Our leadership

Board of Trustees

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Jenny Ashmore



Jenny Ashmore


CIM appointed Jenny Ashmore as its President at its AGM in January 2014.

Jenny is Chief Marketing Officer for SSE, with responsibility across customer insight, propositions, communications and channel marketing for marketing across the GB and Irish markets.

She studied Chemistry at Oxford and later completed an MBA through Warwick Business School. She started her career in energy as a sponsorship student with British Gas and then in Sales and Marketing with Shell Oil.

In 1995 she joined Procter & Gamble as an Assistant Brand Manager, and grew through roles in Belgium, UK and Switzerland. She worked across most areas of the business, including time in the business-to-business area, a global assignment on Digital leadership and six years on Pampers. As the leader of the UK & Irish business, she added 15 share points and then led the Paper segment, before moving to the Global Franchise Marketing Director role in Geneva.

Returning to the UK, Jenny joined Mars - initially in the Chocolate segment leading innovation and advertising across fifteen markets in Europe. Following the Wrigley acquisition, she became the Global Chief Marketing Capability Officer, where she developed and implemented a marketing-driven philosophy and approach across all of the Mars segments and markets globally.

Jenny then joined Yell as Group Chief Marketing Officer. In this capacity, Jenny was responsible for Yell's global marketing strategy and to oversee its execution throughout the Group's operations in the UK, US, Spain and Latin America. Jenny left Yell and worked in consultancy with Oxford SM across marketing and sales strategy and capability across multiple sectors before taking up her current role with SSE. She is very committed to personal development and is a Mentor for the Marketing Academy.


Matthew Neilson


Associate Director, Customer Engagement & Marketing, NHS National Services Scotland.

Matthew is a chartered marketer specialising in partnership development, business strategy and sustainable development. He is also Chair of the Chartered Institute of Marketing, the world’s largest professional body for ma

Matthew began his marketing career at Royal Mail, where he held a variety of senior roles in media & product innovation, communications and sustainability. He initiated the development of Simply Drop – a postal recycling solution for electrical goods – was instrumental in creating PAS 2020 – a cross-industry environmental specification for direct marketing – and delivered a new advertising service, Sustainable Mail, in response to consumer, customer and government demands for more environmentally responsible direct mail. In 2010, Sustainable Mail was awarded a Business in The Community 'Big Tick' for sustainable marketing and innovation.

In 2011, Matthew joined Unilever where he was responsible for delivering the Unilever Sustainable Living Plan across home and personal care, with a particular emphasis on product innovation and consumer behaviour change.

At the start of 2014, Matthew started his current role with NHS National Services Scotland (NSS). His main responsibilities include leading NSS support of health and social care integration and putting the customer at the heart of the organisation to ensure that NSS is delivering sustainability and value to Scotland and achieving its purpose of supporting Scotland's health.

Perhaps Matthew's greatest achievement to date was being a technical official for sitting volleyball at the 2012 Paralympics.


Christopher Masters

Vice Chair

Christopher Masters, MBA, DipM, FCIM, ACIB, Chartered Marketer joined the Board of Trustees in January 2012 and is a Director of Masters Consulting Limited.

Until December 2011 Christopher was the International Director of BD and Marketing at SJ Berwin, an international law firm, as well as a member of their International Management Committee.

He previously held senior marketing, BD and strategy roles at Linklaters, Reuters, Visa Europe and KPMG.

At KPMG he was a principal strategy consultant and was at the forefront of helping organisations develop links between their marketing activities and the realisation of change - typically using Balanced Business Scorecard style approaches to help understand the impact of marketing decisions taken on customers and profitability.

Christopher has worked extensively in Europe, South East Asia and North America. Christopher specialises in services marketing such as law firms, banks, and insurance companies and has helped organisations identify practical delivery alternatives and solutions. Christopher started his early career in banking and has a banking diploma, a marketing diploma and an MBA.


Keith Arundale


Keith Arundale, MSc, ARCS, DIC, FCA, FCIM, FIoD, FInstP, FRSA, Chartered Marketer and Chartered Accountant, is a university lecturer, trainer, consultant and non-executive director, specialising in private equity and venture capital. He is a Visiting Fellow at the ICMA Centre, Henley Business School, University of Reading and a Doctoral Researcher at the Adam Smith Business School, University of Glasgow. Keith was formerly Director of Marketing and Venture Capital Leader for PwC's Global Technology Industry Group in Europe and prior to that was Director of Business Development and Proposal Support for Price Waterhouse in continental Europe.

Keith is the author of the British Private Equity and Venture Capital Association's 'Guide to Private Equity' (2010) and "Raising Venture Capital Finance in Europe" (Kogan Page, 2007). He is a Past President of the English Technology Tour.

He is Deputy Chairman, Senior Independent Director and Chairman of the Audit Committee at Berkshire Healthcare NHS Foundation Trust, a Past Master of the Worshipful Company of Marketors City livery company and a Liveryman of the Chartered Accountants and Spectacle Makers City livery companies.

Keith became a member of The Chartered Institute of Marketing in 1991, a fellow in 1996 and has been a Chartered Marketer since 1998. He has been a member of the Audit and Risk Committee since 2011.


Michael Bedingfield


Michael Bedingfield MA DipM FCIM Chartered Marketer joined the Board of Trustees in January 2014 and is Director of Sales and Marketing for the Royal Automobile Club.

Michael joined as a Student Member in 1987, before being elected as a Fellow in 2000 and becoming a Chartered Marketer in the same year. He is a member of the Central London branch and of CIMTIG.

Michael has operated at Marketing Director level for 20 years in international blue-chip commercial companies including Avis Europe and P&O Cruises; and in tourism, promoting Britain globally as Marketing Director for VisitBritain.

He brings Trustee experience, sitting on the Board of one of Britain's leading national museums, the National Museum of the Royal Navy. Supporting Michael's CIM studies, he gained a Master's Degree in Marketing from Kingston Business School and is in the Worshipful Company of Marketors, playing an active role in promoting marketing education and the benefits of marketing within the City of London and beyond.


Ann Brine


Ann Brine MA, DipM, FCIM, Chartered Marketer is a career marketer who studied part-time for qualifications in business and the Institute's Postgraduate Diploma before graduating from Southampton Solent University with an MA in Marketing Management.

Ann started her working career as commercial trainee with British Aerospace in the early 90's. From here she went to a number of IT companies including an early internet development company, before settling with one the UK's fastest growing full service marketing agencies. Here she went on to develop the agency's new media division becoming a director of the business and working with over 200 other businesses across the Globe.

With over 15 years of strategic and tactical marketing experience, both from an agency and client-side perspective, Ann now runs her own consultancy, AMB Marketing Limited with offices in the UK and Dubai, working across a broad spectrum of industries and sectors as well as acting as guest lecturer to Southampton Solent and Portsmouth Universities.


Professor Jonathan Deacon


Professor Jonathan Deacon, BSc. (Hons) (Wales), CIM PGDip, PGCE, MA Marketing, Mphil, PhD Marketing, Chartered Marketer, FCIM, FHEA. Professor of marketing at the University of South Wales.

Jonathan is a graduate of the University of Wales and Ulster Business School. He is a fellow of The Chartered Institute of Marketing (CIM) and the HEA, a member of the Academy of Marketing and past chair of CIM Wales. Within the University of South Wales Business School he leads the 'Making Business Happen' project and the 'Re-Thinking' Entrepreneurship Management Programme and is a visiting academic at a number of well-respected universities in the UK, Germany and the US.

Jonathan has had a life before academia. Having founded his first company at 17 he has experience of running and advising businesses from micro-business start-up through to corporate and public sector bodies with multi-million pound budgets, he retains an interest in a number of successful Welsh knowledge based companies.


Professor John Egan


Professor Egan, FCIM, Chartered Marketer is Head of Department of Marketing and Strategy at Regent's University, London. He is Chair of the Academy of Marketing, Chair of the Learning Advisory Group for the Chartered Institute of Marketing and CIM Trustee, a Fellow of the Higher Education Academy and a Freeman of the Worshipful Company of Marketors.

Professor Egan is the Editor of The Marketing Review and on the Editorial Boards of the European Journal of Marketing, Marketing Intelligence and Planning and the Journal of Political Marketing. His book 'Relationship Marketing' is now in its fourth edition and has been translated into Russian, simple Chinese and Mandarin. He is currently writing the second edition of 'Marketing Communication' due to be published in 2014. Prior to entering academia he worked for many years with major retailers in the UK and overseas.


Shiraz Latiff


Shiraz Latiff, FCIM, Chartered Marketer, holds a Masters in Business Administration from the Postgraduate Institute of Management, Colombo and an Advanced Diploma in Business Administration from the Association of Business Executives, UK.

With over 20 years of commercial and industry experience in strategic marketing, business optimization and corporate restructure, he has been employed in a cross section of industry sectors including hospitality, fashion, industrial machinery, financial services, and information communication technology.

He has been a member of our Sri Lanka Regional Board since 2001 and its Chair between 2007 and 2009. During his tenure he expanded the South Asian Region into Bangladesh and Maldives establishing Accredited Study Centres and Member Groups in major cities.

His stakeholder-driven strategic focus of delivering value to members, students, corporate and delivery partners saw us reporting substantial growth and expansion in Sri Lanka.

Shiraz is currently a consultant at HSBC Technology & Services, Colombo and Chairman/Managing Director of Hummingbird International plc, an emerging regional consulting organisation.


Derek Milward


Derek Milward MBA, DipM. MCIM, MCMI, F.InstSMM, FHEA, Cert. Ed. (FE/HE), Chartered Marketer, was elected to the Board of Trustees in January 2014. He has worked in a variety of industries including, motor vehicle, electricity supply, retail, and manufacturing for more than 20 years. He later became a lecturer in management and marketing in further and higher education.

Since leaving the world of education in 2005 he has been working as a consultant and adviser. Between 2008 and 2010 he was a director of UKTV Ltd, Shrewsbury, a digital media company. Chairman of the board of trustees of a "Black Country" charity specialising in providing preventive day care for older persons.

He has been an active member of CIM for more than 30 years serving in a variety of roles on the NorWest Midlands Branch and The West Midlands Regional Board. He used his expertise in education and varied commercial background as he spent time advising students about careers in business, especially marketing. He has a keen interest in continuous professional development and is also a mentor and a member of several professional and learned bodies.


Chris Parker


Chris Parker, MSc, MBA, FCIM, Chartered Marketer is a Regional Sales Director based in Hong Kong covering the area and Singapore for the world's leading supplier of Chauffeured Services - Carey International.

Prior to Carey he was Business Development Manager for a leading local management development and training company in Hong Kong.

In the UK he was Global Business Development Director for the MBA, Masters and Doctoral qualifications for Henley Management College. He has 20 years of sales and marketing experience working in a variety of industries including Aerospace (Rolls-Royce Defence), Business Services, FMCG and Education. He specialises in linking sales and marketing to drive new business development. On the board Chris wants to help drive international growth of CIM and develop stronger links between Sales and Marketing.

He is a Chartered Marketer, a member of the Institute of Directors and has a BA (Hons) in Business Studies, an MSc in Marketing Management (NTU) and an MBA (Manchester).


Leigh Hopwood

Vice Chair

Leigh Hopwood (DipM FCIM Chartered Marketer) joined the Board of Trustees in January 2015 following eight years as a CIM volunteer in the South East. She has been Chair of Surrey, Interim Chair of Sussex, as well as Vice Chair and Chair of the South East region. As a member of the CIM Member and Profession Advisory Group, Leigh initiated a network review project in 2014 which aimed at modernising its structure.

Leigh is a Strategic Marketer, specialising in B2B technology and business services, with over 18 years experience in both agency and client-side. She has led marketing functions for IT companies specialised in niche markets, including contact centres and customer services, telecoms, digital customer experiences, and apparel and footwear.

After setting up Redd Marketing in 2010, Leigh has provided clients with marketing consultancy in other sectors, including business services, management consulting, food, automotive, marketing and HR.

Leigh is also a Judge for the European Call Centre and Customer Service Awards and the Call Centre Management Association (CCMA) Awards, and is an Advisor to the Board in Marketing and Communications for the CCMA.


Colin Bradshaw


Colin Bradshaw (MSc, MBA, ACII, MIDM, Dip. M, MCIM) joined the Board in January 2015. He is a Senior Commercial Leader and Marketer, with over two decades of experience in all aspects of the marketing mix, having worked both agency and client-side.

He currently works as a Professor in Management Practice at the University of Bedfordshire Business School, specialising in Postgraduate Marketing, Tourism and Hospitality. In addition, he also runs his own consultancy practice, providing strategy and resources in the data, digital and marketing technology areas.

Prior to this, Colin was the Managing Director of RAPP, delivering integrated direct marketing services to a diverse client base.

Colin was formerly Head of Data Strategy at Royal Mail, where his role encompassed leadership of the company’s data strategy, along with spearheading the development of new data tools and the intelligent mail programme. Other roles at Royal Mail included Head of International Products and Marketing Director for RM’s top 1000 businesses. Previous to this, Colin held marketing leadership roles in various financial services companies.

Colin is a leading member of the DMA Data Council and is a Business Leader in The Marketing Society.


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Anne Godfrey

Chief Executive


Anne Godfrey

Chief Executive

Anne Godfrey MA (Hons) DipLaw FCMI FCIM was appointed Chief Executive of CIM in August 2012.

Previously CEO of the GTMC Anne has had leadership roles in a diverse range of membership organisations including the Law Society, where she was director of commercial and membership services and the CBI where she was commercial director.

Specialising in change management within the not for profit space she has extensive experience of delivering challenging targets harnessing the skills, knowledge and passion of members, staff and external stakeholders.

Previously Anne's career in academic and professional publishing included senior sales, marketing and product development roles for publishers including Prentice Hall and Thomson Reuters.


Chris Daly

Director of Customer Experience

Chris joined The Chartered Institute of Marketing in June 2001 as Operations Manager in its Training Division.

Chris then held various posts within the organisation before moving to Membership Services to head a highly dedicated team determined to help and support members with their enquiries relating to; applications, renewals, benefits, online issues and assessment entry.

Promoted to director of membership in July 2007, Chris now has responsibility for all of Membership Services and The Chartered Institute of Marketing's international membership operation, UK regional and branch network, and the many Market Interest Groups throughout the world.

Educated at Eton College and gaining a BA in Modern History, Politics and Russian Studies from Durham University, Chris acquired a broad spectrum of management experience ranging from roles in the City; the British Army, attaining the rank of Major with the The Blues and Royals, Household Cavalry Regiment; and on leaving the army joined the Foreign and Commonwealth Office in 1995.


Viv Silverman

Director of Finance and Corporate Services

Viv Silverman FCA is a Chartered Accountant with extensive experience in public and private companies across a broad spectrum of activities. Having qualified with a major accounting firm, he moved to a large public conglomerate and was promoted into its shipowning subsidiary. In subsequent career steps Viv has worked as a financial executive for a quoted FMCG group, a major newspaper publisher and an investment holding company with interests in property, service and manufacturing.

During the last 20 years Viv has been self employed as an interim manager, working on short and medium term assignments including the initial listing of a recruitment group on the London AIM market, managing a restructuring process at a large retailer and raising funds for a number of startup ventures.

In recent years he has acted as CFO for two mining groups: one a startup in Asian iron ore mining and subsequently at a UK based public group with operational mines principally in coal and gold in the USA, Canada and Australia. He has also served as financial director at four different membership bodies with profitable commercial activities. Viv joined CIM in March 2014 and is responsible as Director of Finance and Corporate Services for financial matters, Health and Safety and all aspects of Digital and IT services.


Joanne Saintclair-Abbott

Company Secretary

Jo joined The Chartered Institute of Marketing in 2001 after previously working for a charity and prior to that she worked in the civil service. She became Institute Secretary in 2004.


Thomas Brown

Director, Strategy and Marketing

Thomas is Director of Strategy and Marketing at CIM, where he leads strategy, brand, marketing and propositions, innovation, research, content and publishing, creative services, and the project management office.

In a nutshell, Thomas and team are focused passionately on creating value for customer, and value for the bottom-line. A wood-for-the-trees kind of guy, he's passionate about marketing and digital transformation, capability development and how customer focus can drive growth and performance.

He writes regularly for or is covered on, in and by Bloomberg TV, BBC News, The Times, The Daily Telegraph, The Independent, Marketing, Marketing Week and The Financial Times, amongst others.

When not staring at his whiteboard, he can be found on Twitter attempting to be humorous, insightful or both @ThinkStuff.


Oliver Greening

Associate Director of Business Development

Oliver is Associate Director of Business Development and is responsible for UK and International Business Development strategy and stakeholder engagement. He leads the commercial development and delivery of learning solutions for corporate clients, the strategic development of CIM’s training portfolio through the CIM Academy, and is responsible for the strategic direction for CIM’s stakeholder network, both in the UK and overseas.

Throughout his career Oliver have been responsible for identifying, developing and securing revenue streams for organisations in both commercial and not-for-profit sectors. Oliver joined CIM in June 2015 having previously held senior management roles in membership organisations including the Retail Automotive Alliance, ADS Group - the national trade association for aerospace, defence, space and security industries, and the Society of British Aerospace Companies.

Qualified scientifically and in business management, Oliver has operated within the B2B environment for 18 years and has assisted corporates, SMEs, government departments and research institutions to gain business advantage. As a consultant he has lead and contributed to numerous assignments that have assisted with the commercialisation and market development of technology-based services. He has advised and supported clients across Space, Education and Research sectors in the UK, Europe and North America, including the European Space Agency and NASA.

Oliver holds a BSc (Hons) in Geography, MSc in Remote Sensing and an MBA.


Teresa Folkes

Associate Director of Learning

Teresa is Associate Director of Learning at CIM, where she leads on developing those who work within the marketing profession by embedding the Professional Marketing Standards at the heart of our learning and assessment portfolio.

Along with her passion for enabling people to be the best that can be; Teresa uses her previous experience from the Chartered Quality Institute and a global certification organisation to provide effective and customer focused solutions to improving the way things are done.