Restructure for Mobile Marketing Association

Hazel Rycroft

THE MOBILE Marketing Association (MMA) has announced plans for its restructure. The association, which is designed to promote and clear the way for mobile marketing, to produce guidelines and advocate the mobile channel for use by brands and third party content providers.

They will be turning offices in Asia Pacific, Europe, Middle East and Africa, Latin America and North America into business units, expanding the roles and responsibilities of each region's managing director to better address local market needs and guarantee global scalability. According to the MMA, managing directors will have to strive to foster strong member communities, form new in-country local councils and oversee MMA Forum events.

Michael Becker (iLoop, Mobile founder) will assume the role of North American managing director, working alongside Paul Berney and Rohit Dadwal. The managing directors will report to Federico Pisani Massamormile. MMA continues to search for a new CEO.

"The restructuring enables us to address the growing popularity of mobile marketing and our increasing membership all over the world, while enabling a measure of 'geographic specificity' to how the organization operates," said Pisani Massamormile.  "Each of the managing directors will assume financial management for their respective regions, enabling greater flexibility to achieve their business goals."

"My priorities remain to champion mobile marketing, evolve its practices and guidelines, and deliver member value through the organization" said Becker.   

This reorganisation will allow the association to respond quickly to demands on this fast growing industry. 

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