Meet PRSA’s New CEO Matthew Marcial

Matthew Marcial, a leader with over 15 years of experience in trade and professional associations, started as PRSA’s CEO on March 3. 

As a consultant and executive, he has built a career driving growth, innovation and engagement within associations, including as CEO of the National Association of College Auxiliary Services.

Reporting to and working closely with PRSA’s Board of Directors, he will guide the implementation of the Strategic Plan and the organization’s advocacy efforts to support its members.

I talked with Matt in late February for a Q&A we first published on PRsay.

Here are a few excerpts:

In high school, you started working at a resort, where you continued to advance as you studied for your bachelor’s and then your master’s degrees. When did you realize that a career in hotel and hospitality management was for you?

It was something I thought would be a fun job while I was in high school and getting ready for college. I got bit by the bug and found my love of working with people. Many things that I learned in hospitality translated to the association space, like anticipating guests’ needs.

In the association world, you progressed from vice president to CEO. When did you realize you were ready to pivot from upper management to the CEO level?

I’ve tried to be strategic about my career. Associations opened my eyes to the many different business paths and operational areas. I’ve been lucky to have had the opportunity to touch and lead several of those areas.

When I joined a large global association at the IIA (The Institute of Internal Auditors), I led a large business unit, which prepared me to lead an organization. Now, I’m very excited to be stepping into the PRSA CEO role.

How do you describe your leadership style?

I want to hire and develop people who can do their jobs well and get out of their way so that we can be successful. I want to make sure that they’ve got the resources to be successful.

I’m big on holding the team accountable for our goals — and also on my team holding me accountable for what I say I’m going to do. Being able to articulate the vision of where we’re heading — you can’t communicate those things enough, especially about big changes and big initiatives. Also, having empathy as a leader is important. Those things are key to my leadership style.

What was particularly attractive about PRSA to you as the next step in your career?

With PRSA being a 75-year-old organization, the reputation of PRSA is tremendous. Being able to tie in where the organization is going with the new Strategic Plan was exciting.

I see a lot of big initiatives, big projects that are going to be transformative for the organization. That was exciting to me, reading the projects that are in the Strategic Plan and what’s ahead. It’s what got me motivated in this role.

I’ve asked you many questions about your career and career progression. What do you like to do outside work? 

I’m a big music buff, and I play the saxophone. I’m also a huge foodie. I love to cook, grill, and barbecue, and, of course, eat.  

My wife and I have two school-age boys and a daughter in college, so that keeps us very busy.