Dean Maddocks Named New Smaller Earth CMO

Mike Haycock
14 Nov 2023
5 min
Share this post

Liverpool, U.K. 20/01/23 - Smaller Earth are pleased to announce that Dean Maddocks has accepted the role of Chief Marketing Officer at the business.

With over a decade marketing experience within the global business already, Dean has overseen the development of Smaller Earth’s marketing and technology strategy from inception to now. Having previously held the role of Marketing Director, he has already had a substantial impact on the business and the wider cultural exchange industry in how it approaches marketing summer camp to new audiences.

Iza Gyuricza, the Smaller Earth founder, says:

“We’re delighted that Dean has accepted a new role as Chief Marketing Officer. This more accurately reflects the input Dean has had across the entire Smaller Earth organisation on a daily basis for numerous years, leading the marketing strategy for multiple brands across our 14 country offices. As part of our leadership team, he has helped steer Smaller Earth through the significant challenges posed by Covid and allowed us to be well-positioned to have our best season yet in 2023.”

Dean adds:

“I am thrilled to take on the role of CMO at Smaller Earth Group, a company that I have been proud to be a part of for the last decade. As we move towards the 25th anniversary Smaller Earth, I am looking forward to working closely with Iza and the leadership team to continue to innovate and grow our world-class brands and industry-leading technology.”

In Dean’s new role as CMO, he will be responsible for the strategic marketing growth of Smaller Earth and its brands, as well as continuing to drive the direction of technological innovation within the organisation. This covers our 14+ offices and franchises centred around the vision to be global leaders in life-changing cultural exchange by 2030.

For more information about this topic, please email press enquiries to

About Smaller Earth

Smaller Earth delivers life-changing experiences through summer camp placements.

Established in 1999 in Liverpool, England, Smaller Earth Group is now the leading global provider of cultural exchange programs and technology. It operates six brands across 14 countries with a strong presence in the UK, Europe, North America, South America and Asia Pacific. 

Smaller Earth, Camp Leaders, Camp Canada, Cleversteam, Resort Leaders, and Adventure China have gone on to impact the lives of 100,000s of applicants who have gone on cultural exchange programmes globally, alongside the countless number of communities they’ve positively impacted.

You can find more information on Smaller Earth Group here.

Mike Haycock
Senior Content Marketing Specialist