“Effective marketing work is done through many channels — digital, print, direct mail and in the real world of events — all with an eye on both big data and individual member feedback,” notes AMA Chief Operating Officer James Holter. “Previously, these responsibilities were consolidated in the Membership Marketing & Services Department. That was the right structure at the time, but opportunity calls for a new approach that better leverages AMA resources and gives our directors more support to grow the AMA with expanded outreach, broader engagement and improved member service.”
To that end, Joy Burgess, previously Deputy Director of Communications and Managing Editor, will be responsible for creative marketing efforts, public relations, corporate communications, volunteer outreach and recreational riding activity. She will continue to contribute to AMA editorial channels, including American Motorcyclist magazine, as needed.
“Our job will be simple: to tell more motorcyclists about the AMA and to tell more non-riders about motorcycling,” says Burgess. “We will deliver that message in many ways, across a variety of media. I’m looking forward to expanding my team with the right people to help get that job done.” Burgess is currently searching for a Corporate Communications Specialist, Event Manager and Associate Sales Representative to expand AMA capabilities in those areas.