Brian Cugelman, PhD
169 St. George Street, Unit 807, Toronto, Ontario, M5R 2M4, Canada. Phone: +1 (416) 921-2055
Email: brian@alterspark.com, Consulting: www.alterspark.com, Blog: www.cugelman.com
Education
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PhD in Online Social Marketing. University of Wolverhampton. UK. 2006-2010
Postgraduate Certificate in Social Sciences Research Methods. Open University. UK. 2005-2006
MA in Business and Computer Studies. University of Portsmouth. UK. 2004-2006
Natural Resources Engineering Technician Diploma. Seneca College. Canada. 1995-1997
BA in Philosophy. York University. Canada. 1990-1993
Training
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Intermediate and advanced meta-analysis. University of Oxford. UK. 4-6 July 2008, 7 Nov 2008
Social Network Analysis. University of Essex and Analytic Technologies. UK. 9-20 July 2007
Numerous research methods and statistics courses. ESRC. UK. 2007-2008
PRINCE2 Practitioner Certification. Association for Project Management. UK. Oct 2005
Supervisory Skills: Foundations for Excellence. United Nations. Germany. 11-15 Feb 2002
Career History
Consulting with AlterSpark and other firms, 2006-Present
 Lead researcher for the evaluation of Oxfam GB's Global Climate Change Campaign
 Methodology and communication lead for the United Nations Millennium Campaign evaluation
 Expert witness and evaluator in a legal case on intellectual property theft
 Numerous contracts: online research, evaluations, reports, and web projects
United Nations Framework Convention on Climate Change, Aug 2004 - Aug 2006
 Webmaster: Within the communications unit, managed the website (www.unfccc.int) and content
management system; oversaw online publishing while ensuring editorial and design standards;
decentralized web publishing across the institution as part of a change management project;
supervised website staff and consultants while coordinating across departments; conducted
stakeholder research studies then developed engagement strategies and outreach tools; gave
various presentations; planned and implemented enhancements while providing support.
United Nations Volunteers/UNDP, Feb 1999 - Aug 2004
 Campaigner and Webmaster: From 2003-2004, as part of the communications department,
implemented and managed a UN General Assembly endorsed web portal; coordinated International
Volunteer Day campaigns and evaluations; helped lead an institution-wide needs assessment on
knowledge management and integrated systems; supervised staff and contractors.
 From 1999-2002, worked for the global campaign team responsible for building-up, coordinating
and reporting outcomes from the UN International Year of Volunteers 2001. Tasks included building
a global network of stakeholders; designing and managing the interactive campaign web portal and
online campaign; planning and implementing numerous engagement campaigns; organizing and
speaking at several events; producing and distributing campaign materials such as strategic plans,
articles, newsletters, posters, flyers, CD ROMs, and a music album; performing media relations,
authoring press materials, and producing a TV commercial aired on international networks such as
CNN; supported and coordinated many research projects while serving as a member of the global
evaluation team; supported the UN General Assembly's outcome report and resolution. In addition, I
authored a concept paper for a Benetton sponsored campaign that helped persuade Benetton to
spent 11 million Euros promoting our organization and campaign.
 In 2001, achieved the top staff rating: “outstanding”, “an example of best practices in his field”.
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University of Toronto, Dec 1998 - Feb 1999
 Network Analyst: Working with Development & University Relations, co-managed a Novell network
with over 200 users; administered the department’s website, email and directory servers; conducted
a Y2K audit; provided technical support; engaged in daily trouble shooting; educated staff about
applications; upgraded and built PC systems; managed network security.
Greenest City, May-Nov 1998
 Event Coordinator: Planned and implemented Canada’s first Walk a Child to School Day, a social
marketing campaign to reduce carbon emissions; obtained participation from over 60 schools;
gained endorsement from Toronto’s Mayor and Canada’s Federal Parliament; coordinated
politicians, guest speakers, organizations, companies and the police; achieved local and national
media coverage; raised funds and in-kind donations; developed information systems; designed local
and national websites and online marketing campaigns; produced posters, flyers and a booklet;
conducted an end of campaign greenhouse gas audit.
Consultant, Jan 1998 - Feb 1999
 Operated Renaissance Consulting, which provided website development, database design, network
services and environmental impact assessments.
 Clients included non-profit environmental organizations and businesses.
Local Enhancement and Appreciation of Forests, June-Dec 1997
 Outreach Coordinator: Developed and implemented a social marketing-based urban forestry
project designed to mitigate climate change; engaged citizens in green behaviours; produced
promotional materials; conducted event coordination and media outreach; delivered and planted
native tree species in Toronto neighbourhoods.
 Technical and analytical tasks included data collection for a University of Toronto urban forestry
project; conducting an audit of the project’s greenhouse gas reductions; maintaining and upgrading
PC systems; training staff to use software applications.
Publications
 Cugelman, B. Thelwall, M. & Dawes, P (2011, forthcoming) Online interventions for social marketing health
behaviour change campaigns: A meta-analysis of psychological architectures and adherence factors. Journal
of Medical Internet Research.
 Cugelman B. and Otero E. (2010) Basic Efficiency Resource: A framework for measuring the relative
performance of multi-unit programs. Leitmtoiv and AlterSpark.
 Cugelman, B. & Otero, E. (2010) Evaluation of Oxfam GB's Climate Change Campaign. Leitmotiv, AlterSpark,
and Oxfam GB.
 Cugelman, B. (2010). Online Social Marketing: Website Factors in Behavioural Change. PhD thesis,
University of Wolverhampton, Wolverhampton.
 Cugelman, B. Thelwall, M. & Dawes, P. (2009) Communication-Based Influence Components Model.
Persuasive 2009. Claremont, ACM.
 Cugelman, B. Thelwall, M. & Dawes, P. (2009) The Dimensions of Web Site Credibility and Their Relation to
Active Trust and Behavioural Impact. Communications of the Association for Information Systems.
 Cugelman, B. & Otero, E. (2009) UN Millennium Campaign: United States Evaluation. United Nations
Millennium Campaign, Leitmotiv and Statistical Cybermetrics Research Group.
 Otero, E. & Cugelman, B. (2009) UN Millennium Campaign: External Evaluation 2009. United Nations
Millennium Campaign, Leitmotiv and Statistical Cybermetrics Research Group.
 Cugelman, B. Thelwall, M. & Dawes, P. (2008) Website Credibility, Active Trust and Behavioural Intent.
Persuasive 2008, LNCS 5033. Berlin, Heidelberg, Springer-Verlag.
 Cugelman, B. (2008) GCAP Websites Report. Johannesburg, South Africa, CIVICUS and Statistical
Cybermetrics Research Group.
 Cugelman, B. Thelwall, M. & Dawes, P. (2007) Can Brotherhood be Sold Like Soap…Online? An Online
Social Marketing and Advocacy Pilot Study Synopsis. Persuasive Technology. Stanford University, Springer.
 Cugelman, B. & Kumar, K. (2006) Global Call to Action against Poverty: Review of Campaign Websites.
Beirut, Lebanon, CIVICUS.
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Cugelman, B. (2004) Your Goals, Global Campaigns and Internet Technology. Journal of Volunteer
Administration, 22.
 Cugelman, B. (2003) Enhanced Digital Network Strengthens Human Networks. UNV News, United Nations
Volunteers programme.
Peer-Reviewed Conference Presentations
 Social Media for Public Relations and Citizen Engagement. Global Citizens Forum. Ontario Council on
International Development. Toronto, Canada. 2010
 Workshop on Internet Research Methods for Impact Evaluations. Optimizing the Practice of Evaluation.
Canadian Evaluation Society Annual Conference. Toronto, Canada. 2010
 Basic Efficiency Resource: A Framework for Measuring the Relative Performance of Multi-Unit Programs.
Optimizing the Practice of Evaluation. Canadian Evaluation Society Annual Conference. Toronto, Canada.
2010
 The Psychology of Mass-Interpersonal Behavioural Change Websites. Medicine 2.0. Toronto, Canada. 2009
 Communication-Based Influence Components Model. Persuasive 09. University of Claremont. USA. 2009
 Selling e-Campaign Behaviours like e-Commerce Products. World Social Marketing Conference. National
Social Marketing Centre. Brighton, UK. 2008
 Website Credibility, Active Trust and Behavioural Intent. Persuasive 08. University of Oulu. Finland. 2008
 A Social Marketing Website You Can Trust. National Social Marketing Conference. National Social Marketing
Centre. Oxford, UK. 2007
 Can Brotherhood be Sold Like Soap…Online? Persuasive 07. Stanford University. USA. 2007
 Online Social Marketing: Investigating Online Interaction and Offline Behavioural Change. Communication
Technologies of Empowerment. University of Leeds. UK, 2007
 The Digital Pulse of an International Anti-Poverty Campaign. Information, Communication & Society 10th
Anniversary International Symposium. York University, UK. 2006
 Methodology and Findings from a Review of Campaign Websites. Quantitative Methods for Internet
Research. University of Wales. Aberystwyth, UK. 2006
For a full list of presentations, visit www.cugelman.com and www.alterspark.com
Multi-Media Products
 Numerous websites and online marketing campaigns for various organizations. 1997-present
 TV commercial featuring UN Secretary General Kofi Annan (Aired on CNN, CNBC, ABC and many other TV
networks). UN Volunteers. Aug 2001
 Music album titled “Songs celebrating volunteerism” (Played on radio stations in over 15 countries). UN
Volunteers. July 2001
 Two CD ROMs for the International Year of Volunteers. UN Volunteers. 2000-2001
Professional Participation
 Academic Advisory Committee for the Persuasive 2011 conference. Ohio, USA. 2010-2011
 Peer review for the Journal of Medical Internet Research. 2009-2010
 Expert Review Committee member for the Heart and Stroke Foundation's online Healthy Weight Action Plan.
Canada. 2010
 Expert advisor on social media guidelines for the World Anti-Doping Agency. EdComs. 2010
 Editorial Board for the Hawaii International Conference on System Sciences. 2010
 Member of the Canadian Evaluation Society. 2010
 Editorial Board at the Persuasive 08 Conference. University of Oulu. Finland. 2008
 National Occupational Standards for Social Marketing. Marketing and Sales Standards Setting Body. UK.
2008
Personal Information
 Nationality: Canadian
 Date of birth: 27 November 1969
 Languages: English and intermediate Spanish
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