CTAM CEO Beales to step down amid organizational changes

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Veteran cable marketer Char Beales said she will retire as CEO of CTAM (Cable and Telecommunications Association for Marketing) at the end of the year.

Char Beales, CTAM

Beales (Image source: CTAM)

"It's been a great ride. It's a great organization, it's going to remain a great organization. I'm going to help them find the next person for this job," Beales told FierceCable Thursday. Her departure "has been long planned," Beales added.

The move comes about two months after CTAM announced it would stop holding its annual CTAM Summit conference and cut staff who worked on its conferences.

Beales said CTAM now counts about 25 employees, down from 33 at its peak. Its biggest CTAM Summit was its 2005 event in Philadelphia, which drew about 3,400 attendees.

Beales, who has been CEO of CTAM since 1992, noted that the shift at major cable MSOs to centralize marketing operations has also impacted the association. "Activities that we had that served a broad array of field marketers--that's not needed anymore," she added.

CTAM is also restructuring its membership structure. The organization, which previously offered individual memberships, will only accept corporate memberships beginning at the end of 2013, Beales said.

With the end of the Summit, CTAM is focusing on educational programs and supporting cooperative marketing campaigns for cable MSOs. Beales said CTAM will continue to run its annual "CTAM U" executive management program at Harvard Business School. The association will also continue to help the industry market Movies On Demand and CableMover, a program focused on helping operators retain subscribers who move to new homes. "We're full steam ahead," Beales added.

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