Lins harnesses the collective power of CTAM members in ways that benefit the industry as a whole. Committed to increasing women’s chances for advancement, she supports the CTAM Harvard Business School program. Lins is focused on customer retention, piracy mitigation and content discoverability. The SmartMove marketing co-op program achieved 1.5B impressions, BusinessServicesConnect.com delivered 65% more small business leads than in 2024 and the StreamSafely.com consumer education initiative thwarted an estimated $1.3M worth of content theft.
What part of your job would surprise people the most? People are surprised to learn that I’m the first marketer to lead CTAM. We’re not a typical association in the way one might think—with conferences, chapters, etc. My role is more as an industry CMO, and we are in the actual work with and for our members, strengthening the business and driving real impact.
If you were a Taylor Swift era, which would you be and why? Fearless – you need fortitude to face change and lead through ups and downs.
What’s a routine or ritual that keeps you grounded? One of the things that keeps me grounded is spending time with my Nova Scotia Duck Tolling Retriever pup, Augie. I especially enjoy hiking in my local nature sanctuary with him. I’m a huge dog lover and enjoy the kindness and positivity of the dog community we’ve built on social media. He has his own accounts with almost 12,000 followers!
The industry is transforming quickly—how are you preparing your teams (or yourself) for what’s next? As we approach CTAM’s milestone 50th anniversary next year, I’m especially aware of how we’ve evolved over the years to consistently lead change and support transformation. Right now, we’re leaning into AI—using it to enhance lead generation and amplify impact as well as sharing best practices, curating collective insights and developing programs to help members leverage it.