We  welcome consultants, academics, researchers and writers with an interest in ethical marketing to older consumers

If this applies to you, we’d be delighted to welcome you as an individual member.  Join  here today

If you are part of a business or charity, please join as a company member.

Members only free introduction service – please contact enquiries@silvermarketing.org and we will be pleased to facilitate this.

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.

Rebecca Cresta

With a passion for capturing authentic moments and a keen eye for detail, I’ve established a reputation as a leading freelance photographer in South West London. I deliver high-quality images that tell a story and create lasting impressions.
Event Photography: capturing the essence of corporate events, conferences, and special occasions with a focus on candid and posed shots that highlight the experience; Commercial Photography: creating stunning visuals for marketing campaigns that enhance brand visibility and appeal; Corporate Photography: providing professional headshots, and imagery that reflect the professionalism and ethos of the company; Editorial Photography: compelling images for printed and online publications that enhance written articles with visual storytelling.
Behind the lens, I’m committed to building strong relationships with clients, understanding their vision and delivering personalised services to bring these to life through technical expertise and storytelling.

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.

Anyo Green

Anyo is an experienced marketing manager specialising in social media and growth marketing tactics. Over the years, Anyo has marketed it all from wedding favours to large outdoor toys, to cybersecurity and healthcare services. She works as a freelance marketing strategist, helping companies plan and make data-informed marketing decisions.

Anyo currently looks after the marketing for Carecall, a falls response and monitoring service for anyone who wants to remain independent in their own home with the added peace of mind a falls and monitoring service brings.

Michela Di Carlo

Michela Di Carlo is a bilingual lifestyle journalist (Italian/English), living between Chester and The Eternal City. She is the founder and chief editor of CrunchyTales.com, the popular first solely illustrated online magazine for sassy women over 50, on a mission to reframe midlife as a colourful journey. She focuses her work on inspirational content to empower women feeling stuck in the second act of their life, highlighting the bright side of growing older.
Michela is also the creator and producer of the first pro-age live radio show format called "The Beauty Of Ageing", and is
a fierce Late Bloomers' Advocate determined to change the narrative on ageing while promoting the benefits of lifelong learning.

Diane Kenwood

In a career that has happened almost entirely by chance rather than design, I've worked in television and radio, switching from production to presenting and fronting programmes on BBC 1 and 2, Sky News and Channel 4. Moving into magazines I worked 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. I left and set up my own website and blog - These Are The Heydays - providing lifestyle content and ideas for the 50+ audience, which can also be found on Substack, Instagram and Facebook. From October 2022 to February 2024, I was the Editorial Director of Noon, a website and community for mid-life women, launched by former Sunday Times Editor, Eleanor Mills.
I have a weekly talk slot on Boom Radio, am a Director of the Women of the Year Lunch and was on the Board of Trustees of the International Longevity Centre, the specialist think tank on the challenges and opportunities of longevity on society, for seven years.

Geraldine Sheridan

Geraldine Sheridan is Director of Real People Communications. She specialises in telling powerful, authentic, human stories and creating content that humanises your brand. Interview led stories of your staff and your customers will engage your target audience at an emotional level. Geraldine is a former human interest journalist for national newspapers and television. She is skilled at interviewing in depth with insight and sensitivity and telling stories in a way that people remember. The stories can be used for internal and external communications, they can also be used to support recruitment. She has experience supporting sectors including care, retirement living, leisure and health.

Stephanie O’Dell

Stephanie O’Dell, founder & CEO of Celebrate The Gray, is passionate about updating the age of models used in marketing and giving women their power back in their aging journey. She has built a strong following and community of like-minded women who want to change the face of aging. Based in the USA but with an international following, Celebrate The Gray Agency is for and about 50+ women representing over 200 gray/silver haired “real” models with access to 100s of influencers/content creators aged 50+ and offer age inclusion consulting for brands and companies.

Stephanie believes that women want to be seen as they age in marketing, and want their faces, bodies, voices and opinions valued and authentically represented. She says “I believe that being a woman today means not letting anyone define you. You define you!”

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.

Aura Tatu

Romanian by birth, Aura speaks not only her native tongue but English, Italian and, having married into a Cretan family, Greek. A graduate in Philology and English Literature from the University of Transylvania, she started her career in marketing in the magazine publishing industry, becoming marketing manager for titles such as Cosmopolitan and FHM in her local market.
From 2005 Aura focused on internet publishing and marketing, developing technical skills in digital design, virtual worlds, and online community building working as a digital design freelancer.
In 2022 she took over the marketing strategy of The Mistral, a family-owned hotel on the coast of Crete an hour’s drive west of Chania. A boutique hotel with only 35 rooms, the Mistral caters exclusively to solo travellers, with a client base predominantly 50+.
UK silver holidaymakers are the core market, and Aura is currently seeking to expand opportunities with other Silver Marketers who focus on single silvers, either on an agency basis or those looking for a premium promotional or rewards campaign.

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.

Laura O'Connell

Laura is a communications specialist with a three decade successful track record. She has worked in large agencies (Ogilvy, Instinctif Partners), built and sold a consultancy, and was Direct Line Group’s first Head of Communications. In 2023 she launched a new advisory consultancy lauraoconnell.co.uk to provide bespoke support on every aspect of communications strategy and reputation management, from evaluation of existing communications, to developing programmes to implement a company’s vision and goals, and counsel on risk and issue management. Laura has deep experience of working with companies and organisations who serve older consumers, such as Aviva, Age Partnership, Canada Life, Equity Release Council, FreeSpirit travel insurance, Prestige Nursing & Care, and SOLLA.

Mauricio Maldonado

Mauricio is an entrepreneur and founder of several entrepreneurial businesses within Latin America dedicated to developing products and marketing solutions for the Silver Market.

As our first Latin American member, Mauricio brings a wealth of experience with over 30 years of marketing experience in senior positions in the pharma market. He has been a speaker on silver marketing for the last 6 years and is a Member of various organisations connected with raising awareness for the sector since 2020, as well as a board member of Silverexpo since 2022.

Currently, Mauricio is leading Saber Vivir which is one of 11 outstanding ventures of AMLAT. Pensar en Grande, IDB, Endeavor, 2023

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

Susan Sommers

From Toronto Canada, Susan Sommers is an award-winning health, fitness, and spirituality expert, non-fiction book author; and thought-provoking speaker.

Susan completed 35 races since she turned 59, including two 7 ½ hour Marathons. Her latest book and audiobook, The Magic of Walking: Your Guide to a Balanced, Purposeful Life, were launched in 2022.

Through her company, Power Source for Women, Susan offers dynamic Keynotes, workshops, and retreats designed for women 60+, on site and virtually. She inspires women worldwide to make a lifelong commitment to their physical, mental, and spiritual health and has been featured at International Women’s Day Celebrations and on transatlantic cruise ships.

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.

Susan Gregory

Susan is the founder of Turners Oak, an estate agency specifically supporting older movers and their families navigate the emotional, practical and logistical uniqueness of a move in later life. Susan has been an estate agent for over 15 years and has always viewed the industry as a service not a sales industry.

Through experience and research she has built Turners Oak to reimagine the role of an estate agent as a consultant to the whole moving journey, with ways of working that mirror the realities of a move in later life and with the purpose of making lives better. Her MSc in People & Organisational Development in 2021 helps shape her thinking, she is a known voice in the estate agency industry on the gender pay gap, and she is a Trustee for I Choose Freedom - supporting survivors of domestic abuse.

Suzanne Noble

As a problem solver with an insatiable curiosity, I focus on the needs of individuals over 50. I am a co-founder of the social enterprise Advantages of Age, where I contribute to the delivery of Startup School for Seniors. This acclaimed program is specifically designed to assist older individuals in transforming their ideas, passions, or hobbies into successful businesses. Additionally, I am a co-host of Sex Advice for Seniors, which boasts a TikTok following of 55,000 and an expanding podcast audience. Lastly, I enjoy performing jazz and blues at various pubs and clubs throughout London, interweaving historical anecdotes about the songs.

Dr. 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.

Prof. John Bateson

John, Professor of Management, is currently the leading researcher on the Ageing of Consumers and visiting Professor of Management at City, London University.
He has had an impressive career to date including being a Senior Partner in the MAC Group, SVP at Gemini Consulting, and a member of the Group Executive Committee of the Cap Gemini Group. John was also CEO of SHL, a publicly listed company in the UK, and led a "public to private" management buyout, not to mention chairing multiple businesses.
He was previously Professor of Marketing at the London Business School and the Stanford Business School, author of multiple books and articles on Services Marketing and the Ageing Consumer and author of one of the leading textbooks in Services Marketing.

John also holds a Doctorate in Marketing from the Harvard Business School and an MBA from the London Business School.

Jacynth Bassett

Jacynth Bassett is an award-winning, highly sought after consultant and expert in the anti-ageism/ age-inclusive & positive movement. At only 31, she is widely recognised as a leading pioneer and voice, awarded ‘Anti-Ageist Activist’ of 2023, and named one of Evening Standard’s 22 Londoners Changing the World. She is the Founder & CEO of the award-winning global consultancy community & campaign, Ageism Is Never In Style®, and of The Bias Cut – the first age-inclusive independent fashion online boutique. Jacynth’s strategic and business nous, combined with creativity and social understanding & empathy, has resulted in her becoming one of the most exciting visionaries, and disruptors leading the way for social change around ageing.

John Hudson

With over 30 years’ experience ranging from start-ups to Global networks and working across everything from production to global campaign management and Operations, my mantra of “walk a mile in their shoes to understand their challenge“ is possible as I generally have been in those shoes!

Currently I am leading Anything But Grey, the new consultancy offering powered by Bray Leino and Speed, launched specifically to cater for brands seeking to engage a 50+ audience.

Derek Jones

Derek joined the travel industry in 1988 as a travel rep in Ibiza. A decade later he had risen to become a Board Director at Thomson Holidays, then Managing Director of Lunn Poly (and later, Thomson Retail) overseeing a network of over 1,000 stores. After implementing the merger of Thomson and First Choice Retail in 2006, he left to join the Kuoni Group, later taking the new position as CEO of Der Touristik UK, with responsibility for specialist UK travel brands including Kuoni, Kirker, Carrier, CV Villas, Jules Verne and Journey Latin America. Derek stepped down as CEO in 2022, but is still active in the travel sector as a non-executive Director at Abta and Chair of Abta Lifeline. He is also a director of N-Gage Personal Training, a boutique fitness brand.

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.

Karen Sands

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.

Roy Sheppard

A veteran BBC radio and TV broadcaster, Roy Sheppard was awarded “Virtual Presenter of the Year (UK)" in 2021.
Roy facilitates major international congresses with up to 9,000 delegates and produces and presents online TV programmes and videos for medical and corporate clients through www.ProOnlineTV.com. Roy’s passion is running his online community for freelancers at www.FreelancerSupport.Online teaching the growing number of new and experienced freelancers how to find new, full-fee paying clients.
He is the author of numerous business development as well as personal and business relationship books. For many years, Roy was a visiting lecturer at Cranfield and Henley business schools.

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.

Dr. 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. More recently Chris became the CEO of The JG Travel Group.

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.

David Powell

In his early twenties David was a DJ, spinning his last record in the 1980s when he set up what is now Atlantic Print Media. In 1992 David spotted a niche in his local area establishing a free newspaper, The Ashford Advertiser, which was an instant success. His successful marketing strategy of extensive door to door distribution, plus pick-up at retail outlets, continues with investment in high speed presses. With David’s interest in travel and cruising, the papers have a popular travel section, and YourHolidayTV.com was added to the portfolio in 2012. His idea for a glossy consumer travel magazine came next with Your Holiday & Cruise Magazine available in print and online with travel content from leading writers. The two brands are aimed at over 50s travellers. Funded by advertising, David is always keen to establish new partnerships.

Tony Watts OBE

Tony has spent his career in a mix of comms roles, starting in PR before moving onto marketing and advertising, then journalism. As well as editing business magazines and local newspapers, he was the founding editor of the UK’s first national newspaper for older people. Today he is a freelance copywriter for a wide range of national and regional clients.
Over the last 10 years he has dedicated part of his time representing older people, trying to ensure that their views are heard when decisions are made affecting their lives. His work on behalf of older people was recognised with an OBE in 2014. Co-author of “The Midlife Review”.

Eleanor Mills

Eleanor Mills is the Founder and Editor in Chief of Noon.org.uk a new platform for women in midlife. New research conducted by Noon shows that women 45-60 are a massively underserved cohort by brands with 60% saying they would be more likely to buy from companies who address them directly.

Previously Eleanor was Editor of The Sunday Times Magazine, Editorial Director of The Sunday Times, a columnist and interviewer for the paper for 23 years and Chair of Women in Journalism 2014-2021. She is passionate about changing the narrative about the later stages of women’s lives. Noon provides inspiring stories of transformation, access to experts (through courses, events and retreats) and helps its community of ABC1 women move into their joyful and purposeful next chapter. In the hundred year life, fifty is only halfway through. That’s why we called it Noon. Our motto is: So Much More to Come.

Tina Woods

Tina Woods is a mission-driven social entrepreneur and system architect bringing diverse stakeholders together in shared endeavours to improve and level up health. She is Founder and CEO of Collider Health and works with private, public and third sectors, including UK Research and Innovation (UKRI)’s Healthy Ageing Industrial Strategy, NHS AI Lab, and emerging Integrated Care Systems. She is the Healthy Longevity Champion for the National Innovation Centre for Ageing, aiming to accelerate ageing intelligence and secure UKRI’s strategic aims to ensure better health, ageing and wellbeing in the UK and globally.
Tina is director of the All Party Parliamentary Group for Longevity secretariat and leads the Open Life Data Framework. She is Co-Founder and CEO of Business for Health, a social venture working with the CBI, bringing ‘Health’ into ‘ESG’ mandates to support sustainable innovation and investment in preventative health and care.

Mike Mansfield

Mike is the CEO of ProAge, and is a seasoned thought leader on the topics of longevity, age-inclusion and multigenerational workplaces. ProAge is a UK charity dedicated to creating age-inclusive workplaces and high-performing multigenerational teams.
The focus of Mike’s thought leadership work has been on building solidarity between stakeholders to create sustainable solutions that are inclusive of vulnerable groups where no one is left behind.
Mike was responsible for the establishment of the Aegon Center for Longevity and Retirement, a collaboration of international experts, and has authored and published 13 reports on retirement security with insights and recommendations for governments, employers and individuals. He also developed and piloted the Silver Starters program to help people age 50+ understand entrepreneurship and help them start their own business.
Pro bono has included workshops for BraveStarts, and a volunteer for a local animal shelter.
Mike is based in Amsterdam, is originally from Dublin, and has worked in San Francisco.

Gary Hall

Gary has worked in the area of personal development for over twenty-five years and has learnt his craft well.

He is an Inspirational, motivational coach helping over 50s find purpose and meaning in their lives.

Gary works with men & women in their 50s and beyond, who are thinking about their future and want change – a change catalyst if you like. He helps them take control, take action and make things happen. Supporting them to be happy, confident, fulfilled, curious, adventurous and to have fun.

Cathy Bartrop

Cathy is a travel writer, video producer, presenter and editor. She started her career as a graduate trainee with Saga Holidays in 1983. After gaining corporate experience with Thomas Cook and Ocean Cruise Lines, in 1989 she set up her own business focused on travel media and began to specialise in video production.
Almost 20 successful freelance producer years went by before video on demand became a reality, creating an opportunity to offer specialised content to an online audience. Cathy seized that opportunity, creating and distributing trusted travel content specifically for the 50+ traveller. travelguru.tv launched in 2008 and, despite the challenges of the pandemic, is going strong.
Offering a wealth of travel industry and video production experience, Cathy is keen to explore opportunities to collaborate with other Silver Marketing Association members.

Mike Newman

Mike has over 20 years’ travel trade experience, of which 18 were spent as a consultant working with a wide range of attraction, museum and destination clients across the UK.

In 2003, Mike founded b2me Tourism Marketing which provides individual, group or DMO level bespoke strategy, marketing, representation and travel trade engagement workshops.

b2me has extensive experience in working with the seniors groups and individual market; including specific engagement strategies for the accommodation, museums and attractions sector. b2me also owns the digital platform Travel Trade Ready, the UK’s only portal to test any supplier businesses’ alignment to key criteria that trade buyers require.

Al Campbell

Al has spent his life in advertising and marketing as an agency principal and creative director, and client side in Marketing Director and Communications Director roles.

He has a depth of expertise and breadth of experience in creating web, digital and print content focussed heavily on the silver market across travel, finance and pensions, tech, and self-help. Al also scripts, directs and produces video and commercials and believes that to communicate convincingly with any target market you have to have lived the target market experience and that nowhere is this more relevant than in the silver market.
'How can you write lucidly and engagingly for older people without having faced the challenges - financial, family, education and health - of getting older,' he says. 'It's essential to have been there, done it, and got the t-shirt.'
A man with many t-shirts, Al's current clients include Singles in Crete, Seafarer Cruises, Explore Global Holidays and Kiasa Infrared Radiators.

Lucy Standing

Lucy is a co-founder of Brave Starts CIC – a non profit who see being over 50 as an asset. They’re building the blueprint for how people can figure out how to make this the best and most fulfilling time of their careers.

Lucy is a Chartered Psychologist, Associate Fellow with the British Psychological Society and Certified Principle Psychologist with the Association for Business Psychology (ABP) for which she was Vice Chair for nearly 10 years. Prior to her nonprofit career, she worked in the strategy consulting and investment banking sectors.

Tony Maniscalco

Tony has worked in travel marketing teams for well over 30 years, along with roles in overseas contracting, resort and general management, product development and public relations with companies ranging from Silvair Holidays, Falcon Leisure, Blue Arrow Holidays, Hartland, Mundicolor and Ramblers Walking Holidays,
He is currently semi retired but retains an avid interest in the travel industry and regularly maintains contact with many of his past work and industry colleagues spanning over 3 decades! As such and utilising this experience, he is happy to help any companies with any assistance or projects they may have!