Marketing Best Practices: Tips and Tricks to Drive Engagement, Track Metrics, and Support Revenue and Mission Building
Wednesday, October 29, 2025
11 a.m. ET – 12 p.m. ET
This webinar was recorded and can be viewed in the SSP OnDemand Video Content library. To purchase, either log in or create an account, then register at the appropriate rate. Learn more about what’s available in the OnDemand Library.
Marketing in scholarly publishing is changing faster than ever, with new platforms, technologies, algorithms, and expectations. Staying ahead has never been more challenging—or more critical. Join us for a practical discussion that aims to provide attendees with actionable insights and tools to thrive.
In this session, our expert panel will share real case studies and proven strategies that are driving results across the scholarly community. Highlights include:
- Metrics that matter most to measure success
- Strategies to achieve big results on small budgets
- Personalized and interactive content to engage your audiences
- AI use cases
- Emerging platforms and formats to expand your reach
- Knowing when to persist and when to pivot
- And more!
Whether you’re a solo-marketer for a small society publisher or a member of a large corporate team, this session will provide ideas you can implement right away to start working smarter, not harder. Register today!
Moderator:
Rebecca Michaels-Walker, Content Marketing Specialist, Canadian Science Publishing, Canada
Speakers:
Kristina Henrikson, Director of Marketing & Communications at Canadian Science Publishing, Canada
Kristina Henrikson is the Director of Marketing and Communications at Canadian Science Publishing (CSP), a not-for-profit publisher of 23 scientific journals. She leads CSP’s corporate and journal brand strategies to advance the visibility and impact of both the published research and the organization. Kristina has built her career in marketing across a range of roles. Her 13 years at CSP have given her a strong foundation in scholarly publishing, building on earlier experience at the National Research Council and in digital marketing agencies. Her work focuses on connecting scientific communities with high-quality publishing opportunities while strengthening CSP’s reputation in the global research landscape. She is an active member of the Society for Scholarly Publishing, serving on both the Marketing Committee and the Diversity, Equity, Inclusion, and Accessibility Committee.
Kathleen Mulcahy, Senior Marketing Manager, Scientific Publications, American Society for Microbiology (ASM)
Kathleen leads strategic initiatives that drive brand growth, author engagement and field marketing for ASM's growing Journals and ASM Press publishing portfolios. Previously, Kathleen led a marketing team at Wiley within their Journals and Society Services divisions. In her years of experience in scholarly publishing, she has focused on building data-driven digital marketing strategies that drive scalable growth across disciplines and publishing portfolios.
Sena Evren, Senior Marketing Manager, Springer Nature
Sena Evren is a Senior Marketing Manager at Springer Nature, responsible for developing and managing marketing programmes for society journals and partners. She previously worked in the journals department at Springer Nature as a Publisher, and now brings that deep understanding of journal publishing into her marketing work, helping to better meet the needs of journals and research communities. Sena is an active member of the Society for Scholarly Publishing, serving on the Training Committee.
Webinar Registration Pricing:
SSP Member Registration - $55
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Partnering Members receive an additional 25% off
Non-member Registration - $80
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Low/Middle Income Country Non-Member Registration (as classified by World Bank) - $15
Residents of countries classified as low, lower middle, or upper middle on the World Bank List of Economies quality for a discounted registration rate. Select the Main Registration type and the discount is applied to registrations for attendees residing in any country that is not classified “high income.” Discounts cannot be combined with organization group discounts.
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