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: Tracey Haldeman

Pinnacle Communications Resource Co.


Vice-President: Dulce Espelosin

International Consultant


Secretary: Mike Kujawski

Centre of Excellence for Public Sector Marketing (CEPSM)


Treasurer: Kelley Dennings

Center for Biological Diversity



Board of Directors Per Geography Represented


Mike Kujawski (he/him/his)

Centre of Excellence for Public Sector Marketing (CEPSM)

Mike has over 20 years of experience as a management consultant, trainer, and professional speaker for government, non-profit, and association clients in Canada and around the globe. His specialty areas include strategic marketing, communications, social (behavior change) marketing, social media strategy development, social network analysis, organizational branding, and strategic planning. He primarily works with public sector and nonprofit organizations that are trying to achieve positive societal change. Mike is frequently asked to speak at major conferences and events covering various topics ranging from the latest disruptive digital trends and the evolution of digital culture to ethical social marketing techniques and best practices.

Mike’s consulting, training, and speaking stretches across four continents and involves a variety of industries ranging from health and education to justice and the environment. Some of Mike’s clients include the Bank of Canada, the United Nations Development Programme, the Office of the Conflict of Interest and Ethics Commissioner, Elections Canada, the Public Health Agency of Canada, the Government of Kazakhstan, the Government of Tanzania, and the Government of Sharjah, UAE. 

Mike’s social marketing-related work has involved topics such as vaccine hesitancy, fire safety, drug-impaired driving, electric vehicles, emergency preparedness, anti-racism, digital currency adoption, and the impact of artificial intelligence on society.

Mike’s engagement with SMANA and iSMA stems from a commitment to build awareness of the social marketing discipline and help grow the community of global professionals dedicated to ethical behavior change practices used for the betterment of society. Mike led SMANA’s recent strategic planning efforts and currently serves as our liaison to iSMA.

Beyond his professional pursuits, Mike is a dad to three kids and enjoys running, skiing, mountain biking, traveling, reading, photography, and playing guitar. As a committed lifelong learner, Mike continuously seeks new knowledge and experiences that enrich his personal and professional life.


Central America/Caribbean

Kristin Jones, (she/her/hers)

Healthy Caribbean Coalition and Heart and Stroke Foundation of Barbados

Kristin is a marketing and communication specialist with a keen focus on driving positive change in the health and social sectors. Throughout her career, Kristin has demonstrated a strategic approach to marketing, seamlessly integrating health promotion goals with organizational objectives. With over a decade of experience in brand and portfolio management, as well as community health, she has spearheaded impactful marketing strategies for multinational health organizations across public, private, and nonprofit sectors. She has also conceptualized and executed innovative campaigns for international health brands.

She enjoys crafting and executing advertising, marketing, and health education campaigns that resonate with diverse audiences. This included developing nimble, multifaceted campaigns during the COVID-19 pandemic that helped improve health outcomes for persons from equity-deserving communities. Her work also included a bilingual smoking cessation campaign that supported millions of people across Canada. 

Kristin’s analytical mindset, coupled with her innovative approach, enables her to develop solution-oriented strategies that deliver measurable results. She enjoys forging strong multi-sectoral partnerships to drive meaningful impact. Her most recent projects included vaccine hesitancy, diabetes, cardiovascular health, and childhood obesity. 

Kristin is dedicated to raising awareness of social marketing. As a SMANA board member she assists with welcoming new members to SMANA through her work supporting our volunteer recruitment.

Beyond her professional passions and pursuits, Kristin enjoys spending time with friends and family, running, yoga, traveling, discovering good food, and exploring the outdoors.


Dulce Espelosin, (she/her/hers/ella)

Enjoy the Season

Dulce is a dynamic professional with a degree in Communication and Media Sciences, and a Certified Professional Facilitator recognized by Institute of Cultural Affairs, Canada (2021). Her achievements include the 2020 “Distinguished Service Award for the Latin American and Caribbean section” from the Society for Conservation Biology, among others. Passionate about community outreach in conservation, Dulce has a robust history of driving communication, collaboration, social marketing, and behavior change in local communities since 2008. And with a global perspective, she has successfully implemented impactful behavior change strategies across 15+ countries in the global south.

Beginning her conservation journey in 2003 at La Primavera Protected Area in her native Mexico, Dulce transitioned to Rare, a global organization, in 2008. Over her 12 years with Rare, she played key roles in designing and implementing strategies and training programs in challenging and remote communities worldwide. Today, as an independent consultant and trainer with her consultancy firm, “Enjoy the Session”, Dulce leverages her experience to make lasting impacts worldwide. Her commitment to the field is highlighted by her roles at Emergent Inquiry Consulting, Conservation Leadership Programme, USAID – Chemonics, and the IUCN Behavior Change Taskforce, among others.

Dulce’s role within SMANA involves leveraging social marketing as a tool for behavior change, emphasizing awareness creation. In addition to her current board member role, she’s a member of SMANA’s Diversity, Equity, and Inclusion (DEI) Committee. She previously served as SMANA’s Vice President.

Dulce enjoys spending time with her family and friends, traveling, and learning from new cultures and traditions.

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, (she/her/hers)

Social Marketing Services, Inc.

Nancy, representing the Pacific Northwest Social Marketing Association (PNSMA), brings over 30 years of marketing experience to the table, specializing in Social Marketing. Armed with an MBA with a major in marketing from the University of Puget Sound, Nancy founded Social Marketing Services, Inc. in 1993. Her consultancy provides global professionals with strategic social marketing plans through consulting and training. Nancy is also an accomplished author, co-authoring 16 books on Social Marketing, 13 of them alongside Philip Kotler. As an Affiliate Professor at the University of Washington and an instructor for iSMA’s Certificate Course on Introduction to Social Marketing, Nancy is dedicated to advancing the field of Social Marketing. Her latest book (2024), written passion and urgency, is Reducing Gun Deaths and Injuries: A Social Marketing Approach.

Nancy provides consulting services and training on social marketing strategies. She is passionate about empowering professionals worldwide to develop effective social marketing plans that drive positive social change. Additionally, as a Board Director of the Pacific Northwest Social Marketing Association (PNSMA), Nancy plays a pivotal role in fostering collaboration and knowledge sharing within the regional social marketing community.

Nancy’s dedication to advancing social marketing extends to her involvement with SMANA where she values the opportunity to collaborate with fellow professionals and contribute to the growth of social marketing initiatives on a broader scale. Serving on the board, Nancy volunteers her time and expertise to support SMANA’s mission in North America and globally by driving iSMA’s initiative to “Get Social Marketing in Orbit by 2025”.

Nancy resides on Mercer Island in Washington State. What she enjoys most is doing something everyday to support the dissemination of Social Marketing as a discipline.


Lynda Bardfield (she/her/hers)

Creative Conscience

Leaving her private sector life behind, Lynda crossed over from commercial marketing to social marketing in 1990, bringing with her a wealth of experience having led strategic creative efforts for multinational advertising agencies in the U.S., Hong Kong, and across Latin America. Washington D.C. was a bit of a culture shock for this Executive Creative Director, a title that had not yet seemed to make it to the nation’s capital. Since then, her contributions as a social marketing practitioner and academic have included institutionalizing the Creative Brief with public sector clients, advocating for a creative seat at the planning table, bridging the gap between research and program design, and directing numerous award-winning campaigns for federal and state agencies. 

As Chief Creative Officer of Creative Conscience, Lynda focuses on learning as she goes, creating media and moments that inspire, and helping to prepare the next generation of change agents. With this in mind, she joined SMANA to contribute to the future of Social Marketing with lessons learned over the past 30 years in 40 different countries. Lynda currently serves as SMANA’s Vice President. 

Lynda lives on Cape Cod with her husband and furry friends, surrounded by all sorts of wild animals. Walking in natural beauty and yoga helps to ground and balance her and when it gets too slow, there’s always New York City.

Kelley Dennings (Treasurer)

Center for Biological Diversity

Kelley 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. 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. Kelley’s case studies have been published or presented in Resource Recycling, Social Marketing Quarterly, The Handbook of Persuasion and Social Marketing and at various state and national conferences.

Stephanie Dukes

Vanguard Communications

Stephanie is an Associate Director at Vanguard Communications. A seasoned strategic communications professional, she currently directs the management of the US Department of Health and Human Services, Substance Use and Mental Health Services Administration’s (SAMHSA) Underage Drinking Prevention Public Education Initiative (UADPEI). She came to UADPEI after leading SAMHSA’s Children’s Mental Health Initiative’s (CMHI) Social Marketing Program. While leading the CMHI Social Marketing Program, she guided her team in providing social marketing training and technical assistance for SAMHSA-supported systems of care communities, as well as strategic counsel and aid in materials development for CMHI audiences. Stephanie has served in a variety of leadership capacities, including managing, and implementing strategic communications plans for non-profit and non-government organizations. She co-designed and facilitated an online course to teach 60 global grassroots leaders in fields such as environmental protection, health care, gender equity and civic activism to effectively engage key audiences in support of their organizational missions. A native of San Antonio, TX, she holds a Bachelor of Journalism degree from The University of Texas at Austin.

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 (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).

Divina Lade


Divina has a firm foundation of education and training in marine biology, sustainable environmental management, climate change, social marketing, and behavior change communications for conservation. Her relevant past experiences include working as IEC & training specialist at McKeough Marine Research Center and senior manager in behavior change communication, training, and program implementation at Rare. Her breadth and depth of experience in behavior adoption & social marketing for conservation, habitat conservation, fisheries management, and program implementation allowed her to extend support by coaching, training, and mentoring program conservation teams in Honduras, Mozambique, and Micronesia. She is currently a graduate student at Florida State University under the MS Geographic Information Science program. Geographic Information Science’s application in conservation management and behavior change communication piques her interest. She aims to develop science-based spatial data and action-oriented map designs that can influence planning and better decisions to benefit the environment and government systems.

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.


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.

Lani Steffens

Fairfax County Health Department

Lani is a Senior Public Health Analyst with the Fairfax County Health Department Office of Innovation. In this position, she explores innovative practices that help the department align with the Public Health 3.0 model and work toward addressing social determinants of health. She is also involved in racial equity efforts, including as a county Equity Ambassador and a member of the Health Equity Team. Previously, she was the Director of Public Health Research at a social science research firm that often worked on public health communications projects, such as patient-provider communication, attitudes about tobacco cessation with the LGBTQ communities, and using active transportation. Before working in research, she worked to address the well-being of resettled refugees, improve mental health and general health promotion with college students, and address issues related to diversity and inclusion within medicine. Lani has a Master of Arts in Health Psychology and a Master of Public Health in Global Health Practice. She holds a graduate certificate in Social Marketing for Public Health and is Certified in Public Health.

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, 2023 will open in summer 2022. Submit nominations for yourself or a colleague by August 31, 2022. 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.