The Agile Marketing Alliance

Formed for and by the Agile Marketing Community

Our History

The Agile Marketing Alliance began as an idea during Sprint Two, a community-driven event of Agile Marketers held in September, 2021.

During that event, the group advocated for the creation of an organization dedicated to expanding the depth and breadth of Agile marketing around the world.

In January of 2022, co-Founders Jim Ewel and Melissa Reeve came together with key members of the community to found the Agile Marketing Alliance.

The mission of the Alliance is to unite the Agile marketing community, to connect the eco-system, to create standards, and to further the adoption of Agile Marketing.  The Agile Marketing Alliance exists to serve the needs of the community using the values of the Agile Marketing Manifesto by focusing on delivering customer value.


Melissa Reeve, Co-Founder

MELISSA REEVE is a contributor to the latest version of the Agile Marketing Manifesto and a co-Founder of the Agile Marketing Alliance. 

Prior to co-Founding the Agile Marketing Alliance, Melissa served as Vice President, Marketing at Scaled Agile, the provider of the Scaled Agile Framework (SAFe). There, in addition to leading the marketing organization, she became a SAFe contributor, founded the SAFe Business Agility podcast, and developed the Agile Marketing with SAFe course. 

Melissa has over 25 years of experience as an executive and consultant in the high tech, education and Agile spaces.  An active speaker and thought leader in the Agile marketing space, Melissa lives in Boulder, Colorado, USA with her husband, chickens and dogs, where she enjoys hiking and gardening.


Jim Ewel
Jim Ewel, Co-Founder

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.

The Team

Our Community Leaders

Community Leaders foster connection and sharing within the Agile Marketing Alliance  community. They serve as mentors, connectors, amplifiers and hosts.