Meet SMANA’s Officers and Board of Directors

SMANA’s officers and board of directors work to provide you with opportunities to grow as a behavior change agent. 


These officers serve a 1-year term from January to December. Read our board officer job descriptions.

President and Treasurer: Karyn Dudley Madore

JSI Research and Training Institute, Inc.

Vice-President: Lynda Bardfield

Creative Conscience & Tufts University School of Medicine

Secretary: Emily Patterson

Bee Measure

Strategy Officer: Mike Kujawski

Centre of Excellence for Public Sector Marketing (CEPSM)

Board of Directors Per Geography Represented


Mike Kujawski (Strategy Officer)

Centre of Excellence for Public Sector Marketing (CEPSM)

Mike is the owner and Managing Partner of the Centre of Excellence for Public Sector Marketing (, 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.

Central America/Caribbean

Kristin Jones

Healthy Caribbean Coalition and Heart and Stroke Foundation of Barbados

Kristin is a public health and marketing professional with 10 years experience promoting health in Barbados and across the Caribbean region. She currently works for the Healthy Caribbean Coalition. She blends her unique perspectives by applying marketing skills to social change initiatives. Kristin is dedicated to leveraging partnerships to improve health, and has collaborated on health promotion and advocacy projects which engage NGOs, academia and the private and public sector. Her most recent projects include diabetes, cardiovascular health, workplace wellness and childhood obesity. She has also conceptualized and executed innovative campaigns for international health brands. She graduated from the London School of Hygiene and Tropical Medicine with a Master of Science in Public Health and holds a Bachelors in Biology with Microbiology from the University of the West Indies. She loves to travel and spends her free time enjoying the outdoors with her family or reading.


Dulce Espelosin

International Consultant

Dulce has trained more than 300 people in the social marketing tools and techniques as a way to build behavior change strategies to achieve conservation. She is a communications specialist from Tec de Monterrey in her native Mexico. With a notable trajectory working with rural communities since 2003, starting when she was working at “Bosque la Primavera” – the biggest protected area – in Guadalajara, Mx, she won the 2020 “Distinguished Service Award for the Latin American and Caribbean section” from the global Society for Conservation Biology. For 3 years running, she has been leading the “Communicating Conservation for Behavior Change” module of the world-class Conservation Leadership Program and for 13 years she worked at Rare designing, implementing and training practitioners in +15 countries and in some of the world’s most hard-to-reach communities. Dulce is certified as a Professional Facilitator by the Canadian Institute of Cultural Affairs and since 2021 an independent consultant, part time working with Legado Initiative training facilitators in best community outreach techniques to find ways to support them to thrive in their futures. Dulce spends the other half of her time designing and implementing different independent consultancies for international NGOs and Governmental agencies.

United States

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 (PNSMA representative)

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.


Sally McCaffrey

McCaffrey Consulting, Social Good By Design

As an innovative change agent with intuitive strategic and tactical acumen, Sally brings complex elements into harmonious synergy for impactful results. It’s an art she’s mastered over decades of experience designing and improving programs, brands, and services for industry-leading Fortune 100, privately held, and nonprofit organizations. Across her career, she’s helped secure landmark legislative victories for the Oakland and Berkeley Soda Tax laws, both proving to positively impact health outcomes; she’s spearheaded new innovations for old industries as she did at MCI (Verizon), delivering the first Family & Friends Plan to market garnering 1M customers in three months; she led a $25.5M holistic rebranding for Union Bank during the Great Recession; managed consumer product changes for Wells Fargo involving 4M+ customers; she’s developed, launched, and improved million-dollar fundraising events requiring individual engagement (AIDS/Lifecycle and Team In Training) which continue to improve year over year. Today she draws upon this extensive expertise to help nonprofits and social impact organizations develop, launch, and succeed with their strategic initiatives providing marketing, communications, program management, social marketing, and team leadership services as Principal of McCaffrey Consulting. She’s been an active SMANA member and frequent volunteer since 2017 serving in committee member (Programs) and committee chair (External Affairs and Fundraising) roles. She loves the camaraderie, working alongside passionate social marketers of all ages and backgrounds, plus the ample networking and learning opportunities as we all continue to grow and shape the field of social marketing. She lives in the Raleigh-Durham-Chapel Hill Area of North Carolina where she enjoys spending time with friends and family, walking in nature, playing Pickelball, touring open art studios, and manifesting more organic, healthy and environmentally-friendly food options.

Lynda Bardfield

Creative Conscience & Tufts University School of Medicine

Lynda crossed over from a private sector advertising career as Senior VP, Creative Director into social marketing over two decades ago. Since then, she has been committed to applying marketing principles and creativity to social and behavioral change. Her career has spanned the globe, designing social marketing interventions in the U.S. and behavior change initiatives in Latin America, Asia, Africa, and the Middle East. With a unique global perspective, years of experience translating research into award-winning campaigns, and passion about training the next generation of change agents at Tufts University School of Medicine, Lynda spends most of her professional hours as Chief Creative Officer of social marketing consultancy Creative Conscience.

Rochelle Germano

Rochelle Germano

Program Director – Behavior change specialist

Rochelle Germano is a strategic communications and marketing leader with expertise in social marketing, brand development, thought-leadership, and human-centered design for clients and programs working to better communities. She uses data-driven processes that focus on outcomes, not outputs, and specialize in project management, audience analysis and market research, program advocacy, and behavior change strategies for lasting social impact. She has more than a decade of experience consulting for federal, state, local, and private clients, and recently moved to the DC area. She has a Bachelor of Arts in English from the University of California, Berkeley and completed the Professional Certificate in Sustainability and Behavior Change from the University of California, San Diego.

Marilú Fernández-Haddad

Universidad de las Americas Puebla México (UDLAP)

Marilú Fernández-Haddad is a full-time professor at Universidad de las Americas Puebla México (UDLAP), working with students at both the Bachelor’s and Master’s degree levels in Marketing. Her research focus is in social marketing, with an ongoing publication of articles in the Journal of Nonprofit & Public Sector Marketing, Journal of Social Marketing, Government Information Quarterly, and Frontiers in Public Health, among others. She also contributes as a reviewer in Marketing magazines such as the Journal of International Marketing. She has participated in social marketing action research studies including cleaning border cities with the University of Arizona, “Puebla Limpia and Puebla Sana” with the government of Puebla México, and school dropouts with officials in Mexico City. Currently, she is working on a research grant for a social marketing intervention in the emotional health of migrants in collaboration with Rice University (funding from the Puentes Consortium). She holds a Ph.D. in Economics and Social Sciences from Johannes Kepler University, Linz, Austria with a dissertation in Social Marketing. She also holds a Master’s in Advertising from the Universidad Pontificia de Comillas (ICADE) Madrid, and a Master’s in Communications of Public and Political Institutions from the Complutense University of Madrid, Spain. During her professional career, Marilu has worked for advertising and communication agencies in Mexico and Spain, as well as having been an advisor and consultant to diverse social and political marketing campaigns. Marilu lives in Puebla, Mexico, and loves to be internationally active.

Emily Patterson

Bee Measure

Emily Patterson runs Bee Measure, an agency that helps clients use data to create more effective digital communications and better understand their audience. Drawing on her experience at Public Broadcasting Service and Better Business Bureau, Emily started Bee Measure in 2016 specifically to work with nonprofits and government agencies. Emily is a member of the Social Marketing Association of North America board and a chapter lead for the Digital Analytics Association. She graduated from Ohio University with a Bachelor’s in journalism and the University of Virginia with a graduate certificate in digital marketing. She is also PMI-certified Project Management Professional. Emily lives in Charlottesville, Va. with her husband where she enjoys camping, skiing and sampling the area’s many breweries.

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). She lives in New York City.

Tracey Haldeman (Past-President)

Pinnacle Communications Resource Co.

Tracey wanted to make a difference in the world. Her role as President and owner of Pinnacle Communications has allowed her to do just that. She has been a practitioner in the field of social marketing, brand development, advertising and behavior change communication for over 30 years. Tracey 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. In 2009 she contributed to Social Marketing Quarterly with her article “Implementing a Community-Based Social Marketing Program to Increase Recycling”. Tracey 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).

Karyn Dudley Madore

JSI Research and Training Institute, Inc.

Karyn has over 25 years of professional experience in the fields of public health and social marketing. She currently works for JSI Research and Training Institute, Inc. (JSI), where she serves as the JSI-NH Communications Director. Topically, she has worked on a wide range of public health topics including but not limited to tobacco cessation, substance use prevention, youth sex trafficking awareness, immunizations, and COVID-19. 

Ms. Madore’s education includes a BS in marketing, a master’s degree in Counseling, a USF graduate certificate degree in social marketing for public health, and a Certified Communicator in Public Health (CCPH). In 2020, she completed the Yale School of Public Health’s Climate Change and Health Certificate program to support her interest in communicating about climate change and the environment. Karyn is also an Adjunct Professor at Rivier University teaching social marketing and social marketing theory. 

This is her second appointment to the SMANA board of directors.

Dana Middleton

Blue Cross Blue Shield of Kansas City

Dana is a social epidemiologist and the Health Equity & Integration Practitioner at Blue Cross Blue Shield of Kansas City. Her work examines the causes and consequences of the health inequities burdening minoritized and marginalized populations. She is charged with operationalizing strategies to advance health equity and close avoidable disparities gaps in health care and health outcomes. Dana’s work considers the application of instructional and social marketing strategies in outreach and program development, driving behavior change at a systems level. Her previous experience with integrative branding for social impact, community engagement, and health marketing fuels the interdisciplinary perspective she brings to this work. In addition to her education – which includes a Bachelor’s in Public Health Education, a dual Master’s in Social Sciences and Instructional Design, and her current work, pursuing a Doctorate in Public Health – Dana holds several certifications which enhance her efforts in the various domains of health equity advancement.

Tom Pynn

Pynn & Associates

Mr. Pynn is a health care researcher with over 40 years of experience endeavoring to discover how and why people make decisions about their health. He graduated from the University of South Florida with a BA in Political Science and Latin American Studies and an MA in Latin American Studies. He continued his graduate work at the University of New Mexico, where he taught Latin American Studies.  Tom Spent much of his career working on large health-related projects at the National Institutes of Health. He worked to disseminate research on health issues to the medical community and general public for the National Heart, Lung and Blood Institute, the National Cancer Institute, the National Center for Health Statistics, and the Office of the Director.

Mr. Pynn spent many years in Latin America and Asia working with governments to design drug abuse prevention approaches.  Working with the Bureau of International Narcotics Matters at the Department of State, he developed social marketing programs in many countries in Latin America.  In Pakistan, he developed a National Drug Abuse Prevention Campaign with Pakistan Radio and Television that was funded by the United Nations. 

He currently volunteers as Treasurer for two nonprofit organizations in Phoenix, Arizona.  He also collaborates with companies to gather teams of people to develop health systems in Latin American countries. Tom has one grown son, and enjoys getting together with family whenever possible.

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. As a classically trained pianist, Melissa loves to play and teach piano. She also enjoys reading, cooking and hiking in the beautiful Rocky Mountains.

Do you have what it takes to be on the SMANA board of directors? Read our Board Member Expectations and Responsibilities Policy.

Nominations for 3-year terms beginning January 1, 2024 will open in summer 2023. Submit nominations for yourself or a colleague by August 31, 2023. Open elections will run in October, and winners will be notified in November and announced to the public in December.

All board members must complete a conflict of interest policy.