Lin joined the list brokerage firm in 1996 after stints at Time, Reader’s Digest and Boardroom. She spearheaded creation of the firm’s MarketRelevance promotion tracking database, seasonality studies and industry benchmarking tools.

"What makes her so unique is she wasn’t a list person, she was a direct marketer first," said Chris Paradysz, president of Paradysz Matera. "She always came from the point of view of the client. More importantly, she came it from the point of view of the consumer."

Paradysz announced that his firm will start a Jennifer Lin award to honor employees who best exemplify her qualities. It may be expanded later to people outside the firm.

A memorial is being planned for Aug. 14.

Lin is survived by her husband Sam Rosenthal.

In lieu of flowers, the family asks that donations be made to Gilda's Club Worldwide, an organization for people living with cancer. The address is 322 Eighth Avenue, Suite 1402, New York, New York 10001. The Web site address is www.gildasclub.org.