Silver Marketing Association Individual Members

Lynn Scrivener

How do you follow up a career of more than 40 years in the fabulous world of travel and cultural tourism? My answer is to stay active, to stay curious and to stay learning. Having tirelessly worked for such well-known businesses as British Airways, Hertz Europe, Somerset House, Tower of London, St. Paul’s Cathedral, Chelsea Physic Garden and Ramblers Holidays, I expected even semi-retirement to be a challenge. In fact, I found a world full of opportunities to learn new skills and have fun on the way such as mentoring young people and helping children to read. Business skills are much sought after in the Third Sector and you can trade your expertise for experiences otherwise unavailable to full-time work horses. I recommend flying out beyond your immediate comfort zone because you are sure to have safe landings. See, that travel bug is still there! For more info

Rachel Pease

Rachel is the founder of Mash Marketing Consultancy, providing businesses with marketing strategy for brand and business growth. With sixteen years’ experience across multiple industries and eight years specialising in marketing for the later life demographic, she offers tailored Later Life Marketing Services, with an exclusive offer of support for Silver Marketing Association members (please visit the Member Resources page for more information).

Rachel’s recent work with the Silver Marketing Association on insight into the later life market has been an absolute pleasure and she’s delighted to continue the partnership.

Hannah Swift

Dr. Hannah Swift is a Reader in Social and Organizational Psychology and was Program Director for the Organizational and Business Psychology MSc at the University of Kent between 2017-2022. She is a leading expert on ageism and behaviour change, focusing on understanding experiences and expressions of ageism in the UK and across Europe, the consequences of ageism on health, wellbeing, decision-making and performance outcomes, age-friendly workplaces and dementia friendly garden spaces.

Hannah has experience designing, implementing, and evaluating interventions, and is leading the Redressing Ageism in Fashion project. She has authored 17 reports on age-prejudice and discrimination for the UK Government Office for Science, the Equality and Human Rights Commission, the Department for Work and Pensions, the British Medical Association, Age UK and the Centre for Ageing Better. She developed a national barometer to measure prejudice and discrimination in Britain and provides training and advice on equality and diversity matters.

Dr. Xuan (Lorna) Wang

Lorna is a Senior Lecturer and the Co-Director of the Centre for Research on Ageing and Generations at the University of Surrey. She is a Senior Fellow of the Higher Education Academy and a Fellow of the Hospitality Professionals Association.

She leads the UKRI funded ‘Hospitality Connect’ project, lectures and supervises doctoral students in hospitality and tourism related subjects.

Prior to her academic career, she held senior management positions in the hospitality industry. The awards she has received in recognition of her leadership and commitment to the industry including ‘the Best Service Award’ from Beijing Tourism Administration Bureau and ‘Lord Forte Award’ from Institute of Hospitality in the UK.

Moti Bari Barmherzig

One morning in February 1987, Moti received a phone call inviting him to a meeting with the president of one of the largest conglomerates in Europe. The first sentence he said to Moti was: “Good morning, young man. I just wanted to meet the person who saved my mother’s life.״ A few years before this meeting, with much inspiration and a little talent, Moti invented and developed the first Personal Panic Alarm Button solution. In 1999, he took his company to an IPO, having companies around Europe. He has a proven track record as a visionary Entrepreneur who dedicated almost four decades to researching and studying ageing in place and developing solutions for older adults in the community. Most recently, concerned by the future of his and the world’s ageing, he founded Cheer TV, a new interactive product that allows every older person living at home to flourish, fulfil their days, be more motivated and more active.

Ali Powell

Ali is an award-winning commercial consultant in the later living and hospitality sectors. She is highly skilled at increasing sales velocity and IRR through diagnosing issues, identifying sales and marketing opportunities and implementing fixes. She has nearly 30 years’ experience working on the operator, developer and investor side in leading brands including Hilton, IHG, PegasusLife and Premier Inn. She now runs her own consultancy, Commercial Acceleration where she works on projects to maximise growth levers, sales rates and profit and recently won Best Senior Living Consultancy – UK 2023.

Lisa Arthur

Lisa Arthur is a subject matter expert in over-50s marketing. With a career that has spanned more than 20 years in London-based founder-led B2C start-ups, Lisa’s direct response marketing skills have helped hundreds of people succeed in business ventures online since ‘internet marketing’ was invented!

Today, Lisa is Head of Marketing for 55/Redefined, a start-up dedicated to becoming the most trusted global platform for over-50s and those wishing to engage with them. Lisa’s brainchild, the RAC (Recruitment Advertising Campaign), taps into an underutilized pool of talented over-50s job seekers and is revolutionizing the world of over-50s marketing.

Dr. Carol Sargent

Dr Carol Sargent is an expert in dementia-friendly travel and is the founder of Sargent Group Consulting, which supports the travel, tourism, and hospitality industry to provide high quality, fun and active holidays for the increasingly large community of people living with dementia and their unpaid family carers. She previously founded and was CEO of Mind for You, a dementia-friendly holiday provider which, over eight years, took more than 1600 people on fully supported, luxury holidays in the UK. As a former research scientist working on chronic illnesses for giants such as AstraZeneca and Merck, she has led projects into large scale clinical studies and consulted to pharmaceutical companies, providing both expert advice and proposing business solutions. She has applied her scientific skills to robustly prove the benefits of holidaying for people living with dementia and demonstrate the quantifiable difference in wellbeing for carers. Carol has contributed to Visit Britain’s Dementia-Friendly Tourism: A Practical Guide for Businesses; is Vice-Chair of the Leicester, Leicestershire, and Rutland Dementia-Friendly Community; has previously led fundraising to help grow dementia-friendly holiday charitable co-operative, resulting in a total raise of £465K and is currently providing input into the Visit England Accessible Tourism Tool-Kit. Her driving force is to challenge the myths surrounding dementia and other chronic conditions and, ultimately, to rewrite the social narrative, so that a diagnosis is not seen as the end of life, but as a new phase that, with the right advice and support, can still be lived in a full, joyful, and satisfying way.

Jacynth Bassett

Jacynth Bassett is a globally recognised expert, consultant, and keynote speaker on age inclusivity, longevity, and intergenerational strategy. She is the Founder and CEO of Ageism Is Never In Style®, the leading award-winning global consultancy and community platform driving business and cultural change by reshaping how organisations and society engages with ageing, generations and life stages.

Sitting at the intersection of culture, commerce, and strategy, Jacynth is widely regarded as one of the most distinctive, actionable, and commercially driven voices shaping the global age-inclusivity, longevity and intergenerational agenda.

Her global portfolio includes advising Fortune 500 companies, global brands, SMEs, and non-profits; creating high-impact campaigns such as #ILookMyAge (45+ million views); spearheading the world’s first free global stock imagery project on improving age representation – now used by global brands, NGOs, universities, and media; and building a thriving intergenerational community of over 310k+ with a 90-day reach exceeding 10 million. She is also an Ambassador for the Stanford Center on Longevity.

She has also been recognised as one of the Evening Standard’s “22 Londoners Changing the World,” named Anti-Ageism Activist of the Year, and awarded the Silver Marketing Association Exceptional Achievement Award (2025).

Adriane Berg

Adriane is a veteran marketing and brand consultant who crafts and communicates your message with impact. She offers consulting, including staff training, branding, imaging, messaging, and brand representation.

She is the Founder of The Ageless Traveler Platform, podcasts, blogs, and YouTube Channel and an influencer in senior and boomer lifestyle and tourism. Adriane is an Emmy Winner for hosting IRS TaxBeat, a mature media awardee for hosting Generation Bold: The Fountain of Truth About Ageing, and the host of the United Nations podcast On The Ground. Adriane is a New York Times AgeBoom Fellow author of fourteen bestselling books.

Jane Finnerty

Jane is the Joint Chairman of the Society of Later life Advisers and a Chartered Financial Planner. She specialises in financial services communications and the promotion of wellbeing for a better Later Life. She contributes to various policy setting committees and volunteers for organisations that campaign on behalf of the rights of older and disabled adults, including the National Dignity Council.
As Joint Chairman of the Society, Jane champions the need for access to accredited advice when it comes to in retirement planning and care funding. She writes for financial, and consumer facing publications and has expertise in standard setting for advice skills alongside the effective use of technology.

Steve Dunne

Steve Dunne is the chief executive of marketing and training consultancy Digital Drums Ltd. where he consults for a range of travel companies and associations and moderates many industry conferences and seminars.
He is a fellow of the PRCA, the World’s largest communications body and is a Travel Weekly columnist, writing regularly on marketing in the travel sector. He is a holder of the Chartered Institute of Marketing Lifetime Achievement Award (Travel and Tourism).
He has managed three major PR and marketing consultancies including Affinity Consulting, one of the UK’s leading leisure and travel marketing consultancies. Steve was later one of the founders, and managing director, of the UKs largest travel and tourism PR and marketing consultancy, Brighter Group, later becoming executive chairman before its sale to Finn Partners in 2018.

Paul Carter

As a Board Advisor & NED, I help organisations drive business growth and create value. I am a strategic leader with experience in delivering value across publicly quoted, privately owned and P/E backed organisations. I have significant experience in Adventure Travel and Vacation Rental. Organisations benefit from my expertise in driving growth, and navigating the international environment. Experienced in M&A, I have advised and led on acquisitions, exits and JV partnerships in the UK and overseas. I have served on the board of The Federation of Tour Operators (now ABTA), and The Institute of Customer Service, and bring commercial astuteness and a customer centric approach.
I currently chair MacsAdventure, am a trustee and soon-to-be chair at The Safer Tourism Foundation, and run our own rural retreat in Herefordshire

Sharon Rose

Social Gerontologist Sharon Rose, M.S., creates and implements programs for intergenerational communities and companies. Her work includes innovating and marketing cross-generational activities and programs for education, inspiration, healthy aging, and the use of agetech devices to improve quality of life, productivity and social engagement.
She has served as Vice President of Programs for Elder Services Resources Network in Boca Raton, Florida and was responsible for initiating and implementing community intergenerational programs for Palm Beach County. Sharon received a Master’s degree in Gerontology, Management of Aging Services, in 2017 from the University of Massachusetts Boston. She has lived in several U.S. cities, including New York, Los Angeles, Las Vegas, San Diego plus South Florida, developing a strong network of relationships, both domestic and international.

Graeme McKenzie

Graeme has spent his entire career, (fast approaching 40 years), working as a marketing communications specialist, gaining extensive experience and insight into how to successfully market a wide range of products and services to the older and elderly UK consumer.

Recognising a gap in the market, Graeme launched Let’s Talk Ageing in 2016 with a vision and passion to support organisations to become better informed and deliver enhanced B2C and B2B Acquisition & CRM communications to this highly complex audience – he offers a range of tailored services, from delivering insight driven workshops to providing a sense checking service for clients to have their off-line and on-line communication critiqued, by a mature panel of UK consumers.

Graeme is based in the South Midlands and operates across many diverse markets, including working with clients from the Financial Services, Funeral Planning, Travel & Leisure, Mobility and Care sectors.

Jacqueline Jeynes

A published non-fiction author since 2000, Dr. Jeynes. PhD, MBA, B. Ed (Hons), B.A(Hons), is a member of British Guild of Travel Writers, a Distance Learning course writer and tutor, an expert on Small Business Risk Management, and a Guest Blogger on many sites worldwide.

Book titles from 2021-22 include “Targeting the Mature Traveler”, “How a Global Pandemic Changed the way we Travel”, “Managing Health & Safety in a Small Business”, and “Before Hiroshima” (WWII history). An interesting range of topics based on personal interests! Lives in Wales UK.

Chris Simmonds

Chris has spent his entire career of nearly 40 years focused on serving an older demographic in both the commercial and charity sectors.
From 1983 working at Saga Holidays and has headed up Marketing, Sales & Operations before progressing to Managing Director.
In 2010, Chris transferred to the charity sector and led a charity called Revitalise as their CEO offering accessible holiday centres providing 24-hour nursing care serving disabled people and their carers.
He returned to Saga Holidays in March 2020 shortly before the pandemic began and led the business through a difficult period, whilst driving a strategic review and developed a 5-year plan to ensure the business emerged from the crisis in a strong position.  Chris then became the CEO of The JG Travel Group, and more recently the CEO of HF Holidays.

John McEwan

John has enjoyed a lifetime career in travel, starting as a trainee and then reaching senior positions in the UK and globally. He was the 1st elected chairman of ABTA.

Today he is a chairman of travel and travel related companies including Holidaysplease.com, Latin Routes, EFR Travel and Ski-Lifts.com, where he enjoys conveying his knowledge and experience. He also brings his vast experience to his role as a trustee of ABTA Lifeline.

John is passionate about travel. He is well travelled and hopes to continue to explore the world. He is a sports enthusiast and also enjoys his frequent visits to his local leisure centre.