CMA Launches CMA NXT to Help Students Forge a Meaningful Marketing Career Path

CMA Launches CMA NXT to Help Students Forge a Meaningful Marketing Career Path

Toronto, ON – May 15, 2019 – The Canadian Marketing Association (CMA) and Royal Bank of Canada (RBC) today announced the launch of CMA NXT, a program that will help Canadian university and college students forge a meaningful career path in marketing and set them up for success.

“Over time, CMA NXT will have a dramatic effect on the quality of marketing in Canada by helping students approaching graduation overcome challenges they face in the earliest stages of their career,” said John Wiltshire, president and CEO of the CMA. “CMA NXT demonstrates Canada’s leading role in the global marketing community and will attract the best talent to the right jobs and we look forward to seeing the value it will bring to so many students.”

Only 34 per cent of employers and 44 per cent of youth believe that young people are prepared for work, according to consulting firm McKinsey & Co. Eighty-five per cent of all jobs are filled via networking according to Adler Group, yet many young people feel they are ill-equipped to develop professional relationships. CMA NXT will help students nearing graduation to hone their skills and improve their readiness through a series of online modules and in-person interactions with CEOs, Chartered Marketers (CMs) and other marketing thought-leaders.

“RBC is delighted to be the founding lead sponsor of CMA NXT because it will help so many young people grow their professional networks, gain critical skills that are often not taught, and showcase their abilities to prospective employers,” said Alan Depencier, chief marketing officer, personal and commercial banking and insurance at RBC. “The benefits and outcomes of participating in CMA NXT align with our RBC Future Launch commitment – preparing the youth of today for the jobs of tomorrow.”

Through CMA NXT, students will learn about the range of marketing roles within an organization, how to develop their professional profile and prepare effectively for job interviews. They will gain insights into emerging technologies and professional trends, and how these could affect the future of marketing.

In addition, they will have the opportunity to develop communications and other soft skills, which will greatly improve their chances of being hired and achieving success in their jobs.

The program will offer students the opportunity to complete optional assignments and projects developed by CMA member companies. Their work will be shared with all CMA member companies to demonstrate each student’s skills and knowledge and serve as a talent pool that companies can access during their hiring processes. Students will be able to use their completed assignments as a portfolio of work with prospective employers.

“To our knowledge, there is no comparable program anywhere in the world,” WiItshire noted.

As founding sponsor, RBC is providing a significant investment to the program over four years. As a result of this generosity, the program will be available to students at no charge.

Following a beta launch to selected students, the full program will be rolled out across Canada in 2020.

About CMA
The Canadian Marketing Association is the voice of the marketing profession in Canada. With over 400 members, we represent leaders across the corporate, not-for-profit, public, post-secondary and health sectors. We provide a forum for members to engage in thought-leadership discussions, participate in professional development offerings and contribute to an environment where consumers are protected and businesses can thrive. Our Chartered Marketer (CM) designation ensures that marketing professionals are highly qualified and up-to-date with best practices. We act as the primary advocate for marketing with governments and regulators. We champion self-regulatory standards, including a mandatory Code of Ethics and Standards of Practice and a series of guides to help marketers keep current and maintain high standards of professional conduct. Our members make a significant contribution to the economy through the sale of goods and services, investments in media and new marketing technologies, and by providing significant employment opportunities for Canadians.

About RBC
Royal Bank of Canada is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance. Our success comes from the 84,000+ employees who bring our vision, values and strategy to life so we can help our clients thrive and communities prosper. As Canada's biggest bank, and one of the largest in the world based on market capitalization, we have a diversified business model with a focus on innovation and providing exceptional experiences to our 16 million clients in Canada, the U.S. and 33 other countries. Learn more at

We are proud to support a broad range of community initiatives through donations, community investments and employee volunteer activities. See how at

For further information:
Diana Conconi,, T: 647.725.2520 X 205 | C: 416.562.6717