Meet the Committee

Edinburgh 2019

Conference Chair

Academic Chair

Practice Co-Chairs

Planning Committee

Professor Jeff French

Conference Chair, CEO Strategic Social Marketing, Emeritus Professor Kings College London & Brighton University

Jeff French is a recognised global leader in the application of behaviour change and social marketing. Jeff has extensive experience of developing leading and evaluating behaviour change projects, social marketing programmes and the development of communication strategies at international, national, regional and local level.

With over 30 years experience at the interface between government, public, private and NGO sectors Jeff has a broad practical and theoretical understanding of national and international health and social development issues.

Jeff and has published over 70 chapters, articles and books in the fields of behaviour change, social marketing, community development, health promotion and communications. Jeff is a visiting professor at Brunel University and Brighton University and a Fellow at Kings College University London and teaches at four other Universities in the UK.

Jeff was the Director of Communication and Policy at the Health Development Agency for five years from 2000 – 2005. In March 2005 From July 2006 through to July 2009 Jeff set up and managed the National Social Marketing Centre for England. In August 2009 Jeff became the Chief Executive of Strategic Social Marketing Ltd.

Strategic Social Marketing works with clients from all over the world in the private, NGO and public sector on the development and evaluation of social behaviour change programmes. Strategic Social Marketing also provides consultancy services to some of the world’s biggest corporate communications and research companies.

Jeff continues to act as the principle adviser to the National Social Marketing Centre and the Department of Health behaviour Change and Social Marketing policy team. Jeff also acts as an advisor to a number of national policy committees, the EUCDC Knowledge and Resource Centre in Health Communication project, and is a member of the organising committee of the Global Social Marketer’s network. Jeff is a member of the editorial Boards of the International Review on Public and Nonprofit Marketing and the Journal of Social Marketing.

Jeff is Conference Chair of the World Social Marketing Conference. His new book ‘Social Marketing and Public Health Theory and Practice’, published by Oxford University Press is now available. Jeff is also the author of the NSMC’s new guide to procuring and managing the delivery of social marketing service.

Prof. Sally Dibb

Academic Chair, Professor in Marketing and Society, Coventry University

Sally Dibb is Professor of Marketing and Society in CBiS. Previously she was Director of the Institute for Social Marketing at the Open University (ISM-Open) and, before that, Associate Dean at Warwick Business School. She served on the REF 2014 panel for Business and Management. Sally’s research focuses on consumer behaviour change, market segmentation and social marketing, with recent projects funded by the ESRC, Leverhulme, FP7, Santander and InnovateUK. Sally is Chair of the Academy of Marketing’s Segmentation and Targeting Strategy SIG and a Fellow of the Chartered Institute of Marketing. She has authored twelve books and over 90 articles in European and US academic journals, and has successfully supervised 16 PhD students to completion. Sally’s research is inter-disciplinary, embracing technology, innovation and data science, with projects currently examining sustainable living, smart cities, privacy and security, as well as the application of ‘big data’. She is a member of the peer review college for the ESRC, Horizon 2020, the Australian Research Council and the Canadian Research Council. Sally is a trustee and board member of the charity Alcohol Research UK, and was appointed by the Secretary of State for Health as a trustee of the Alcohol Education Research Council.

My research in marketing strategy and consumer behaviour is underpinned by an interest in data. I’m interested in how data can be used to change consumer and citizen behaviour, particularly in areas that can improve well-being. E.g. how can data help different stakeholders to work together to tackle bigger issues facing society, such as security, sustainability, and health? My research also examines how organisations capture and use data to achieve their objectives. E.g. what impact have Big Data and digitalisation had on how organisations make strategic decisions? Recently my research has examined the privacy issues that exist between those producing data and those who consume it, examining the circumstances in which consumers are prepared to share their data and what benefits they expect in return.

Luke van der Beeke

Practice Co-Chair, Managing Director, Marketing for Change

Luke is the Co-Founder and Managing Director of Marketing for Change®, a social enterprise that works collaboratively to influence behaviours, improve lives and deliver positive social change.  He also recently established The Behaviour Change Collaborative, a non-profit organisation delivering programs to improve the mental health and wellbeing of individuals and communities.

A trans disciplinarian with extensive experience, over the past 20 years Luke has worked on behaviour change programs in Australia, Europe, South East-Asia and Africa. 

During five years at The National Social Marketing Centre, Luke delivered programs, training and advice to organisations including the World Health Organisation, the European Commission, Ogilvy, the Department for International Development (DFID UK), the Pan American Health Organisation (PAHO), and DH England.  He then led on the public sector spin-out of the NSMC to a social enterprise, and in 2012 co-founded The NSMC (CIC).

Recent work has included scoping strategies to reduce domestic violence against Aboriginal women and their children, strategic advice and community engagement work for the WA government’s Sustainable Health Review, and a new initiative to increase employment of people with disabilities in local government. 

Luke has also worked with local authorities to apply behavioural insights and theory to influence downstream behaviours on topics relating to timely payment of rates and infringements, pool safety, waste and recycling, animal welfare, and fire preparedness.

He is a Board Member of the Australian Association of Social Marketing and The Recovery Portal and also participates on several government and NGO advisory groups.  He’s an Adjunct Research Fellow at both Curtin University (Public Health), and Griffith University (Social Marketing).

Luke’s enjoys applying his knowledge of various behaviour change techniques to a broad-range of policy areas. He’s advised and delivered programs in a large number of policy domains including public health, alcohol and other drugs, public transport, disability services, sport and recreation, suicide prevention, the environment, climate and sustainability, social services and public safety. 

Professor Rebekah Russell-Bennett

Professor of Marketing, QUT Business School, Queensland University of Technology Australia

Rebekah is a Professor of Marketing at the QUT Business School, Queensland University of Technology Australia and has specialist expertise in behaviour change and social marketing. Rebekah has been the Practioner Co-Chair for the World Social Marketing conferences in 2015, 2017 and now 2019.  Rebekah is also the immediate Past National President of the Australian Association for Social Marketing (AASM). Rebekah holds a PhD in services marketing and has over 200 peer-reviewed publications. Rebekah is the co-editor of the Journal of Services marketing and is on the editorial board of the Journal of Social Marketing.  She is on the steering committee for the Group of Energy Efficiency Researchers (Australia).

Rebekah has worked on large social marketing projects for organisations such as the Commonwealth Department of Environment and Energy, Australian Department of Education, Queensland Department of Health, Brisbane City Council, Queensland Transport, the Australian Breastfeeding Association, the Australian Red Cross Blood Service and SecondBite Food Relief.  Her social marketing expertise ranges from strategy development to program evaluation.

Rebekah’s approach to social marketing utilises key concepts and techniques drawn from services marketing, design thinking and technology.  Rebekah is the lead of the Service Thinking for Social Problems group at QUT – visit her website to see more than 33 projects www.research.qut.edu.au/servicesocialmarketing

Caroline Hill

Marketing Manager, The Marketing Society, Scotland

After graduating from Strathclyde Business school with a degree in marketing and HR, Caroline began her career at the Midlothian Chamber of Commerce where she cut her teeth on the world of events and marketing.  She then became an events manager at The Gleneagles Hotel.  Whilst at Gleneagles the resort was owned by Diageo, and Caroline became the account manager for all Diageo business in the hotel including their Annual Leadership summit.  She also headed up the £1.8m festive programme.

Caroline then moved to the Marketing Society Scotland as events manager and quickly became regional manager where she was responsible for events, membership and sponsorship – running a programme of over 20 events a year including The Star Awards and the St. Andrew’s Dinner. Managing the membership function she developed a strategy to bring younger, associate members into the Society.  After 8 years in Bristol, she has now returned to the Marketing Society Scotland as marketing manager. In her spare time she enjoys tap dancing and chasing around after her 2 young daughters.

Dr Nadina Luca

ESMA Board Member & Lecturer in Marketing, University of York

Dr Nadina Luca is a lecturer in marketing at the York Management School. Her research is interdisciplinary drawing upon social marketing, sociology of health and service scholarship.

She has collaborated with the NHS and local authorities on Smokefree and wellbeing programmes and is the administrative officer of the European Social Marketing Association. Current research interests include value co-creation, networks, food wellbeing and consumer vulnerability.

Dr Ross Gordon

Professor, School of Advertising, Marketing and Public Relations, QUT Business School

Ross is an interdisciplinary Social Science scholar employed at QUT Business School. He is also President of the Australian Association of Social Marketing (AASM). Ross is a social change activist. His work focuses on social issues and social change, through a critical, reflexive and multi-perspective lens. His discipline expertise lies in social marketing, consumer cultures, and critical marketing teaching and research. He works across various social change topic areas including energy efficiency, environmental sustainability, alcohol and alcohol marketing, gambling, tobacco control, mental health, and workplace bullying. He is also interested in critiques of neoliberalism and related social activism.

Ross uses interdisciplinary and mixed-method and multi-method approaches to his work and has extensive experience using methodologies including longitudinal quantitative surveys, systematic reviews and meta-analyses, focus groups, depth interviews, ethnography, content analysis, and cognitive neuroscience. He also has considerable experience in research, designing, implementing and evaluating behaviour and social change programmes. He has been a principal or named investigator on projects attracting over $6.9m in research funds in Australia, UK, Europe and India from funding bodies including the Australian Research Council (Discovery), Medical Research Council, Economic and Social Research Council, Commonwealth of Australia, and European Commission. He has acted an expert advisor to the Australian Government, the UK and Scottish Governments, the European Commission, WHO, NSW Health, Cancer Institute, and a range of other stakeholders on various topics relating to behaviour and social change.

Ross was formerly employed at the University of Wollongong Faculty of Social Sciences (2010-2014), the Institute for Social Marketing at The Open University Business School (ISM-Open) from 2009-2010, and prior to that the ISM at the University of Stirling (2005-2009). Ross is currently a Visiting Fellow at the Open University, Honorary Research Fellow at Coventry University, a Visiting Academic at London School of Economics and Political Science, and an Honorary Senior Fellow at the University of Wollongong Faculty of Social Sciences.

He has published over 70 academic journals, book chapters and conference papers including in outlets such as European Journal of Marketing, Journal of Business Research, Marketing Theory, Journal of Services Marketing, Journal of Macromarketing, Journal of Social Marketing, Energy Policy, and BMC Public Health. He has also written numerous client reports and regularly gives invited presentations. Ross co-authored a leading textbook on social marketing and social change: Jeff French and Ross Gordon (2015). Strategic Social Marketing. London: Sage. Ross is a keen player and follower of sports including playing football for Macquarie University, some tennis and cycling, loves travelling, enjoys current affairs, and is a big music fan and occasional techno DJ.

Graeme Atha

Director, Marketing Society Scotland

To follow.

Kelley Dennings

Action Research & Social Marketing Association of North America (SMANA)

Kelley, Founding President of the Social Marketing Association of North America, started her social and behavior change career working for local and state government. She then worked for multiple environmental nonprofits focused on recycling, forest conservation and consumption before working for an internationally known social marketing agency. Kelley currently works at the Center for Biological Diversity leading the Center’s work to address the connection between human population growth and overconsumption and their threat to endangered species and wild places. She has conducted social marketing, social media, public relations, and traditional advertising projects throughout her 20-year career.  She holds a bachelor’s degree in natural resources from N.C. State and a master’s degree in public health from the University of South Florida. In her spare time she enjoys taking pictures of water towers.

Martine Stead

Deputy Director, Institute for Social Marketing (ISM) at the University of Stirling

Martine Stead is Deputy Director of the Institute for Social Marketing (ISM) at the University of Stirling. Established nearly 40 years ago, ISM conducts research in three areas: the development and evaluation of behaviour change interventions, the critical scrutiny of the impact of commercial marketing on health and society, and the evaluation of public health policy interventions. The University of Stirling was awarded the Queen’s Anniversary Prize in 2014 for ISM’s internationally research into the effects of tobacco, alcohol and food marketing on children and young people.  Martine’s research interests are wide-ranging, and include consumer insight research to guide the developments of interventions; marketing of food, gambling, tobacco and alcohol; research in the retail setting; evaluation of intervention implementation processes; standardised tobacco packaging and alcohol minimum unit pricing; cancer prevention. She has published widely in public health and marketing journals.

Matt Howick

Co-founder & Director, The Social Marketing Gateway (SMG)

Matt is co-founder and Director of SMG (The Social Marketing Gateway), a specialist behaviour change and social marketing consultancy. He is passionate about marketing and behaviour change and is a keen advocate of encouraging positive health and wellbeing.

Matt has over 25 years’ marketing experience on client and agency sides and has held senior roles with private and public sector organisations including central government. His marketing expertise covers all marketing disciplines including research & planning, data analysis, product and strategy development, digital marketing and comms.

‘Having attended previous World Social Marketing conferences in Brighton, Dublin and Toronto, I’m very much looking forward to this next conference and the ensuing sharing of experiences and discussion. I’m also delighted that is is coming to Edinburgh and Scotland.’

Nicci Motiang

Strategy & Insight Lead - The Scottish Government

Nicci Motiang is currently on secondment as a Strategy & Insight Lead at The Scottish Government, working on a range of initiatives on diverse policy areas including Animal Welfare, Domestic Abuse and Healthcare Recruitment. She is seconded from her role as Head of Planning at The Union Agency in Edinburgh, where she led a strategy and research team working on behaviour change campaigns for public and private sector. Areas of special interest in social marketing are healthy eating, volunteering, digital platforms, health, families and parenting. Nicci has worked with The Scottish Government on their Eat Better Feel Better initiative, which helped drive 35% uplift in healthier behaviours with the target audience, as well as successful food safety and healthy eating campaigns for Food Standards Scotland.  She is currently working on The Scottish Government’s Parent Club initiative, which is loved by parents and inspired action in 40% of those surveyed. Parent Club has been recognised as a unique approach in parental social marketing and a UK public sector first.

Nicci previously worked with advertising, digital and media global agency networks in London, Vienna and Melbourne, developing strategy for a diverse range of sectors and clients. She specialises in brand development, insight generation and behaviour change campaigns. At The Union, Nicci has introduced services in behavioural economics, online qualitative research and ethnographic user testing. She is a graduate of the University of Cambridge, where she studied languages, and is fluent in German. Nicci enjoys studying and undertook her second undergraduate degree alongside work as a mature student, gaining a first class honours degree in Psychology. She has also worked as a journalist, trainee teacher and crisis line counsellor. Nicci lives in Edinburgh with her two children.

Patrick Cook

President, International Social Marketing Association (iSMA)

Patrick Cook has more than 20 years of experience in leading and delivering communication, social marketing and training and technical assistance solutions. He has led large capacity-building and social marketing projects for US and Canadian government and for-profit corporations as well as delivered focused solutions for community based organizations and local agencies. Over the years, Patrick has designed, developed, and delivered dozens of training workshops, courses, and materials to help adults working at the community level be more effective communicators and social marketers. Drawing on his academic studies in rhetoric and composition and his 20-plus years working as a social marketer and trainer, Patrick’s workshops are designed to empower non-professional communicators benefit from and learn to implement the best practices of communication and social marketing professionals in their community-based work. Working together for more than 12 years, Patrick and Jean have designed and delivered a unique training curriculum and process that is easy-to-follow, adaptable, and scalable across multiple communication and behavior change challenges. Patrick is currently Senior Vice President at IQ Solutions, a digital health communications firm based in Washington, DC. Prior to this, he was Director of Training & Technical Assistance at FHI 360 and a Principal at ICF International. He has also worked as a journalist, lecturer, and technical writer.

Pauline Aylesbury

Deputy Head of Communications - The Scottish Government

As Head of Marketing and Insight, Pauline is responsible for the strategic development and delivery of the Scottish Government’s social marketing initiatives, covering a breadth of policy areas including health, safety, education and climate change.

Originally from an advertising agency background, working with brands such as Heineken and Baxters, Pauline has been a practitioner of social marketing for 15 years. Her most notable work includes initiatives for Road Safety and Climate Change and her recent cross-topic, user-centric Parental Strategy for the Scottish Government.

In 2016 Pauline established the Strategy & Insight Team – an innovative new function within Communications at the Scottish Government. The team’s focus is to provide clear, actionable, insight to develop the most effective communications for audiences to maximise reach, impact, efficacy and return on investment and to implement robust evaluation.

Pauline was a keynote speaker at the UK Social Marketing conference in London and IPA Effectiveness Week in 2017. She was also awarded Marketing Star of the Year 2017 and is now the Chair of the Marketing Star Awards for 2018 and 2019. She currently sits on the Marketing Society Scotland council and is a mentor to many university students and young people.


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