conditionally execute maven plugins

You can use profile with special activation conditions like this:

<project>
  ...
  <profiles>
    <profile>
      <id>my-test-plugins</id>

      <activation>
        <property><name>!maven.test.skip</name></property>
        <property><name>!skipTests</name></property>
      </activation>
      <build>
        <plugins>

      <!-- define your plugins here -->

        </plugins>
      </build>
    </profile>
  </profiles>
</project>

More info you can find here:

http://books.sonatype.com/mvnref-book/reference/profiles-sect-activation.html