CMA Promotes Six, Adds One

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Pictured (clockwise): Michael Farris, Kate Watson, Jeff Leet, Kennedy Strickler, Mary Spaulding, Richard Xiong and Lindsey Morrison

The Country Music Association has revealed six promotions and one new hire across multiple departments.

Michael Farris has been elevated to Vice President, Business Strategy and Insights, previously serving as Senior Director, Business Strategy and Insights. In his new role, Farris will spearhead CMA’s strategic growth through data, technology, and company-wide collaboration to enhance processes, innovation, and organizational growth. He will also helm insights, ticketing, and data architecture teams to align revenue efforts through shared planning and resources to drive greater impact for CMA’s mission. Before joining CMA in 2018, Farris led the Strategic Consulting and Research team at The Aspire Group. Farris reports to Emily Evans, Senior Vice President, Business Strategy and Operations.

“Michael made an immediate impact when he joined CMA in 2018 and has exponentially grown the depth and breadth of that impact through his strategic vision, drive for innovation, and cross-functional leadership,” says Evans. “His guidance of our Insights, Ticketing, and Data Architecture teams has driven measurable, meaningful results, and his dexterity to support high priority, cross-functional initiatives beyond his official scope has generated countless improvements across the entire organization. It’s exciting to think about all the opportunities Michael could open for CMA in his new role.”

Kate Watson has been promoted to Senior Director, Industry Relations, previously serving as Director, Industry Relations. Watson oversees CMA’s industry relations and membership strategy, including industry partnerships, community building, talent relations, and workforce development. She also drives membership engagement and events and creates artist and industry experiences at all major CMA events. Prior to joining CMA in 2018, Watson was in the talent buying and live entertainment sector with Klein’s Entertainment. She also was a member of CMA EDU and held an internship at CMA. Watson reports to Tiffany Kerns, Senior Vice President, Industry Relations & Philanthropy.

“Kate has grown into an incredible leader within CMA, bringing curiosity, commitment, and a constant drive to pour back into our industry,” shares Kerns. “From strengthening CMA EDU, to guiding our Touring Mentorship and Women’s Leadership Academy initiatives, she continues to find meaningful ways to bolster professional development across the community. She plays a vital role in ensuring our members see themselves reflected in our events, maximizing their participation and making every experience more impactful. I am thrilled to celebrate her promotion and can’t wait to see the ways she will continue shaping the future of our industry.”

Jeff Leet has been upped to Director, Brand Integrity, previously serving as Senior Graphic Designer. Leet is the art director for all CMA branded properties, including the CMA Awards, CMA Fest, CMA Country Christmas, industry awards, and membership, creating a visual identity and holding creative standards across events and initiatives. He leads digital, print, and merchandise design, manages creative vendors and staff, and collaborates with internal teams and television partners to create brand consistency. Leet held previous graphic design roles with All Elite Wrestling, MP&F Strategic Communications and CMT before joining CMA in 2023. Leet reports to Amanda Eckard, Senior Director, Creative and Content.

“Jeff has elevated CMA’s visual identity to new heights, strengthening the brand and presenting a cohesive look across the organization’s properties,” adds Eckard. “He’s the consummate team player, constantly expanding his knowledge and advancing CMA’s overall content strategy. This promotion is so well deserved and ensures the integrity of CMA’s brand will continue to be preserved for years to come.”

Additional company promotions include Lindsey Morrison to Senior Manager, Community Engagement for the CMA Foundation, Richard Xiong to Insights Senior Analyst, and Kennedy Strickler to Communications Project Manager. CMA has also added Mary Spaulding as Content Production Manager.

Madison Hahnen
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