Sarla Fernando has stepped down from her role as the Association for Data-driven Marketing and Advertising’s (ADMA) director of regulatory and advocacy.
Fernando has spent four and a half years in the role.
“It’s been an incredible honour to serve and represent the data-driven marketing and advertising community in so many meaningful ways,” she posted on LinkedIn.
“When I started, I was given a ‘blank slate’ and the freedom to approach Regulatory and Advocacy in the way I knew best. While it led to a less conventional approach, I’m incredibly proud of what ADMA has achieved during my time here. Over the years, I’ve had the privilege of representing the industry in government consultations, writing and teaching compliance courses, and creating regulatory resources for the marketing community.
“I’ve also had the opportunity to answer countless compliance questions, collaborate with marketing and legal teams to ensure best practices, and support major projects around risk, compliance, and governance. It’s been a privilege to run hundreds of regulatory workshops and engage with some of Australia’s largest brands, helping to navigate complex regulatory issues along the way. I’ve enjoyed guest lecturing, participating in privacy debates, and delivering speaking engagements — all of which have been opportunities to learn and grow.”
Fernando said of her next move that will stretch her “mind and comfort zone”.
“This new opportunity will allow me to apply my skills to help some of Australia’s best marketers balance compliance with delivering a great customer experience. And, on a personal note, I’ll finally get to build Lego without trying to find a way to work in a privacy or dark patterns lesson!” she added.
ADMA CEO Andrea Martens described Fernando as a “powerhouse” and said she had been “instrumental” in championing responsible market. Martens added that ADMA remained committed to “building upon the great work she has helped to pioneer”.
“To do this we are growing our Regulatory team with two new key team members, including a new head of regulatory and advocacy. They will work together with Dr Rob Nichols (regulatory and policy manager) and Antonia Francis (ADMA content strategist), and be supported by the broader ADMA Regulatory & Advocacy Working Group led by Chair Peter Leonard.
“With new Privacy Act reform imminent and the development of other key legislation impacting marketers currently underway, there has never been more of a need for the industry to have a voice in helping to form a framework that makes sense for Australian businesses while importantly protecting customer rights. Robust education on best practice in all areas of data-driven marketing is ADMA’s cornerstone and we are committed to continue providing this guidance for an ever-changing marketing landscape. Marketers in every organisation must lean in now to retain customer trust and avoid potentially costly mistakes in the future.
“I want to take this opportunity to say a huge thank you to Sarla for the incredible work she has done for the entire Australian marketing industry in her time at ADMA. She has not only helped train thousands of marketers in privacy and compliance best practice, but has also forged vital relationships with regulators and key government organisations to help give the entire marketing community a real voice in the development of key legislation.
“Moreover, she is a real champion of the need for responsible marketing and her professional, patient, kind and humble approach has ensured everyone who has come into contact with her is better for it. She has always found
ways to make what can be complex topics interesting and approachable for people at all levels in the industry and can be proud of the work she has done to raise awareness and standards across the board. While she may be moving on, she will continue to play a role within the ADMA community.”
