OMA chief steps down after 12 years

Charmaine Moldrich's tenure saw her overseeing development of the outdoor industry's MOVE measurement approach

Chamaine Moldrich
Chamaine Moldrich

After more than a decade in the post, Outdoor Media Association (OMA) chief executive, Charmaine Moldrich, has confirmed she’s stepping down in June 2023.

“It’s a bittersweet moment, but after more than a decade working in an industry it is time to move on,” she stated. “Out of Home [OOH] has become so much a part of my life and I’m extremely proud of what we’ve accomplished in that time – particularly how we’ve seized the opportunities of digital OOH and developed tools to help advertisers, buyers, and planners understand the effectiveness of the channel.

“While there’s much more to do, I know it is the right time to step away and create space for new energy and ideas, to shepherd the industry into the next phase.”

Moldrich became CEO of the OMA in 2010 after having worked across the media, arts, higher education and government sectors as a marketer and events leader. Organisations include the Historic Houses Trust and Sydney Harbour Foreshore Authority.

Among the many milestones reached during her tenure is the launch of the Measurement of Outdoor Visibility and Exposure (MOVE) platform, which is looking to provide an industry-wide audience measurement to the increasingly digitised OOH sector. The next iteration, MOVE 2.0 is currently in development to launch under the new CEO in 2024. The industry shifted to version 1.5 in January this year.

Moldrich was also the joint winner this year of the World Out of Home Organisation’s Leadership Award, in recognition of her contributions to the OOH industry. She will take a break for six months before making her next professional move.

In a statement, OMA independent chairman, Charles Parry-Okeden, thanked Moldrich for her service.

“The industry would not be where it is today if not for the judicious yet aspirational leadership of Charmaine,” he said. “While we pay tribute to Charmaine’s legacy, we also look forward to finding a replacement to lead the OMA and MOVE into the future.”

Johnson Partners is now looking after the recruitment for the next OMA CEO. The association has more than 100 members across Australia.


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