B2B Faculty Industry Leaders

Applied B2B Marketing Assessor

Craig Duxbury

Founder & CEO B2B Faculty A global B2B marketing executive with three decades of agency leadership, delivering proven commercial results across diverse industries by connecting business, brand, creative and go-to-market strategies. Founded B2B Faculty to advance B2B marketing as a profession and develop future generations of B2B marketing leaders.

Capability Leader: Buyer Group Engagement

Emily Hean

Senior Strategy Director Pretzl Emily helps marketers turn customer-journey insight into better experiences and measurable growth. With over 15 years of experience across digital ecosystems, CRM, and B2B buying groups, she now advances disciplined journey orchestration at Pretzl, connecting strategy, teams, and everyday practices.

Capability Leader: Strategy

Matt Hicks

Strategy Director Lesniak Swann Twenty years working with some of the world’s biggest B2B brands including Caterpillar, Total and Rockwool has allowed Matt to build an impressive range of expertise in connecting marketing strategy to wider business objectives. His specialties include communicating effectively in complex markets, global rebrand and repositioning projects, and achieving commercial impact from marketing activity. Educated to Master’s level, Matt has studied at both the University of Nottingham and Harvard Business School.

Capability Leader: Creative Excellence

Reuben Webb

B2B Editor The Drum Reuben Webb is B2B Editor at The Drum. At Stein IAS, he led creative for 25 years, championing a learning culture that earned global Investors in People accreditation and the first Princess Royal Training Award given to a marketing agency.

Capability Leader: Effectiveness

Cos Mingides

Co-Founder & Head of Effectiveness TRUE Cos Mingides is Co-Founder and Head of Effectiveness at True, the only B2B agency to hold IPA Effectiveness Accreditation. A leading voice in B2B effectiveness, he works to advance how the industry thinks about creative effectiveness, measurement and marketing’s contribution to growth. He authored the first B2B agency paper to win an IPA Effectiveness Award, and his work has earned 120+ international awards, including a WARC Award for Global Effectiveness and multiple Grand Prix.

Capability Leader: Stakeholder Management

Achelle Hill

Global Marketing & Communications Director Lincoln International Achelle Hill is Global Marketing & Communications Director at Lincoln International, a global investment bank with 30+ offices in 14 countries. A specialist in stakeholder management, she aligns executives, teams and partners across complex organizations, leading transformation and executing global strategy locally. Within a year of joining, she helped take Lincoln public on the NYSE, pricing at the top of its range in a highly volatile market. Previously at Lendlease, she led marketing for major integrated developments including Barangaroo and One Sydney Harbour, which delivered more than A$3bn in sales.

Wendy Walker

CMO Global Dairy Trade Wendy Walker brings more than 25 years of global, interdisciplinary marketing experience. She is CMO at Global Dairy Trade, Founder and President of the International Advertising Association Singapore, an IAA Global Board member, and a Fellow of The Marketing Society and The Marketing Academy. A leading voice in B2B marketing, Wendy was Global Jury President for Creative B2B at Cannes Lions 2025 and Jury President at Spikes Asia 2026. She is also the award-winning author of Between Flights and The B2B Reset: Building Brands That Get Bought.

Alex Swann

Founder Lesniak Swann Alex Swann is Co-Founder of Lesniak Swann, a pure-play industrial B2B marketing agency he co-founded in 2002. He is responsible for the strategic direction of the business and its clients, and has grown the agency into a Certified B Corporation and a Campaign Best Places to Work, with specialist Creative, PR and Content divisions. Alex has joined B2B Faculty to help raise the standard of B2B marketing by passing on three decades of agency experience to the next generation of practitioners.

Jon Miller

Founder & CEO Phave Jon Miller is the founder and CEO of Phave, an AI-native marketing automation platform. He co-founded Marketo, where as CMO he helped take the company to an IPO and category leadership, and founded Engagio, which merged with Demandbase where he served as CMO. He is the author of the Definitive Guide to Marketing Automation and the Definitive Guide to ABM, and speaks regularly on the future of B2B marketing.

IPA CPD

IPA CPD hours eligible

The B2B Faculty training is IPA CPD hours eligible. If you are working in an IPA member agency, this contributes towards your required 24 hours of CPD.