Our leadership

Jenny Ashmore

Honorary President

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

Jenny has held global Marketing leadership and CMO positions in B2B and B2C businesses and now splits her time between Non-Executive roles and consulting across a breadth of organisations, including third sector and start-up businesses.

Her Non-Executive roles span:

  • Chairman for Girlguiding Trading Services, providing for the 550,000+ members of Girlguiding in the UK
  • NED for Commonwealth Games England, working with the Sports NGBs to take Team England to the Youth Games in 2015 & 2017 and the next Commonwealth Games in Australia in 2018
  • NED for Saffron Building Society, delivering savings and mortgages for members across the UK and with branches in Essex, and into Hertfordshire and East Anglia
  • Trustee for the Challenge Network, delivering the National Citizen Service and other programmes that enable social mixing across the UK
  • Advisory Board member for inPACT, enabling social giving

Jenny has been CMO for SSE plc and Yell Group, and prior that spent 15 years internationally for Procter and Gamble and Mars Inc. This included leading major brands and portfolios for specific markets, and globally. It also involved shaping teams and approaches at times of acquisitions and business change.

Jenny believes in the combination art and science of marketing. She has been a part of breakthrough and award-winning advertising and new propositions, but enjoys the analytical aspects of data and analytics. Some of this stems from having studied Chemistry at Oxford and later completed an MBA through Warwick Business School. She is very committed to personal development and is a Mentor for the Marketing Academy.


Christopher Masters


Christopher Masters, MBA, DipM, FCIM, ACIB, Chartered Marketer joined the Board of Trustees in January 2012.

Christopher has led international marketing teams in legal, financial services and technology organisations. He has also served in a non-executive capacity in the health and payments sectors.

Christopher developed his marketing exerience at KPMG where he was principal strategy consultant and was at the forefront of helping organisations link their strategy to their marketing activities, and then to measure the consequences. Christopher led the Balanced Business Scorecard team and had a particular focus of helping organisations understand the impact of marketing decisions taken on customer loyalty and organisation profitability.

Christopher has worked extensively in Europe, South East Asia and North America. Christopher runs a consulting business that specialises in services marketing - helping 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.


Professor Jonathan Deacon

Vice Chair

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.


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.


Dino Adriano


Dino Adriano FCCA, HonDUniv, FCIM joined the Board of Trustees in December 2015.

After an initial five years in the accountancy profession he qualified as a chartered certified accountant in 1965 and became a fellow in 1980.

He joined Sainsbury's in 1964. His early years were in the finance area, in both financial and management accounting functions. Between 1981 and 1996 he ran one of the five Sainsbury supermarket operating divisions and was instrumental in developing Homebase to the major player that it became in the Home Improvement market. He was a Director of Laura Ashley plc in the mid 1990s, when the company had successful concessions in Homebase stores. Also during this period he was appointed to the Group Board and to the Boards of Shaws Supermarkets and Giant foods, the group's food retailing interests in the US. He became Assistant Managing Director of J Sainsbury plc in 1995 and subsequently took over as Group Chief Executive from David Sainsbury. He retired from the company in 2000.

Throughout his adult life he has been actively involved in the not-for-profit sector. A key involvement was Oxfam over a period of some 50 years; he became a Trustee in 1990 and Vice-Chair of Oxfam GB from 2001-2004. In 2004, he became Chair of Thames Valley University (now the University of West London) for six years. He was also a Trustee of the Women's Royal Voluntary Service for six years.

Currently he is Chair of the Sainsbury Archive (based at the Museum of London in Docklands) and he oversees activities for long-serving retired members of Sainsbury's, funded by the company. He continues to maintain an interest in the development sector and has provided informal advice to the Save the Children Fund and Y Care International.

His involvement with CIM began in 2011 when he joined the Audit and Risk Committee, becoming Chair in 2014.


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.


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 has written the second edition of 'Marketing Communications' which was published in 2015. Prior to entering academia he worked for many years with major retailers in the UK and overseas.


Chitrangani Herat-Gunaratne


Chitrangani Herat Gunaratne, Dip M, FCIM, MBA, Chartered Marketer, has been an active member of the CIM Sri Lanka Regional Board since 2003 and held the office of Chairperson in the years 2011 and 2012. During her tenure she was instrumental in establishing and developing the 'Student Arm' contributing immensely towards building productive links with the student community.

Having commenced her career in Banking, she moved over to marketing communications and later into retail marketing with two premier supermarket chains in Sri Lanka. She assumed the challenging position of the Chief Executive Officer at one of the country's largest manufacturing companies in the year 2004 and successfully led her team to record exceptional results within a short span of time.

At present she serves as the Senior Business Consultant at Quantum Consumer Solutions - a specialized qualitative market research company - where she spearheads several projects covering product and service sectors and providing 'consumer insights' and 'strategic direction' to products and brands of local as well as international repute.


Freddie Hospedales


Freddie Hospedales MBA, BA (Hons) DipM, FCIM, Chartered Marketer, is Global Head of Marketing for ERM, the world's leading sustainability consultancy operating from 140 offices in over 40 countries. In this role he leads the firm's global marketing agenda.

Freddie has more than 20 years' experience working in strategic marketing, marketing communications and sales roles in financial services, construction and advertising. As well as his marketing role at ERM, he advises clients on positioning, branding and communication issues. He joined ERM direct from his role as a Director at the International Centre for Financial Regulation where he was responsible for key stakeholder engagement and advising on reputational risk management. Prior to this, Freddie was Head of Marketing and Communications for Global Financial Services at KPMG. Here he sat on the Global Leadership Team.

Freddie has also worked in the executive of other membership organizations, most notably as Director of Marketing for the Chartered Insurance Institute.


Derek Milward


Derek S C Milward MBA, DipM, MCIM, Chartered Marketer, MCMI, F Inst AM, F Inst SMM, FHEA, Cert Ed (FE/HE) was elected to the Board of Trustees at the AGM in January 2014. He has worked in a variety of industries including, motor vehicle, electricity supply, retail and manufacturing for more than 20 years. Becoming a lecturer in business administration, management and marketing in Further and Higher Education as a second career.

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. He was chairman of the Board of Trustees of Age Concern Sedgley and District which has now merged with Age UK Dudley of which he is a trustee. The combined organisations provide preventive day care and a range of other services to the elderly people of the borough of Dudley in the West Midlands.

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. His expertise in education and varied commercial background enabled him to spend time advising young people 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).


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Chris Daly

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

Chief Executive

Chris was appointed as Chief Executive of CIM in February 2016, following his post as Acting Chief Executive since December 2015, where he leads a dynamic and dedicated team.

Chris joined CIM in June 2001 as Operations Manager in its Training Division. Promoted to Director of Membership in July 2007, Chris had responsibility for the UK regional and branch network, and CIM's international operation, including the various Sector Interest Groups. In March 2013, he became Director of Customer Experience where he was responsible for every CIM customer touchpoint.

Gaining a BA in Modern History, Politics and Russian Studies from Durham University, Chris acquired a broad spectrum of management and marketing experience ranging from roles in the City; the British Army and the Public Sector, attaining the rank of Major with The Blues and Royals, Household Cavalry Regiment; and on leaving the army, he joined the Central Office of Information, and was seconded to the Foreign and Commonwealth Office.


David Robinson

Finance Director

Details to follow


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.


Maria Heckel

Marketing Director

Maria joined CIM in March 2016 taking responsibility for CIM's Marketing, Product, Public Affairs and Digital activities.

Previously Maria was Marketing Director at PDSA and prior to this Marketing Director for National Express Group. Her experience spans a range of businesses in Travel, Transport, Retail, Automotive and Not for Profits with high profile brands such as TUI, Thomsonfly.com, Virgin Trains, Nissan and Dunlop.

Maria is an experienced Director, having worked across a range of disciplines including marketing, sales, digital, customer experience and PR. She has led a number of brand and digital transformations.

She believes in combining customer focus with great marketing to grow businesses and deliver brilliant customer experiences.