and then when she took a job at Aprimo. But Miller's name is about to be familiar to them in a far different way. As of yesterday, Miller became the vice president of member relations at the Direct Marketing Association (DMA). Miller's new role is a new one for the organization, too. It doesn't replace the senior vice president of membership position, which remains open. In today's announcement about Miller's appointment—which did not involve approval from the DMA Board of Directors—DMA Acting President and CEO Linda A. Woolley says: "Stephanie's principal role will be to support and champion DMA members, helping them to achieve their professional goals through DMA's many diverse offerings." On Monday, her first official day of work at DMA, Miller elaborates on how she plans to accomplish those goals. (Click on the audio tab in the media player at the right to hear the interview.) Target Marketing: Does this new role reflect DMA's deeper focus on data-driven marketing? Will you be concentrating on pursuing data-driven companies as members? Will you also be maintaining those relationships? Stephanie Miller: The answer is "yes." The establishment of this role is certainly a reflection of the DMA’s commitment to serving members better, and also a recognition that members are diverse. And so not all members find value in the same things. So part of this commitment is to connect members with … the programs of the DMA that make the most sense for them. … I think that all marketing is data-driven. So I’m not sure that we’re going to be concentrating in any particular area or industry. What we’re really focused on [is] being relevant and being valued by marketers who use data to connect with their customers and subscribers. And my role is primarily around member satisfaction and retention. So maintaining those relationships with members and connecting them back to the DMA is a primary focus of this new role. TM: Considering your email marketing experience, will you focus on expanding that membership base first? SM: I think that certainly that’s a strength of mine—connections in that marketplace. You know, I’ve been a co-chair or the chair of the Email Experience Council [eec] for 10 years. I was participating as a co-chair of the [DMA] E-Mail [Marketing] Council before the Email Experience Council was purchased. … But really, we’re going to be focused on all members. … TM: How do you plan to change the DMA membership experience? What will members notice first? SM: The focus is really to celebrate what the DMA is already doing. I’m going to be focusing on finding those bright spots or the hidden gems that already exist in terms of programming, education and advocacy—all the things that the DMA does really well. … I’ll be able to tell you in three months where we’re going to be focusing in terms of areas of investment or any sort of … new programs. You know, my first day, I’m not really sure I can answer that question in any more detail. TM: What are your short- and long-term plans for this position? SM: … I have managed to find my [office]. … But, no, seriously. Honestly, I don’t know yet. And I think because this is such a member satisfaction-driven role, I would say, Heather, that I would welcome comments from your readers as to what they think I should focus on. Because I think a big priority for the next forever, but especially for the next 90 days, is going to be to listen and to really understand what marketers need from us and what members want from the DMA.

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Stephanie Miller on Her New Mission: DMA Member Relations VP

Heather Fletcher

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Heather Fletcher