About Us

Our Big Purpose

To bring together a global community of people who are passionate about Agile marketing to learn, share, and grow together so that we can be better marketers, advance our careers, and rediscover the joy of marketing.

Our History

The Agile Marketing Alliance was formed out of a meeting called Sprint Two, where we revised and finalized the Agile Marketing Manifesto. The Agile marketers who took part in that meeting felt that Agile marketing needed an organization that would serve as a front door to all things Agile marketing, that would be an advocacy group to increase both the breadth and depth of adoption of Agile marketing, and that would be a gathering place, a community, for Agile marketers.

Jim Ewel and Melissa Reeve founded the Alliance in June of 2022.

About Jim Ewel

JIM EWEL is one of the authors of the Agile Marketing Manifesto and the co-founder of the Agile Marketing Alliance ( ).  He is also the author of the essential guide to the implementation of Agile marketing, The Six Disciplines of Agile Marketing.

He is frequently asked to speak on the topic of Agile Marketing at industry conferences, and he has helped over 80 companies adopt Agile marketing, including organizations as diverse as T-Mobile, Salesforce, Best Buy Canada, Thales,, EQ Bank, Boston Private, CUNA, NAIT, Deseret Digital, SpaceSaver, Great Dane Trailers, Northern Arizona University, Netskope, Sprinklr, and Zenprise.

Earlier in his career, Jim spent 12 years at Microsoft in various roles including GM of SQL Server marketing and Vice President of Server Marketing. Jim was also CEO of three startups in the Seattle area, all of which grew rapidly and were eventually sold to Oracle, Google, and Stratus Video.

About Melissa Reeve

Agile thinker, Agile life

Even before I knew what capital A Agile meant, I was living a life filled with agile thinking.  

An upbringing filled with challenges and opportunities, pressed me to make on-the-fly pivot or persevere decisions, whether it was to spend three months on my own in Japan as a sixteen year old or to self-fund a private university education.  I learned how to choose a direction in the midst of certainty, keeping enough options open to adjust as new information emerged – my Agile life.  

The menagerie of people and places I’ve encountered along the way, including time spent living on the Navajo Indian Reservation, exposure to management gurus, and work with homeless populations, expand my empathy base and inspire new ways of thinking.  

As I lifelong marketer, I enjoy seeing the discipline evolve, and am currently innovating around Agile marketing, modern marketing management and business agility.

 I live in Boulder, Colorado with my husband, chickens, gardens and dogs.  

Melissa Reeve, Co-Founder
Jim Ewel
Jim Ewel, Co-Founder