Maverick Sales Support

Kate Wood

Senior Associate, Head of Marketing & Market Research

Kate Wood joins Maverick with over 20 years in publishing with experience spanning academic, STM and trade as well as business-to-business magazine publishing. She has held a number of senior roles as a Director of Publicity for Robson Books, followed by positions as Group PR Director and Director of Marketing at Chrysalis Books Group. Kate was an Associate Marketing Director in STM at Wiley, where she led global teams and ran high impact campaigns resulting in product launches generating seven figure revenues, top 10 bestselling titles and high double-digit revenue growth for portfolios across digital STM products. While at Wiley, she was awarded the prestigious Pacesetter award for her work on digital product launch. After leaving Wiley, she was a finalist in the LEAP Entrepreneur of the Year award 2017. With nearly 10 years’ experience in trade and over 10 years’ experience in academic publishing, she is a true publishing all-rounder.

Her wide background in publishing began with publishing research reports in the civil service, moving to Chadwyck-Healey where she worked as an editor on some of the first digital products to go to market, this was followed by 2 years in magazine publishing and by 20 years as a publicity and marketing specialist. The skills Kate brings to Maverick range from marketing strategy and market research, competitor analysis and audits to the nuts and bolts of marketing communications such as campaign management and planning, copywriting, digital and social media marketing, content creation, PR and publicity campaigns and modern marketing methods such as email automation and CRM systems. She has considerable expertise in all sides of product marketing for a wide range of content –  books, journals, references and data and workflow tools – and in product launches. At Wiley, she was a marketing specialist in chemistry, molecular life sciences, physical sciences and pharma. Her wide experience of many different parts of the industry allows her to see across discipline and from trade to academic and vice versa.

Kate is a graduate of Trinity College, Dublin and a fully qualified CIM marketer. She speaks four languages at various levels of fluency.

Jeremy Brinton

Senior Associate

Jeremy’s three decades of experience in publishing and book retail is informed by his senior and leadership roles in UK and overseas. Appointed Head of Publisher Relations (PLS) in October 2015, he was principally responsible for managing more than 3,500 publisher relationships across the education, business and public sectors. Jeremy gained an intimate understanding of publishers’ changing business needs to ensure the development of appropriate collective licensing and rights management services for its primary stakeholders.

Following an earlier commissioning career with Informa and Thomas Telford Publishing (ICE Publishing), Jeremy built on his experience as Publishing Manager with premier Middle East trade publisher, Motivate Publishing. In 2007, he took up a new role as CEO of bookseller, Magrudy’s in Dubai. As a co-founder of Emirates Airline Festival of Literature, Jeremy led its operations team from 2009-2011. After four years, Jeremy returned to the UK to provide consultancy services to UK publishers and service providers, a role he reprised after leaving PLS in Spring 2019.

George Farina

Senior Associate (USA)

George Farina has demonstrated his business development and leadership acumen across executive level positions of substantial scope and responsibility both for major global STM publishers as well as distributors. His corporate experience includes senior level sales/marketing and business development positions with iGroup (Asia Pacific) Ltd (marketing and distribution to academic libraries throughout Asia, E-book licensing, US start-up publishing operations and finance support); Joint Commission Resources (healthcare accreditation and patient safety publishing, e-learning and training); Lippincott Williams & Wilkins (clinical medicine/nursing publishing); Thomson International Publishing (university textbooks/professional reference publishing) as well as eight years living in Tokyo and working with Longman/Pearson (ELT publishing).

With a keen understanding of key market and business drivers, George has risen to the level of complete P&L responsibility for business units in excess of $100 million. He is skilled in strategic planning and in developing and executing growth strategies yielding significant increases in revenues and profits.

He has extensive global experience, is well versed in the details of international expansion, distributor networks and global partnering, and is recognized for cost-effective sales expansion into new markets, restructuring and building sales organizations that achieve targets, hands-on development of senior level, high profile customer relationships and excellence in customer service.

Rick Naylor

Senior Associate (US)

Rick brings to Maverick product and brand marketing knowledge and expertise acquired from over two decades of helping companies in several industries achieve ambitious business goals by building successful marketing organizations from the ground up. With a creative flair and passion for innovative initiatives that push the creative envelope, he has held senior-level marketing roles ranging from start-ups to multibillion-dollar entities.

In Academic Publishing, he managed the marketing of hundreds of electronic, reference databases serving libraries, physicians and the legal profession.

In other sectors, his in-depth marketing expertise also includes software, financial technology, consumer apps and digital entertainment.

In the rapidly changing financial technology sector, Rick renamed and re-positioned a digital payments company, establishing them as an industry thought leader and contributing to record growth. And in digital entertainment publishing, he was responsible for managing many well-known global brands with his dynamic, integrated campaigns resulting in some of the highest grossing industry product launches of all time.

Having served on green-light committees for product development, Rick knows that research, testing, and feedback are critical to successful product marketing. His strengths in messaging, publicity, scripting, content, digital, CRM, advertising, social media and other tactics make for consistently robust and cohesive marketing plans and “high-return” campaign execution.

Rachael McDiarmid

Affiliate Senior Associate (ANZ)

Rachael McDiarmid has been in the book industry for over 30 years in a variety of product, sales, marketing and senior management roles. She has spent time on both sides of the fence — working primarily in academic and professional publishing, as well as a long stint in library supply where she managed publisher relations for the print, digital and multimedia supply chain as well as a trade distribution business. Rachael was the face of the James Bennett/Nielsen Bookdata joint venture for many years in the mid-2000s and has worked with Blackwell Book Services and Baker & Taylor/YBP on their retail and digital projects in the ANZ region.

Rachael now provides outsourcing solutions for publishers (predominantly in sales and marketing), as well as consulting services for publishers (including university presses, small presses and multinational organisations), distributors and library vendors locally and internationally. Through her business, she is also the ANZ contact for publishers for ProQuest’s Ebook Central.

Paul Evans

Senior Associate, Business Leadership, Publishing, Sales and Marketing, External Relations

Paul is a 35-year veteran in publishing with nearly 30 of that in academic publishing and B2B technology publishing with multiple product and service types. He has worked for 3 of the top 5 global academic publishers in various roles latterly as Director with Nature Research for China (Springer Nature) and prior to that as Managing Director for SAGE Publications Asia Pacific doubling revenues at both organizations. In quarter of a century with RELX (Elsevier) he has worked in general management, publishing, marketing, IT and external relations including being global director of publishing for engineering and materials science before becoming Senior Vice President in Academic Relations, after setting up Elsevier’s China office for science publishing. He was an open exhibitioner at St Peter’s College, Oxford and gained MA (hons) then BSc (hons), MBA and PhD, the latter three part time while working in publishing.

David Saracco

Affiliate Senior Associate (USA)

David started his career in publishing as the first hire at Harcourt Health Sciences (now Elsevier) to help W.B Saunders, Churchill Livingstone, and Mosby medical publishing imprints to strategize and implement their transformation from a print-centric to an electronically focused publishing group. David worked with editors and authors to conceptualize, design, and implement electronic programs including shepherding them through production. At Elsevier, David built a team of 40 producers, product managers, and technologists who were responsible for the global development of over 500 new electronic publishing products per year across all main segments including medicine, medical research, nursing, and allied health. These products included all types of electronic assessment programs, educational interactive CD/DVD ROM programs, websites, custom portals and platforms, Learning Management Systems courseware, PDA and eBooks, PowerPoint presentations, and a multitude of custom-built programs.

After Elsevier, David switched sides of the table to focus on the vendor side of publishing. David joined a start-up company, Impelsys, which helped publishers outsource their electronic development to a group of engineers, content experts, and production teams based in Bangalore, India. David was responsible for global publishing relationships, strategy, sales, and client services to publishers across the entire publishing industry including STM, Trade, PreK-12, Higher Education, and Reference.

Through the years David has set company and product strategy, helped develop and sell a multitude of electronic platforms including Artificial Intelligence for Publishers, white-labelled, SaaS eBook platforms, Digital Asset Management and Distribution systems and Component Content Management Systems for publishers. David has held senior and vice president positions with such publishing vendor companies as Impelsys, CodeMantra, RSI Publishing Solutions, and Vantage Labs AI. Prior to starting his publishing career, David was co-owner of a successful multimedia start-up called Target Media, Inc. Target Media built electronic profiles of high technology companies such as Oracle, Peoplesoft, SAP, Cognos and more and distributed those creative CD-ROM programs throughout the Big Six consulting firms of Anderson Consulting, PriceWaterhouse, Deloitte Touche, etc.

Henry Pettit

Senior Associate

Henry joins Maverick with 25 years’ worth of experience at management level in business intelligence and news publishing, as well as collective rights management and copyright licensing.

Henry joined NLA media access in 2016 as Head of Sales and Licensing, NLA is a publisher owned rights licensing and publisher services business, representing newspapers and magazines in the UK. Henry project managed the design, price modelling, and launch of a brand-new simplified copyright licence, while also driving the licensing revenues through 4 years of unprecedented growth to £40 million per year. He was also responsible for NLA’s licensing of schools, FE, and HE education sector in the UK, involving sector partnerships with the likes of CLA, and multi-year government contracts. His experience of content licensing, serving publisher bottom lines, as well as content management database solutions, could serve publishers, collective rights owners and media monitoring organisations well.

Prior to that Henry was Managing Director for Russia’s Interfax News Agency in London.  With a successful sales career established, including 4 years running the Hong Kong office, Henry spearheaded the London sales team which was primarily involved with selling subscriptions to business and financial news products to corporate subscribers, in banking, government, and corporate sectors such as oil and gas.  He also pioneered growth in Interfax’s compliance and anti-money laundering due diligence database service.

Henry brings to a Maverick a wealth of experience in B2B publishing strategy development, operational management and business transformation.  This also includes extensive outsourcing sales projects, which he can also offer to Maverick’s clients.

John Lavender

Senior Affiliate Associate (USA)

John has over 40 years’ experience in STM publishing, mainly at senior executive level. He lives in the USA having moved from the UK in 2001. His experience of working in both major English language publishing markets and his career covering almost all the major roles in publishing gives him an unrivalled view of the industry.

His corporate experience includes senior vice president of publishing (books and journals), online development, marketing, web development and international sales with Taylor & Francis and director of marketing, international sales and business development and electronic publishing with the Thomson Corporation. John was an early adopter of electronic publishing, creating the first journal to use PDFs to distribute content in 1997 and the first virtual e-book library in 1999.

John specializes in marketing strategy and internet marketing; market research and creating advisory panels; publishing strategy for books and journals; list development; online platforms and packaging of content online; selling online products; and international sales expansion. He has a keen understanding of the financial needs of a business and how to ensure that financial goals are met. He has also had wide experience in the acquisition of both publishing companies and lists, having handled over 20 successful acquisitions during his career. He can assist with any size of acquisition at any or all stages: from planning and developing an acquisition proposal, negotiating the acquisition and valuation, through to integration once acquired.

Lisa Cuevas Shaw

Senior Affiliate Partner

Lisa Cuevas Shaw is a senior executive, consultant, and educator with more than 20 years of progressive leadership, strategy and business development, and operations experience across academic, educational, and professional publishing, digital products, and educational and professional programs and services. Specifically, she worked with SAGE Publishing for the majority of her career in senior leadership roles across SAGE’s academic Journals Division; Research Methods and Evaluation books program; College Division; and most recently, its Professional arm, Corwin Press. Across the varied roles she has held, she has been a transformative leader with a proven record of creating sustained value for mission-driven partners and organizations, where vision, strategy, and execution accelerate performance and social impact.

In her most recent role as Senior Vice President and Managing Director for SAGE and Corwin, Lisa was responsible for planning, executing, and reporting on the strategic vision and mission, operations, and financial results for numerous new publishing, digital, and service initiatives. During her tenure, she led Corwin’s transformation from a print publisher to a mission-driven, full-service professional learning organization, partnering with education leaders globally to develop, enable, and scale sustained system change. The organization tripled global revenues while increasing profitability; more importantly, the organization’s focus shifted from transactional relationships to transformational partnerships.

Lisa’s areas of specialization include organizational leadership, entrepreneurial and start-up leadership, change management, strategic planning and communications, partnership development, financial planning and management, research and development, digital strategy, mergers and acquisitions, program management, go-to-market product planning and launches, content acquisitions and development, RFP and grant development, public communications, and qualitative research.

Professionally and academically, Lisa is passionate about individual, team, and organizational leadership development, management excellence, and learning. Lisa teaches courses in organizational behavior and international management. Her current academic research applies systems theory, complexity theory, and sensemaking to the open science movement, exploring new connections across the literature that offer retrospective and future-oriented insights for leaders in this and related innovation spaces.

Rebecca Erskine

Associate

Rebecca has over 20 years of experience in the digital funding world, having started her career at Grantfinder Ltd and further developing her career at global software and publishing group Idox Software Ltd. Her final role at Idox was as Director of the Grants business unit where she led a team of 40 people in the UK and mainland Europe to develop and deliver highly profitable grants & policy products and services. This included leading new research funding product RESEARCHconnect through inception to delivery and international growth.

Rebecca is well versed in orchestrating activity across multiple business functions including Commercial, Content, Product Development and Marketing. Her expertise spans a number of key areas including go-to-market strategies for the academic sector in mainland Europe and beyond, strategic planning, delivery of focus groups, end-to-end marketing campaigns, content writing, client workshop delivery, development of bid writing courses and sales recruitment.

In her spare time she writes for a regional lifestyle magazine on topics ranging from industrial heritage to restaurant reviews.

Simon Bewick

Senior Affiliate Associate

Simon Bewick has over 25 years’ experience in the educational publishing sector. While working at Oxford University Press, Simon held a range of Sales and Marketing roles including ten years as Direct Marketing Manager and another ten as Global Head of Digital Marketing.

Over his career Simon has developed extensive knowledge of Strategic Planning and Analysis and has global experience of delivering fully integrated campaigns utilising Digital and Direct Marketing methodologies.

A highly experienced people and project manager, Simon has led high profile projects including large-scale CRM Strategic Development and Implementations, Web Vision creation and delivery, and over a hundred  global projects in a wide range of sales and marketing specialisms including Brand Management, Thought Leadership, People Management and Development, Customer Acquisition and Retention. He is a highly experienced presenter, public speaker and facilitator having given lectures, workshops and seminars on a wide range Sales, Direct and Digital Marketing topics in more than 30 countries.

Away from OUP Simon has provided consulting services for a wide range of companies inside and outside of the publishing industry including Educational Service providers, Tech companies, Thought Leadership teams, Entertainment and Music companies, various start-ups and media companies. Simon is an alumni of Reading University and Oxford University where he graduated in Strategy and Innovation from the world-renowned Said Business School, as well as qualifications from the Institute of Direct Marketing and CiM, and is Vice Chair on the Trustees Board of the SMART Multi Academy Trust in Newcastle-upon-Tyne.

Janice Kuta

Affiliate Associate (USA)
Janice is a highly respected STM and scholarly publishing industry executive with over 25 years experience. She has worked for both global commercial and not- profit organizations, with a proven a track record for generating profits & surplus, successful in sales, marketing, strategic planning, change management and new business development.

She has a proven ability in developing business partnerships, strategic alliances and branding initiatives, with broad experience in online, digital, web-based products and services. Janice brings a high energy, hands-on approach with excellent cross-cultural communication, team-building and problem-solving skills.

Acting as consultant, Janice was Director of Membership for the International Association of STM Publishers and Marketing & Event Director of Books for Development.  She has held Executive and Senior Vice President positions at Classical International, Macmillan Online Publishing, Palgrave Macmillan, AIP Press and Blackwell Publishers. Janice also served as Chair of AAP/PSP’s Executive Committee and has participated as speaker and moderator at many industry events.

Jemma Macfadyen

Senior Affiliate Associate

Jemma has 22 years’ business management and product development experience in the B2B online information industry through senior management roles at Thomson Reuters, Gartner and LexisNexis UK and more recently, through strategic and consulting engagements for large online information and software vendors.  Jemma founded Spinnaker Consulting in 2008, a small, successful and well-networked consultancy.

At Thomson Reuters, Jemma was responsible for a range of online, software and advisory services including Consult GEE, online information subscription services for the UK regulatory market.  Jemma delivered a completed online product overhaul including usability testing, detailed market research and an accessibility audit. Previous to Thomson Reuters Jemma was at LexisNexis, managing and delivering a range of editorial projects then later heading up the development of online products and services. In addition, Jemma has experience of successfully setting up and delivering strategic partnerships and revenue generating initiatives.

Jemma specialises at the customer and markets end of qualitative research, delivering insight for market planning, segmentation, growth strategies, go-to-market tactics, new online product development and competitive intelligence. She  excels at getting to grips with projects and markets quickly and in not just delivering PowerPoint but real, executable outcomes that drive commercial results for clients. Jemma has a first class degree and a scholarship from the University of Manchester.

Suzanne Kavanagh

Affiliate Associate

Suzanne is an IDM-qualified marketing professional with senior, strategic management and leadership experience across all areas of communications and team development. With over 24 years in the industry and a track record in creating marketing, brand and product strategies, she has also worked in different sized companies across publishing on a wide range of content marketing, stakeholder relations and community development engagements.

Via an early career in specialist bookselling and trade publishing, Suzanne cut teeth in database management, targeted mail order sales and customer service. Then at Routledge she led the humanities marketing team where (with a £400k budget), they drove sales in excess of £11 million, delivering 9% year on year growth for the division. Moving to Continuum to lead their academic sales and marketing team, she again achieved year on year double-digit growth, with an increased profile in store and online. She managed the UK sales force, liaised with the distribution centre and developed effective relationships with buyers. The marketing team was expanded and reorganised to respond to channel requirements while streamlining processes.

Consultancy projects have included a new website, online content development, rights catalogue and market analysis for clients including Macmillan Science, Nelson Croom and Verso. While at Creative Skillset she conducted cross-sector research to update the National Occupational Standards for Publishing. At ALPSP, Suzanne implemented the member feedback programme and used insights to improve services. She launched a new website and CMS, redeveloped the brand, improved communications and raised their profile. Suzanne is a well-networked professional who can draw on her experience and enthusiasm to help analyse your business, devise new strategies, and think creatively about your brand and marketing.

Michael Ross

Senior Affiliate Partner
Michael Ross is the President/Founder of Ross & Associates LLC, an educational publishing and technology consultancy. R&A’s clients are based in the U.S., U.K., the Middle East, and Asia, and comprise nonprofits, private equity firms, publishers, content developers, universities, marketers, and corporations.

Before establishing Ross & Associates in 2017, Michael was the SVP and Education GM at Encyclopedia Britannica, Inc., where he led the sales and marketing activities in North America and EMEA and ran the product development and technology teams. He led the expansion of the company’s institutional products and databases in the K-12 and higher education channels. Prior to joining Britannica in 2002, he was the EVP and Publisher of World Book, Inc. and previously held executive positions at other global publishing companies. He began his career as an editor for Time-Life Books, including three years in Tokyo.

Michael’s products and publications have had worldwide circulation, have generated substantial revenue over decades, and have won the highest industry awards, including: The Distinguished Achievement and the Golden Lamp Awards from the Association of Educational Publishers (AEP/AAP), and the Software & Information Industry Association’s (SIIA) prestigious Codie Award.

Michael has written and spoken extensively on digital publishing and educational technology. In addition to articles in textbooks, journals, and blog posts, he has authored three books, most recently Dealing with Disruption: Lessons from the Publishing Industry (2016, Routledge). He has been a keynote speaker at global conferences such as: The Licensing Executive Society; the Hammond Organization; Book Expo America; BookTech; The London Book Fair; SIIA; the Shanghai Book Fair; and the Frankfurt Book Fair.

Michael was inducted into the PrintMedia Production Executives’ Hall of Fame in 2002 and the Association of Educational Publishers’ Hall of Fame in 2009. He has served on several boards, including the Board of Directors of the Association of Educational Publishers, and one year as president.

Michael holds a B.A., summa cum laude, from the University of Minnesota; an M.A. from Brandeis University; and a certificate from Stanford University’s Advanced Management College.

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