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The election to replace current chairman Rosemary Smith by members of the DMA’s Advisory Council follows a re-structure of the association earlier this year.

Metcalfe, head of wholesale banking development at Lloyds TSB Scotland, said: "No doubt there are challenges ahead - particularly given the economic outlook – however, I feel very strongly that the Association is well positioned to address them. I am sure this will be a dynamic time for the direct marketing industry."

The executive board was slashed by two thirds in August after recommendations made in its strategic review. This was to address problems arising over decision making. The new Board will sit for its inaugural meeting in November.

Fedelma Good, head of marketing privacy & suppression management for Barclays Marketing has been appointed as deputy chair.

She said: "I look forward to working closely with David and the rest of the newly-elected Board to help carry on the process of change which Rosemary Smith, the outgoing Chair and the previous Board, had started so effectively.

The DMA’s new board also comprises five representatives from the Advisory Council and two representatives from the Regional Council, elected by the Advisory Council. There are also up to three co-options, the Honorary Treasurer and the Secretariat Divisional Directors who are non-voting.

Tony Kane and  Scott Logie are regional representatives on the new Board of Directors. Ordinary members include Malcolm Black, Chris Combemale, Malcolm Green, Gillian Lyall and Jan Morris. Mandy Merron is the honorary treasurer.

Aside from chairing the DMA, Metcalfe is a fellow of the Institute of Bankers in Scotland, independent chair of the Edinburgh Jobs Strategy Group and a member of both the Institute of Directors and the Institute of Direct Marketing.