mma-org-context

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# MMA Organization Context

Last updated: 2026-03-11

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## About MMA

**Marketing + Media Alliance (MMA)** -- the only trade association that unites the entire marketing ecosystem: CMOs, MarTech, AdTech, media, and marketer-supported companies. A global nonprofit led by CMOs. Founded 2003 as Mobile Marketing Association; expanded mission 2018; legal name MMA Global, Inc. 2022; **rebranded October 17, 2025** to Marketing + Media Alliance. HQ in New York.

**Purpose:** Advance marketers' ability to create value through evidence-based models, frameworks, and tools built via multi-year labs, real-world experimentation, and peer governance.

- **CEO:** Greg Stuart
- **Membership:** 825+ corporate members across 16 countries, 4 regions (APAC, EMEA, LATAM, NA)
- **Staff:** ~90 people in 15 countries
- **Governance:** Global board + regional/functional boards (NA, Media & Data, CDO, EMEA, etc.)
- **Global Board Chair:** Norman De Greve, Chief Growth Officer, General Motors
- **Core claim:** Marketers applying MMA frameworks have seen enterprise value gains of 10%+
- **Notable members:** AT&T, Adobe, Ally Bank, AppsFlyer, Bank of America, Campbell Soup, Colgate-Palmolive, CVS, Diageo, Morgan Stanley, Ford, GM, Google, Hilton, Kroger, L'Oreal, Mastercard, McDonald's, Meta, NBCUniversal, Netflix, Pinterest, Snap, Target, Uber, Walmart, Disney, and many more

**Non-commercial model:** MMA operates without commercial bias -- no selling, no vendor agendas. Sole role is to develop, test, and codify marketing knowledge. Research standard: "unassailable truths" that withstand financial, organizational, and board-level scrutiny.

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## Teams & Key Staff (March 2026 Org Chart)

| Department | Key People | Focus |
|------------|-----------|-------|
| Leadership | Greg Stuart (CEO) | Strategy. CEO Admin email: ceo.admin@mmaglobal.com |
| Office of CEO & Board Operations | Angela Gray (VP, Chief of Staff, Ops & Board Strategy), Jade Bentham (Board Manager), Natalie Mauldin-Lovorn (Executive Admin) | CEO support, board operations, strategic direction, cross-functional coordination |
| Chief AI Architect (Internal AI) | Alec Foster, Chief AI Architect & Responsible AI Lead | Staff upskilling, tool onboarding, AI KPIs, agents |
| ALTT | Hassan Khater (Co AI Program Director) + Alec Foster (Co AI Program Director) + Rex Briggs (AI SME) | AI initiatives, Future Labs (CAP, A3, ACE, SIFT, AURA), RAIL, ALC community |
| MATT | Denise Champion (MATT Program Director), Joel Rubinson (MATT SME) | Measurement and attribution research |
| MOSTT | Michael Pettitte (MOSTT Program Director), Professors: Dr. Omar, Dr. Neil, Dr. Sundar, Shubu | Marketing org structure research |
| DATT | TBH (DATT Program Director) | Data & CX research |
| Research & Insights | Vas Bakopoulos (SVP, Research & Insights), Kayte Hamilton (Research & Insights Lead), Leah Penland (Research Project Manager) | Reports, Labs, think tank support, frameworks |
| Membership | Stephen Wellman (VP), Amanda Hyland (AVP), Dan Whiting (Membership Engagement), Aaron Sultan (Membership Enablement, Salesforce admin), Shauna Peck (Coordinator) | Onboarding, renewals, engagement, enablement |
| Marketing | Jason Chase (Website Manager & Design), Erin Disney (Events/PMO), Reach Marketing (external agency) | Content, newsletters, comms, website, design, events (VP TBH) |
| Talent | Adam Raines (VP, Talent) | HR, talent management |
| Sales & Revenue | Andrew Somer (SVP, Sales -- Mem/Events), Kevin Granath (VP, Sales -- Mem Board) | Prospecting, recruitment, event sponsorship sales |
| Finance | Matt Craig (CFO), Betsy Munson, Theresa Pizzo, Benji Albea | MMA Finances |
| APAC | Rohit Dadwal (CEO, also Global Head of SMARTIES WW) -- ~30 staff | APAC ops |
| MEA | Melis Ertem (CEO) -- ~19 staff; EU-DACH sub-team (~4 staff) | Middle East, Africa, Europe (including DACH) |
| LATAM | Fabiano Destri Lobo (CEO) -- ~13 staff | LATAM ops, membership growth, events |

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## Think Tanks (The Four Pillars)

### MATT -- Marketing Attribution Think Tank
- **Focus:** Measurement and attribution -- building confidence in marketing's ability to predictively drive growth in CFO-trusted language
- **Scale:** 7+ years of research; 125+ marketing leaders from 18+ industries
- **Key outputs:** State of Measurement & Attribution (Wave 10 in 2026), Marketing Measurement Quality Score, Channel Measurement Score, Ladder of Incrementality
- **Programs:**
  - **Brand as Performance (BaP)** -- Quantifies how brand investment converts to sales; brand favorables activate ~6x vs non-favorables; $3M+ invested; final study 2026
  - **Movable Middles Growth Framework (MMGF)** -- Targets consumers 5x more responsive; +50% ROAS vs reach-based plans (with Neustar)
  - **Project ROMI** -- CMO/CFO alignment: enterprise value formula connecting marketing to finance
  - **Marketing Measurement Quality Score (MMQS)** -- Standardized framework assessing data quality, methodology, modeling, activation

### MOSTT -- Marketing Org Strategy Think Tank
- **Focus:** Marketing org design -- helping CMOs structure organizations to compete more effectively
- **Scale:** Built with 125+ CMOs; used at Uber, CVS, Coke
- **Key finding:** 1% improvement in Marketing Capabilities "fit" drives +2.5% YoY revenue growth
- **Programs:**
  - **Modern Marketing Value Proposition & Capabilities Map** -- 6 values, 90 capabilities framework
  - **MarCaps Readiness Assessment (MRA)** -- Comprehensive capability strength assessment
  - **MarCaps Diagnostic** -- Rapid executive diagnostic (fit score, top 3-5 priorities, next steps)

### ALTT -- AI Leadership Think Tank
- **Focus:** AI applied to marketing, responsibly and effectively. Formerly branded externally as "AI Leadership Coalition / ALC"
- **Scale:** 300+ marketing leaders from 170+ companies
- **ALC Working groups:** Content & Creative; Audience Dev & Media Buying; Measurement & Attribution; Responsible AI
- **RAIL (Responsible AI Innovation Lab):** 8 published guides. 60+ leaders, 45+ companies
- **Future Labs:** CAP, A3, ACE, SIFT, AURA, ARC (see below)

### DATT -- Data & CX Think Tank
- **Focus:** Helping brand marketers apply data to build exceptional customer experiences
- **Key outputs:** CX Maturity Assessment, Data Maturity Assessment (20+ dimensions), State of Data Privacy (with AppsFlyer)
- **Programs:**
  - **Data Maturity Benchmarking Tool v2.0** -- 20-question interactive tool (with EY)
  - **CX Maturity Benchmarking Tool v1.0** -- Assesses CX capabilities vs industry leaders

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## ALTT Future Labs (Applied AI Research)

| Lab | Full Name | What It Does |
|-----|-----------|-------------|
| **CAP** | Consortium for AI Personalization | Longest-running AI lab. 29 experiments, 18 brands, 4 countries; +160% avg lift. Partner: Claritas/Rex Briggs. Cost: $35k + media |
| **A3** | Agentic AI Advertising | Agentic creative generation end-to-end via Monks.flow. Partner: Monks. Cost: free |
| **ACE** | AI Creative Effectiveness | Pre-launch creative scoring. Partners: Vidmob, Celtra. Cost: free |
| **SIFT** | Semantic & Intent Fusion Targeting | Pre-computed LLM embeddings (~4B URL index). Partner: Cognitiv. Cost: free |
| **AURA** | AI Uncovering Responsive Audiences | 300 campaigns, avg +24% lift. Partner: Claritas/Rex Briggs. Cost: free |
| **RAIL** | Responsible AI Innovation Lab | 8 published guides. 60+ leaders, 45+ companies |
| **ARC** | AEO via Reddit Communities | Tests Reddit communities' influence on Answer Engine Optimization. Partner: Reddit |

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## Key Research & Publications

- **State of Measurement & Attribution** -- Industry's longest-running measurement study; Wave 10 releasing 2026
- **Financial Integration Formula** -- 2026: math linking marketing investment to enterprise value (CFO-grade)
- **Decoding AI for Marketers (DAM)** -- 5-day AI training. 9,300+ registrations, 5,000+ attendees, 2,100+ certified
- **MAC: Marketing AI Certification** -- White Belt (~10hrs), Yellow Belt (~20hrs), Green Belt (TBD)
- **Decoding AI for Marketing Podcast** -- Hosted by Greg Stuart & Rex Briggs
- **10 Plagues of Modern Marketing Thinking** -- 2026 series debunking value-destroying marketing myths
- **State of Agentic AI in Marketing** -- NEW 2026 with iOPEX & Monks
- Annual State of... reports: AI in Marketing, Personalization, Video & CTV, Performance, Creative Process

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## Events

| Event | Description | 2026 Details |
|-------|-------------|-------------|
| **POSSIBLE** | Flagship U.S. conference (with Hyve Group); 6,000+ expected | April 27-29, Fontainebleau Miami Beach |
| **CMO & CEO Summit (CCS)** | Closed-door executive summit; ~110 CMOs; NPS 86% | July 19-21, Santa Barbara |
| **CMO AI Transformation Summit (CATS)** | Invitation-only; moderated by Shelly Palmer; 40+ CMOs | Quarterly |
| **AIPOSSIBLE** | AI training week | March 30 - April 3 |

From mmaglobal/MAVEN, MIT.

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