ADMA director of regulatory and advocacy Sarla Fernando has announced news of her departure from the industry body in a LinkedIn post on Wednesday.
Fernando said it was an ‘incredible honour to serve and represent the data-driven marketing and advertising community in so many meaningful ways.’
“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.”
Reflecting on her tenure with ADMA, she highlighted her work in compliance, collaboration with marketing and legal teams to ensure best practices, and supporting 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,” she said.
“None of this would have been possible without the invaluable support of the amazing ‘ARAWG’ (ADMA Regulatory and Advocacy Working Group) and the entire, exceptionally talented ADMA team.”
Sarla Fernando
She also extended her gratitude to ADMA Members, Clients, Advisory Committee Members, Privacy Advocates, Regulators, Consumer Advocates, and the broader marketing community.
“Every conversation, every (whiteboard) brainstorming session, and every challenge has enriched my experience and deepened my understanding,” Fernando added.
Looking ahead, Fernando said: “ADMA is in a strong position to lead the industry through upcoming regulatory reforms, and I’ll continue to support from the sidelines, cheering on the brilliant new team (announcement coming soon!). The industry is in great hands.”
Fernando also hinted that she would be stepping into a new role ‘that stretches my mind and comfort zone’. She said: “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!”
ADMA CEO Andrea Martens thanked Fernando for her dedication to the role and Privacy and Compliance in the Australian marketing industry over the years, calling her a “powerhouse” and “instrumental” to championing responsible marketing to help build and retain customer trust.
“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.”
Andrea Martens
Martens reaffirmed ADMA’s commitment to building on the work she has pioneered, driving the importance of responsible marketing, advocating on behalf of the industry and informing and educating marketers on best practice in compliance in Australia.
She noted that the industry body will do this by expanding its regulatory team with two new key team members, including a head of regulatory and advocacy, to be announced in due course.
“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 and 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,” Martens said.
“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,” she added.
–
Top image: Sarla Fernando