Professor Jeff French PhD, MBA, MSc, Dip HEd, BA, Cert ED

Attabara, Cottage, Conford, Lipook, Hants, GU30 7QW.

Home Telephone 01428 751475,
Work Tel 07883894802

FULL CURRICULUM VITAE

My experience
I have substantial public policy, marketing management and communication
experience at international, national, regional and local level. I have worked with and
advised ministers, senior civil servants, government advisors, CEO’s and Directors of
both public and private sector organisations. I have a track record of delivery and a
strong reputation as a collaborative and politically astute team player.

I have extensive experience of designing developing and evaluating behavioural

change and marketing programmes across the public sector. I have extensive Board
level management experience. In addition to my 34 years practical experience I also
have a distinguished academic career. I am a recognised world thought leader in the
field’s of behaviour change programme design and evaluation, social marketing and
health promotion.

Significant achievements over recent years include:

• I am a nationally and internationally recognised thought leader in the field of

behaviour change and social marketing. I frequently speak at national and
international conferences and seminars. Over the last six months I have given
key note presentations at the following conferences : NSMC annual
conference RCGP conference , ACPO conference , Royal Society for
Physiotherapy conference , SOLACE (The Local Authority CEO.s)
conference Local Government Communications Network conference ,
Association of Health Care Communicators, conference, the Patient
Information Forum conformance, Gulf States health advertising and
information conference, the American Social Marketing Conference Florida.

1
• Managed the marketing communications, business planning and policy teams
for the HDA between 2000 – 2004, including ten regional teams. Acted as
CEO from October 2002 – November 2003. Budget £20 million.

• Developed the HDA’s marketing and communication strategy, services and

systems including stakeholder engagement and marketing strategy resulting
in 85%+ satisfaction ratings of HDA’s performance amongst key audiences.

• Established the HDA as a WHO collaborating centre and built a strong

international profile and work programme within the agency. Managed the
Global Effectiveness and EU Getting Evidence into Practice projects.

• Worked with the Department of Health to develop the cross government

Health Inequalities plan and was the named responsible officer during the
extensive national consultation.

• Member of the DCMS England Awards Committee and the evaluation

committee for the £300 million Healthy Living Centre programme.

• Completed a National review for government on the application of Social

Marketing, published in June 2006, ‘It’s our Health’. The recommendations
from the review are currently being used to guide DH and other government
departments approach to developing social marketing programmes.

• I proposed, set up and managed the launch of the National Social Marketing
Centre (NSMC) in December 2006 and drought social marketing into the
mainstream policy arena across government.

• Produced for FSA and HM Treasury the ‘Geared for Action’ communication
and marketing strategy and recommendations as part of the Thoresen review
of generic financial advice in December 2007.

• Have worked over recent years with National Audit Office, DEFRA, HM
Treasury FSA, DCFS, DCMS ,Cabinet Office, Home Office, Health and Safety
Executive, Sport England, Forestry Commission, Cancer Research UK, Big

2
 Lottery Fund, Consumer Focus, The National Council For Palliative ,
Drinkaware and DH.

• I have played a key role in ensuring that social marketing has been accepted
as a tool for policy delivery and service improvement including contributions
to the development of the Cabinet Office ‘Engage’ programme’ and the DH
‘Small Change Big Difference’ and ‘Ambitions for Health’ strategy.

• I am the author of numerous articles, papers reports and chapters on

communication, evaluation community engagement and social marketing. My
new book ‘Social Marketing and Public Health, theory and practice’ has just
been published by Oxford University Press,

• I have organised the two national and two world social and not for profit
marketing conferences. The 2008 world conference was attended by 850
delegates form 40 countries.

• I have been a member of the following comities: The Big Lottery Fund Healthy
Living Centres committee, five a day programme, HLC Evaluation Group,
Health Direct Committee, National Patient and Public Involvement
Committee. NHS Life Check Committee, National Palliative Care group.
Cancer Reform Strategy, Chair CRUK Cancer UK prevention research award
committee. Currently I am a member of the Prevention and Early Detection
national committee CRUK, Editorial Board Member for the Social Marketing
Journal. .

• I am a visiting professor at Brunel University and Brighton University and a

Fellow at Kings College University of London. I also teach at Southbank
University, Imperial University, City University, and Birmingham University,
Northumbria University.

During my career I have managed a wide variety of communication and marketing

programmes. I led the successful bid, and set up one of the eleven first wave Health
Action Zones. Developed sex education and substance abuse policies with LEA’s,
Managed a drug prevention and counselling service, which was a first wave needle
exchange pilot site in England. Led the production of joint Local Authority and NHS
preventive strategies on physical activity and CHD prevention. Established a HIV

3
prevention, counselling and education service. Led two large-scale health attitude
and behaviours surveys. Established a network of local ‘Community Forums’ across
four Local Authority areas. Developed one of the first lay health educator’s services
in the country and one of the first local health inequalities strategies.

My management style is one that favours inclusion and co-operation. I have well
developed communication skills and a creative personality. I pride myself on my
ability to motivate and develop those I work with. I believe in supporting staff through
appraisal and the development of an open and ‘quick to praise’ culture. I enjoy
devising solutions to new and complex problems and dealing with ambiguity.

Areas of special interest and expertise include: Social marketing, consumer research
and insight, public communication, inter-sector partnerships development, and
community involvement. I have extensive training and facilitation experience. My
particular management interests include marketing, behavioural change and
organisational development.

I have a broad understanding of policy across government as it relates to behaviour

change, marketing and communication. I have an extensive professional network and
good working relationships with many key public bodies, professional associations
and key individuals. I also have an extensive international network of professional
contacts in key institutions concerned with public sector communication and
marketing.

Academic and Professional Qualifications

• Rachel Macmillan College University of London, Sept. 1974 - July. 1977
Certificate in Education.
• Open University, January 1979 - November 1981 BA
• South Bank University, September 1981 - July 1982, Post-graduate Diploma
in Health Education.
• Kings College University of London, September 1982 - July 1984 - M.Sc.
Health Promotion.
• Durham University Business School: 1992 - December 1994. MBA.
• Leeds Metropolitan University. 1993 – December 1999. PhD
• Kings College University of London awarded the status of Fellow 2001

4
 • Graduated from the Cambridge University Judge Institute for Management
World Health Leadership programme April 2002.
• Brunel University awarded status of visiting Professor 2007
• Brighton University status of visiting Professor 2010, pending confirmation

Most previous Job: Director of the National Social Marketing Centre

The central focus of my post as the director of the NSMC was to lead the strategic
and operational development of the organisation. I was responsible for the
development and delivery of corporate strategy and business plan. I lead the Centres
senior team and manage the Centres budget (£17 million2008-9). I reported directly
to the Chief Executive of Consumer Focus. As part of my role I acted as an advisor to
the Department of Health and other government departments and agencies. I sat on
a number of national policies development, review and implementation groups. The
centres work was focused on developing and embedding good practice in social
marketing. It did this through developing standards of best practice, capturing and
disseminating evidence and delivering a major capacity building programme.

_________________________________________________________________
Current Job
I am CEO of Strategic Social Marketing. Strategic Social Marketing is registered
limited company providing strategic behaviour change and social marketing advice to
a range of public and private sector organisations, Current and recent clients include:

The National Social Marketing Centre

The Department of Health
The National Council for Palliative Care
The Forestry Commission
IQ Health maps
The Afiya Trust
The Campaign Company
Ice Creative
Sheffield City Council
National Cancer Awareness Team
Resonant Media
McCann Erickson Healthcare worldwide
WHO Social Determinants programme

5
International Business Leaders Forum
Westminster City Council
Richmond Council
Rotterdam Healthy City Programme
Tribal
COI
Article 13
Mytime
__________________________________________________________________

Professional membership and contributions:

• Chair of the National Society of Health Education and Promotion Officers,
1987 - 1990. Chair of the ethics committee from 1990 – 1994.

• Organised six UK Health Promotion Conference, 1990 – 1999.

• Chair and member of several national committees including , Chair of the

Society of Health Promotion and Health Education Officers, Chair of the
National Occupational Standards of Social Marketing Board,.

• I am a member of the World Social Marketing Association steering committee,

• Over 60 articles/chapters/papers published in academic and professional

publications. Papers span: public health, community development,
management, communications and research and development issues.

• During 2001/2 I worked with the World Bank in helping the Albanian
Government and the Institute of Public Health develop and write the Albanian
National Public Health Strategy. In 2003 the strategy was approved by the
Albanian Parliament.

• Chair of the MSSSB National Occupational Standards for Social Marketing

group.

• In 2008 acted as advisor to World Bank on the using social marketing to

develop the uptake of financial services in the developing world.

• I am the principal technical advisor to NSMC England on social marketing

and behaviour change.

• I am a member of the editorial Board of the Social Marketing Journal.

• I act as an advisor to the Department of Health in England on social

marketing and behaviourchange.

6
Previous positions
• Teacher, Redbridge Education Authority - September 1977 - April 1979.
• Health Education Officer, Barking, Havering & Brentwood Health Authority, April
1979 - October 1983.
• District Health Education Officer, Mid-Downs Health Authority - October 1983 -
December 1985.
• District Health Education Officer and Director of Communication, East Cumbria
Health Authority. January .1986 - November. 1991.
• Direct of Health Development and Communication North Lakeland NHS Health
Care Trust December 1991 – November 1996
• Director of Health Development and Communication, North Cumbria PCT
December 1996 – May 2000.
• Director of Planning, Communication and Regions HDA June 2000 – April 2004
• Acting Chief Executive HDA October 2002 – November 2003
• Director of Marketing and Communication HDA May 2004 – March 2005
• Director of the National Social Marketing Centre April 2005 – Sep 2009
• CEO Strategic Social Marketing Ltd Sep 2009 -

Publications
1. French J. The ‘ME’ health education project for 6- 8 year olds. Report of development and pilot. The Guild
of Health Education Officers News. Autumn. 1979.
2. French J A universal definition of health promotion. Times Health Supplement. 26th August 1983.
3. French J Academic and practitioner understanding of health promotion M.Sc. Dissertation Kings College
University of London. 1984
4. French J To educate or promote health? That is the question. Health Education Journal. Vol 44, No 3.
1985.
5. French J The first Code of Conduct for Health Education Officers. Society of Health Education and
Promotion Officers, Glasgow. 1985
6. French J A ‘Welsh tragedy. Radical health promotion Winter 86. No 3. 1986.
7. French J Health Education - don’t make me laugh. Journal of the Institute of Health Education. Vol 24.
No2. 1986.
8. French J The education and training of health education officers. A proposal for a national training scheme.
UK Society of Health Education and Promotion Officers. Bury. Nov ember 1986.
9. French J The metamorphosis of a health education officer. Radical Health Promotion Journal. July 1986.
10. French J The role of NHS staff in health education in schools. Health at School Journal. June 1987.
11. French J Health Education in West Sussex Schools. Education and Health Journal. September 1988.
12. French J The East Cumbria community development and health project. International Community
Development Journal. Vol 6. May 1988.
13. French J Muddled Modelling, Monitor, No.76 Spring 1988
14. French J The role of Health Education / Promotion Units. Health Education Authority and UK Society of
Health Education and Promotion Officers. HEA, London. 1988.
15. French J The systematic planning of community development interventions. UK Society of Health
Education and Promotion Officers national Seminar Report. Belfast 1989.
16. French J A proposal for a registration scheme of health education and health promotion specialists.
December 1989
17. French J Boundaries and horizons, the role of health education within health promotion. Health Education
Journal. Vol. 49 No. 1. 7 – 10. 1990.

7
18. French J Health Promotion in the 90s. Organisational options for health promotion services. The Society of
Health Education and Health Promotion Officers. Sponsored by the King’s Fund. June 1990.
19. French J The Penrith Project, a new system for GP reimbursement for health promotion activity. Good
Practice Journal. Nov. 1992
20. French J Milner S. Should we accept the status quo? Health Education Journal Vol 52/2 98 – 101.
Summer 1993.
21. French J More effective purchasing, listening to local peoples views and values. Forum. R&D Journal for
the Northern Regional Health Authority. Newcastle. Autumn 1993.
22. French J Health Promotion Funding in the UK. Health Education Authority. London.1994

23. French J. Is knowledge power . MBA dissertation University of Durham. 1994.

24. French J It’s Time To Stop Playing The Game, SHEPS Debate Vol 1, No.1 February 1995

25. French J, Adams L. From analysis to synthesis. : models of health education. Health Education Journal.
45, (2) 71-74. 1996.

26. French J A survey of health promotion services in relation to purchasing and providing arrangements in
England, Scotland and Northern Ireland. Carlisle. North Cumbria Health Development Unit. Feb. 1997.

27. French J Consumerism in the NHS, Society of Health Education and Promotion Officers. Glasgow.1997.
28. French JT he Promotion of health in the UK Society of Health Education and
Promotion Officers. Glasgow.1997.
29. French J The New Principles of Practice and Code of Conduct, SHEPS Debate, Winter 1997.
30. French J. Learmonth A. Health Improvement Programmes, the role of the health promotion service and the
application of a social model of health to guide the process, Society of Health Education and Promotion
Officers. Glasgow. 1998.
31. French J Fair shares for all, Health Service Journal, May 1998.
32. French J The role of Health Promotion Services and the application of a social model of health to guide the
process, a discussion paper. SHEPS, November 1998.
33. French J. A quality framework for health promotion, Society of Health Education and Promotion Officers,
Glasgow. 1999.
34. French J. Public Health? Health Promotion? Health Development! .Public Health Forum, 3(3) 718.
September 1999.
35. French, J. Understanding Health Promotion through its fault lines. PhD
Thesis, Leeds Metropolitan University, Leeds. 2000
36. French J. The NHS contribution to Health Development. National Institute for Clinical Excellence 2001.
Selected Conference abstracts. NICE. 2002
37. French J. Behavioural contributions to the promotion of Health. Chapter in. The Oxford Textbook of Public
Health. Oxford Press. Oxford. 2002.
38. French J. Critical review of the History of Public Health in the UK. In Promoting Health. Sage Publications.
2002.
39. French J. Albanian National Public Health Strategy. Co Author. World Bank HEA. 2002
40. French J. The NHS contribution to health improvement, Report of the 2001 NICE conference proceedings.
September 2002.
41. French J. History of Public Health in the UK. Opening Chapter in Radical Public Health. SAGE publishing
2002.
42. French J .Nine steps to effective Health Development Practice. CPHVA Journal Spring 2004.
43. French J . Behavioural Change approaches to Health Improvement. Oxford Hand Book of Public Health.
Oxford University Press. 2004.
44. French J. The Learning from Effective Practice Standard System (LEPSS) HDA 2004
45. French, J. and Blair-Stevens, C. Social Marketing Pocket Guide, National Consumer Council, London.2005
46. J. French. Targets standards and indicators. In Health promotion theory. Eds Davies M, Macdondald W.
Open University Press. 2006
47. French J and Mayo E. It’s Our Health! A review of social marketing for HM Government. National
Consumer Council. London. 2006

48. French J. The market dominated future of public health. In A reader in

promoting public health. Eds Douglas J. Earl S, Handsley S, Lloyd, Spurr S. Open University and Sage. OU
course K311 reader. London. 2007. OU 2006.

49. French J.Truss A . Marketing Health National Health Executives newsletter London. Sep 2007
50. French J. Tapp A. Geared for Action. Report and recommendations for HM Treasury in support of the
Thorensen Review. NSMC. 2007.
51. French, J, Blair-Stevens C. Social Marketing Pocket Guide NSMC. Edition 2. National Consumer Council,
London. 2007
52. French J. Truss A . Introduction to social Marketing in England .Social Marketing Quarterly. Spring Edition.
Vol XIV. No 1 2008. Washington.
53. French J. Truss A . Can social marketing help dieticians deliver healthy food messages? Network
Health. Dietician Magazine Nov 2008.

8
 54. French J. Effectively engaging people Views form the world social marketing conference 2008. NSMC.
2008

55. J. French. Business success and employee wellbeing. The case for a new cross government approach.
NSMC . London. 2008.

56. French J. Time to reassert public health’s core brand values and in so ding help to change the public
sector business model. Journal of the Royals Society for the Promotion of Health. Autumn 2009.
57. J. French. Procurement guidance on social marketing for the NHS. A guide to the effective procurement of
social marketing services. NSCM. 2009.
58. Reynolds L . French J . ShowCase Social Marketing: Building a World Class Evidence Base Cases in
public health communication and marketing. Vol thee,. George Washington University. Summer 2009
59. French J. The ‘Value to citizen’s model’ and why social marketing can help deliver it SOLACE Foundation
Imprint on Challenging Behaviour. SOLACE Annual Conference. London 2009.
60. French J. Health Director. May. p 40 -41 Vol, 6 Issue 3. GovNet. Marketing Change. Manchester. 2009

61. French J. Social Marketing putting the public not professionals at the heart of public health. Don’t rain on
my parade!. In The Future of Public Health. Eds Dawson S Slott Morris Z. Palgrave Macmillan. 2009.
62. French J. Et al Social Marketing and public health , theory and practice. Oxford . University Press. 2010.
63. The nature development and contribution of social marketing to public health practice in England since
2004. Journal of the Royal Society of Health, November. Vol 129 No 6. 2009
64. Social Marketing what it is and how it can help local government . SOLACE imprint for the National
SOLACE conference 2009.
65. French J Blair-Stevens C. Improving lives together. Westminster City Council London. 2010.
66. Seymour J ,Richardson E , French J. Dying matters: let’s talk about it ‘Spotlight’ British Medical Journal.
17. 646 . 648. September 2010.

Current and Recent Clients:

International Business Leaders Forum

McCann Healthcare World Wide
ICE Creative
The Campaign Company
The London Sustainability Exchange
The Conference People
Article 13
IQ Medical
Drinkaware UK
Resonant Media
Department of Health UK
National Cancer Action Team UK
Forestry Commission
National Council for Palliative Care
Forestry Commission.
National Social Marketing Centre England
Central Office for Information England
Afiya Trust
Sheffield City Council
Westminster City Council
Richmond Council
Rotterdam City Council
SABIC Saudi Arabia
WHO European Region
Belfast Healthy City Programme Northern Ireland
European Centre for Disease Control.
Jogg Netherlands
Tribal Consulting
BACR Cardiac Rehabilitation UK
My Time UK

9
10