The Country Music Association has announced the promotion of Michelle Kirk to Senior Director, Integrated Marketing and Mary Overend to Senior Director, Marketing.

“Michelle and Mary are valuable leaders and integral members of our team at CMA,” says Kelly Striewski, Senior Vice President, Marketing, Content and Communications Strategy. “Beyond a broad knowledge base of marketing, their expertise across the broadcast and digital landscapes specifically, allows CMA to continually expand our fan engagement and brand footprint, further develop our partnership opportunities and ultimately grow all categories of our audience; all of which feeds into our mission of driving awareness and consumption for the Country Music genre. I look forward to seeing them shine in their new roles!”

Kirk has been promoted to Senior Director, Integrated Marketing after re-joining CMA in 2019 as Director, Integrated Marketing. In Kirk’s new role, she is responsible for managing day-to-day activity on all broadcast TV integrations and CMA’s network sales partnership, as well as developing strategies and managing relationships with key marketing and digital partners. Additionally, Kirk and her team work to ensure CMA strategic initiatives, marketing relationships and industry needs are met, and educate corporate partners on the power and potential of strategic alliances with Country Music. Kirk reports to Striewski.

Kirk previously held the position of Senior Manager, Strategic Partnerships at CMA before transitioning her career to become a Brand Partnerships Agent at WME. An Illinois native, she graduated from Illinois State University with a degree in management.

Overend has been promoted to Senior Director, Marketing, previously holding the title of Director, Marketing. In this new position, Overend oversees CMA’s digital properties including social media, email marketing, multiple websites, year-round app and curated playlists, as well as advertising campaigns and radio partnerships. She determines strategies to support CMA’s key goals and integration with data architecture/CRM initiatives, while her team manages day-to-day operations and relationships with internal teams and external vendors. Overend reports to Catherine Frizzell, Vice President, Marketing.

Prior to joining CMA, Overend was the eCommerce Marketing Coordinator at Carter’s and OshKosh B’gosh. Originally from Atlanta, she graduated from the University of Tennessee Knoxville with a degree in advertising and a minor in business administration.

About the Country Music Association

Founded in 1958, CMA is the premier trade association of the Country Music industry. Representing professionals making a living in Country Music globally, the organization serves as a critical resource of support and information, honors excellence in the genre and provides a forum for industry leadership. CMA is dedicated to expanding Country Music around the world through a number of core programs and initiatives including the organization’s three annual television properties—the CMA Awards, “CMA Fest” and “CMA Country Christmas,” all of which air on ABC. The organization’s philanthropic arm, the CMA Foundation, works tirelessly to provide equitable access to music education in order to create impactful change for students and teachers across the United States.

Michelle Kirk, Senior Director, Integrated MarketingPhoto Credit: John Russell/CMA

Michelle Kirk, Senior Director, Integrated Marketing
Photo Credit: John Russell/CMA

Mary Overend, Senior Director, MarketingPhoto Credit: John Russell/CMA

Mary Overend, Senior Director, Marketing
Photo Credit: John Russell/CMA