Kevin Noonan is the new executive director of the Association for Interactive Marketing (AIM), the Direct Marketing Association will announce on Thursday.
Noonan, who succeeds Ben Isaacson, starts his new job on Nov. 4.
“Kevin will be a key asset to our association, and we are confident that with his expertise and guidance, AIM will continue to provide the highest level of service to its members,” said H. Robert Wientzen, CEO of the DMA, in a statement.
Noonan was group vice president of the Internet and media research area at the Yankee Group in charge of driving sales, and ran his own consulting firm. He has more than 12 years of media, Internet and e-commerce experience, said Michael Faulkner, senior vice president of segments and affiliates at the DMA.
Noonan was also a founder of Nielsen Media Research Interactive Services Division and held a number of sales positions at Forefront Technologies, @plan Inc. and Bell Canada Enterprises.
His responsibilities will be the same as Isaacson’s–managing the organization and building the membership base, Faulkner said.
AIM’s role as an independent subsidiary of the DMA will not change, he said.
Noonan’s mandate for the next year is to fatten membership rolls, Faulkner said.
“His sales background will come in handy because we’re going to step up our efforts in new memberships, sponsorships and partnerships,” Faulkner added. “We’re going to try to grow by an additional 100 members in the next year–to 400 members.”
Members have said Isaacson’s personal style attracted members. Will Noonan have the same effect on people?
“Ben was a very bright, articulate, and one of the most charismatic young men I’ve met,” Faulkner said. “He’s very strong in front of a camera, very good with reporters. I’m sure you’ll find some of those very same qualities in Kevin. He’s got excellent qualities of leadership, capable on his feet and a strong communicator.”
“In an association, very few people join for the leader, they join for what the leader represents–the value proposition of the organization,” Faulkner said. “Kevin will represent what the organization provides very aptly.”
The AIM Dinner and a Deal evenings held in cities across the nation may be changed somewhat under Noonan, Faulkner said. “We’re contemplating cutting back on dinners and a deal and adding more seminars.”
Noonan has been an AIM member and a participant on the group’s interactive TV council, Faulkner said.
Isaacson became executive director of AIM in 1999.
He has opened a consulting practice, The Isaacson Group, focusing on interactive marketing, business development and public affairs, based in New York and Aspen, CO.
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