Silver Marketing Association Individual Members

Niyati Saini

Shaped by a foundation in advertising and design with a focus on strategic marketing research, Niyati works at the nexus of data and creativity. She is currently looking into how intergenerational campaigns may motivate inclusive action in the areas of social connectedness and climate resilience.  Now pursuing a Master’s in International Marketing, her research blends behavioural insight with purposeful communication. Having experience in the consumer, public health, and sustainability sectors, she contributes a multidisciplinary perspective to communications that seek to connect as much as to communicate.

Nancy A Shenker – USA

Nancy A Shenker considers herself an OG of tech, creativity, disruption, and tenacity. A former C-level executive and award-winning brand marketer, she started her own marketing consulting business at 48. In addition, she is now a working content creator and recently created a lifestyle brand called NANCYAF, where she tackles aging, intergenerational collaboration, and AI that benefits all humans. She notes that raising two successful daughters while working full-time (without the benefit of tech)  is one of her most significant accomplishments, and she now shares her perspectives on sex, life, and tech with all generations.

Vicky Carne

Vicky is a digital entrepreneur and content creator, currently developing an AI-powered voice chatbot to enhance communication and support in retirement communities. Throughout her career, she has explored how emerging technology can improve lives – from publishing computer games based on bestselling books to co-founding an early email marketing company and developing online educational tools. Now living in an over-60s community herself, she is passionate about making AI more accessible for older adults. Through writing and video content for the 60+ audience, partly through her YouTube channel, 3A-AI, she demystifies technology and highlights its potential to enrich later-life experiences.

Graham McKenzie

Graham has more than 30 years’ broad experience in the travel industry, with a career built on developing and driving new businesses including Integra Systems, which he established in the 1980s. During a spell in the US, Graham led on the growth and development of Bond International Software Inc. In 2002 he founded Omni Tourism group, owners of online travel news service Travelmole.com – the world’s largest B2B travel trade news resource, sending out over 300,000 email newswires every day.

Graham was a Director of ResponsibleTravel.com for over 15 years and also held a non-exec position at Designate, the UK’s leading Brand Development company with a long-established reputation in the world of Travel. As well as TravelMole, he writes for Hearst Magazines, Golf News, Silver Travel Advisor and can be followed on all the normal social channels as @SilverMacTravels aka ‘Silver Traveller with attitude’.

Xanthe Golenko – France

Xanthe is an Australian-born facilitator, researcher, and creative practitioner with nearly 20 years’ experience across academia and industry in health, ageing, and community wellbeing. Based in France since 2024, she supports individuals and organisations to create more meaningful, connected, and fulfilling lives through creativity and storytelling. Xanthe is the founder of Getting Artsy After 50, a platform exploring how creativity, collaboration, and community can enhance wellbeing in midlife and beyond. She designs and delivers digital storytelling and participatory video workshops, hosts events and retreats, and maintains an active arts practice in painting and mixed-media sculpture. Xanthe is a published author on creative arts, health, and intergenerational practice.

Ruth Perrett

Ruth is the Operations Director for the Society of Later Life Advisers (SOLLA), which is a not-for-profit organisation founded in 2008 to help older people and their families find trusted accredited financial advisers who specialise in the financial needs of those in later life advice.

Ruth is responsible for the day to day running of the organisation, including marketing the society to financial advisers and organisations who work in the later life sector, and to older people and their families looking for a financial adviser. She also helps advisers market their services to consumers.

Stephen Daltrey

Stephen began his leadership career as a Young Officer in the Royal Navy. He then held leadership roles across the UK travel industry, including retail, tour operations, shipping, travel management and airlines. He is a fully trained Gestalt psychotherapist, a qualified counsellor, and has over 10,000 hours experience in international coaching.

Stephen is a Trustee of mental health charity Music Minds Matter, and a Women In Travel Male Allyship Mentor. The Silver Market will enjoy his next book- ‘Deep Satisfaction in Life & Wealth Psychology -Practical success Tools For Navigating the Challenges and Enjoying Your Wealth.’

Jo Rzymowska

Jo is a celebrated travel expert and business leader, with a remarkable international career culminating as Vice President and Managing Director EMEA of Celebrity Cruises. She is now dedicated to helping businesses and individuals navigate their way to success through razor sharp strategy and expert coaching and mentoring, as she launches Jovolution Ltd.
With a passionate commitment to diversity, equity and inclusion, Jo is regularly recognised across the sector, and was recently named in the 2024 Attitude 101 List of the most influential LGBTQ trailblazers of the moment.

Morning Light Strategy – USA

Morning Light Strategy is an insight & advisory agency founded on the belief that the strategic path to future success for any organization is found at the intersection of understanding, innovating for and communicating with people aged 50+ and their caregivers.
Leveraging our Future50 Growth Framework, we can help you accelerate your growth in the 50+ market by combining quantitative & qualitative research among 50+ consumers & caregivers together with our consumer research, strategy & analytical capabilities, supported by the expert knowledge of our senior-level founders, who bring a combined 45+ years of market research & strategy experience.

Ian Kemp

Ian Kemp is a financial planner with more than 25 years experience with a real bugbear. It’s surprising and worrying a quarter of the way through the 21st century that we’re still using an Industrial Age term like “Retirement”. It conjures up such a dismal image; Being put out to pasture; Being past our ‘Use by Date’; Over The Hill.
It’s all very depressing. And – in today’s world – the picture is inaccurate! This can be new chapter, with more choices, a time of new beginnings, new adventures. Of course, that’s partly about money, but none of that makes much sense unless we work in the context of real life, people’s hopes and fears for their future; loss of identity; wasting precious time; loss of mental stimulation; changing relationships with partner and family; finding a new sense of purpose.

Frank Leyhausen

Since 2000, Frank has been advising companies, public authorities and non-profit organizations on the opportunities and challenges of an aging society.
His areas of expertise include innovation and communication as well as the impact on the labor market.

He gained his first experience with the opportunities and challenges of an aging society at Deutsche Bank Group in the 1990s. In 2000, he moved into consulting. Since then, he has been responsible for a large number of consulting projects in various sectors and has been involved in research projects. His main focus is on the GSA region and the USA.

Ellen Walker

In the 80’s Ellen took a gap year to work overseas as a holiday rep with NAT Holidays and her love of the industry was born.
Initially she worked mainly on the operational side of holidays for several companies including NAT holidays, Saga Holidays, Impact Holidays, Siesta Holidays and Sunline Holidays. Ellen joined Saga Holidays for the first time in 1995 where she discovered the pleasures of working with the older demographic. After some time away she returned to Saga Holidays with an opportunity to move into sales and marketing. After several years back with Saga Holidays she moved to Brightwater Holidays and developed their private group side of the company and helped build brand awareness outside of the reader offer market and increase direct sales. In 2017 Ellen moved to the Travel Editions Group where she now heads up their Sales & Marketing. She has been responsible for developing new marketing strategies for the company and has successfully helped grow both the individual traveller and group market while achieving multi award winning status for the company.
Ellen can also be seen from time to time out in the field working as a tour manager again on new tours that she has created.

Annie Stirk

Annie reluctantly retired at 67 from a diverse and successful career, initially in teaching, followed by 35 years as a TV presenter and food stylist across a raft of food programmes. Craving her next adventure, she took a selfie in response to a Facebook advert for new models, and became a billboard poster girl at the age of 70! Using her modelling and influencing career as a platform , Annie is passionate about providing much-needed representation for mature women by celebrating her silver hair and her age, something often shied away from by brands, advertisers, and consumers. Annie is also a co-founder of Find Your Midlife Magic an inspirational and empowering event aimed at putting the “middle years” in the spotlight. She is keen to empower women to feel confident to change direction at any point in their lives. Her mantra is Just Do It !

Deirdre Wafer

Deirdre is a strong supporter of multi-generational teams and currently co-leads the ‘Wisdom’ Employee Resource Group globally in LinkedIn, which focuses on inclusive teams for those aged 40+ and their allies in the workplace.
Deirdre also leads a Customer Insights team for LinkedIn Marketing Solutions across EMEA and LATAM, empowering large, global brands and media agency clients with strategic insights from LinkedIn’s unique first party data. With a passion for insight led thinking, Deirdre has held a range of senior roles in leading brands such as Virgin Media and Liberty Insurance, helping to inform and inspire award winning marketing led solutions.

Diane Kenwood

Diane began her career working in television and radio, switching from production to presenting and fronting programmes on BBC 1 and 2, Sky News and Channel 4. She switched to magazines, starting on Having a Baby and Good Housekeeping, then became editor of the Marks and Spencer magazine before spending a decade as editor of Women’s Weekly. After leaving there she set up her own website and blog – These Are The Heydays – providing lifestyle content for the 50+ audience. She spent some time as Editorial Director of Noon, a website and community for mid-life women, has a weekly talk slot on Boom Radio, and is Chair of the Women of the Year Lunch. She was also on the Board of Trustees of the International Longevity Centre for seven years.

Karen Sands – USA

Karen is a leading-edge Futurist, Educational Gerontologist, Strategic Partner, and Thought Leader who boldly advocates for the New Story of Our AGE. Karen illuminates the Perfect Storm forming at the edges of Population Aging, Healthcare, Longevity & Wellness with the Future of Leadership, Work & Education. A world-class, high-impact pioneering certified Master Coach (MCC, BCC), she is a Transformational Disruptor, offering professional leadership development & Whole Brain ForesightTM. Founder of Futures by Design Institute, LLC, and Ageless Way Academy, LLC. A visionary game changer, firecracker keynoter & 10-book best-selling author.

Rachel Woodward-Carrick

When my sixtieth birthday loomed into view on the horizon, I decided it was time I actively prepared for older age. My investigations into how to do this led me to write a booked called Happy Silver People, full of suggestions for leading a happier, healthier, and easier life as you grow older. It was a wonderful moment when I held the first copy in my hands in November 2022, the day after I turned sixty! During my thirty-five years working in international education and training, I’ve lived in many different places in the UK and overseas. At present, I’m based in on the south coast of England, where I have a very full-time job as a College Director, in addition to being a board member for the Bournemouth town centre Business Improvement District (BID) and the International Education Association, a voluntary Vice President for Young Lives vs Cancer (previously CLIC Sargent) and an ambassador for The Colour Works Foundation. In terms of my silver-related activity, I am currently exploring additional ways to share ideas about more positive ageing, to make our local community more age-friendly, and to create opportunities for multi-generational engagement. Other ways in which I’ve recently enhanced my own happy silver life include taking up tennis, trying paddle-boarding, and learning how to act.

Avivah Wittenberg-Cox

Avivah is a prolific, writer, speaker, thinker and podcast host. She is a global expert on 21st century leadership, with a particular focus on gender and generational balance, longevity and the future of work and careers. Avivah is a Harvard 2022 Advanced Leadership Fellow and focuses on longevity, gender differences in ageing and how to manage individuals and teams through the 3rd and 4th Quarters of 100-year lives. Themes summarised in her latest graphic book Thriving to 100 and covered in her podcast, 4 Quarter Lives.

Avivah is tracking lessons on longevity from her 60s in a weekly newsletter called elderberries.