Tracey Haldeman
Pinnacle Communications Resource Co.
Tracey has been a practitioner in the field of social marketing, brand development, advertising and behavior change communication for over 30 years. She has a deep understanding of designing and implementing strategies for campaign success. Her most recent projects include opioid misuse and abuse prevention, binge drinking prevention, smoking cessation and prevention, reduction of infant mortality, diabetes prevention and control, binge drinking prevention, and environmental protection and sustainability. Tracey is the President of the Social Marketing Association of North America and holds a master’s degree in Communication, Culture & Technology from Georgetown University and lives in Baldwin, MD with her husband Brian, three daughters, and six goldfish (who have now expanded to live in an outside pond).
Mike Kujawski
Centre of Excellence for Public Sector Marketing (CEPSM)
Mike is the owner and Managing Partner of the Centre of Excellence for Public Sector Marketing (CEPSM.ca), where for nearly 20 years he has acted as a senior consultant, trainer and professional speaker for major government, non-profit, and association clients in Canada and around the globe. Mike’s specialty areas include strategic marketing and communications, social marketing (behavior change), digital/social media strategy development, brand strategy development, social network analysis, infodemiology, open-source intelligence and market research. His specific niche involves helping public sector and non-profit organizations excel in the modern disruptive digital landscape by combining strategic social marketing planning with modern research techniques and a proven management consulting process. Mike is frequently asked to speak at major conferences and events covering a variety of topics ranging from the latest public sector marketing trends and behavior change approaches to the evolution of digital/social media culture and how it continues to transform our lives.
Brian Biroscak
Case Western Reserve University
Brian is a faculty member in the Center for Community Health Integration at Case Western Reserve University (Cleveland, Ohio, USA). Prior to this, he was a Senior Research Scientist within the Weitzman Institute at Community Health Center, Inc. (Middletown, Connecticut, USA). His line of research is focused on violence and injury prevention. He has a strong research interest in system dynamics modeling, which utilizes ‘feedback’ insights and computer simulation to hypothesize, test, and refine explanations of systems change. His background in social marketing is particularly valuable for prevention efforts. He enjoys working to increase the research and evaluation capacity of university students and other adult learners.
Nancy Lee
Social Marketing Services, Inc.
Nancy has more than 30 years of professional marketing experience, with special expertise in Social Marketing. She has an MBA with a major in marketing from the University of Puget Sound. In 1993, she formed Social Marketing Services, Inc., and provides consulting and trainings on developing strategic social marketing plans for professionals around the globe. She has co-authored 13 books on Social Marketing, 11 of these with Philip Kotler. She is an instructor for iSMA’s Certificate Course on Introduction to Social Marketing, and is an Affiliate Professor at the University of Washington. She is a founder and Board President of the Pacific Northwest Social Marketing Association, and serves on the Boards of SMANA and iSMA.
Lynda Bardfield
Chief Creative Officer, Creative Conscience
Vice President, SMANA
Leaving her private sector life behind, Lynda crossed over from commercial marketing to social marketing in 1990, bringing with her a wealth of experience that included over a decade of creative leadership for multinational advertising agencies in the U.S., Hong Kong, and across Latin America.
As Creative Director for several global non-profits and social marketing firms in Washington DC, her contributions have included institutionalizing the Creative Brief with public sector clients, inviting creative partners to the planning table, bridging the gap between research and program strategy, and directing numerous award-winning campaigns for global, federal, and state agencies.
On the academic front, Lynda taught social marketing and directed the Summer Institute for Social Marketing for twelve years at Emerson College in Boston and served as an Adjunct Professor at Tufts University School of Medicine where she taught social marketing before, during, and after the pandemic. As Chief Creative Officer of Creative Conscience, Ms. Bardfield focuses on learning as she goes, creating media and moments that inspire, and helping to prepare the next generation of change agents.
Now serving as SMANA’s Vice President, Lynda joined the association to contribute to the future of social marketing with lessons learned over the past three decades in over forty countries. She lives on Cape Cod with her husband and Shiba Inu, surrounded by coyotes, marine life, and an assortment of wild animals. Walking in nature, creating, and practicing yoga help to ground and balance and for additional inspiration, a dose of NYC several times a year.
Learn more at http://www.creativeconscience.net
Catalina Garcia
AB InBev
Catalina (Cata) Garcia is the Global Director of Corporate Affairs at Anheuser-Busch InBev (AB InBev) and Board Director of the AB InBev Foundation. Cata currently leads the AB InBev Global Corporate Affairs team, with her work centered on expanding and improving AB InBev’s reputation and ESG strategies, with Social Marketing as a key component. In addition, she manages AB InBev’s partnership with the United Nations Institute for Training and Research (UNITAR), aimed at improving road safety globally, and directs the company’s responsible drinking strategy. She is the co-author of the “How business can drive inclusive growth and development” report published by Harvard Kennedy School, and 2017’s U.S. Top Women in PR winner. She has been a member of several global boards such as IBM Women’s Diversity Network Group, Inversor Impact Investing Fund, and The Colombian Center for Social Responsibility (CCRE). Currently she is a board member of SMANA (Social Marketing Association of North America) and Business for Impact at Georgetown University. Born and raised in Colombia, Cata graduated as an Industrial Engineer from Javeriana University, and has worked with several multinational companies across different industries such as consumer goods, mining, technology, and communications (AB InBev, BHP Billiton, IBM).
Melissa Schock
Alberta Health Services
Melissa is a Senior Communications Advisor with Alberta Health Services. Within this role, she develops effective communications strategies for several provincial screening programs that work to positively impact the lives of Albertans. Melissa has a Bachelor of Management with distinction from the University of Lethbridge, a Bachelor of General Studies from the University of Calgary, and an Associate of the Royal Conservatory of Toronto diploma with first class honors. She has nearly 15 years of experience in health marketing, knowledge translation, research and stakeholder engagement in the healthcare sector.
Lauren Watkins
Environmental psychologist and social science practitioner
Lauren Watkins, Ph.D., is an environmental psychologist and social science practitioner specializing in behavior change, community engagement, and the human dimensions of conservation. She has over 15 years of experience working with nonprofits, governments, and private sector partners to design research-driven strategies that support sustainable behaviors and community-based solutions.
Her work focuses on translating behavioral science into practical approaches through community-based social marketing, environmental communication, and participatory program design. She has contributed to initiatives worldwide – spanning human-wildlife conflict, natural resource management, and sustainable living. Lauren holds a Ph.D. in Environmental Education and Conservation Behavior, a master’s degree in Natural Resource Management and Environmental Science, and a bachelor’s degree in Psychology, and is based in Florida.