Riad is a Senior Lecturer in Marketing and Head of the PhD Programme at Newcastle Business School. He has extensive academic and industry experience and has taught in Australia, Bangladesh, Russia, the Netherlands, and the UK. Riad is a Board Member of the Northern Advanced Research Training Initiative, a Fellow of the Higher Education Academy, and a Fellow of the EuroMed Academy of Business. He has published twenty-nine books, including two core textbooks: Marketing Management: Past, Present and Future and Sustainable Marketing: Strategic Marketing for People, Planet and Profit. He previously led the Business with Marketing programme and currently leads the Strategic Marketing, Sustainable Marketing, and Marketing Management for Competitive Advantage modules on the MSc Marketing and Business programmes.

Riad’s research examines the causes and consequences of stakeholder relationships and interactions, which he conceptualised as the Stakeholder Causal Scope analysis. This approach enables stakeholders to anticipate value and informs the development of strategic frameworks for mutually beneficial value co-creation. His work addresses environmental, societal, and managerial challenges, particularly in Sustainable Marketing and Social Business/Entrepreneurship, Digital Business and Marketing, International Business and Marketing, Strategic Management and Marketing, and Pedagogical Management. He maintains a strong publication record, with articles published and under review in CABS 3* (and above) journals. Riad has delivered keynote speeches at international academic forums, including at the Sapienza University of Rome. He is an Associate Editor of the Journal of Social Entrepreneurship (CABS 2*), Co-Editor of the Palgrave Studies in Cross-Disciplinary Business Research (Scopus-indexed), and has served as a guest editor for CABS 4* and CABS 3* journals. He has led tracks at international conferences and chaired the 17th NARTI Annual Conference at Northumbria. According to Google Scholar citation metrics, his research is ranked 4th in Social Business research and 7th in Sustainable Marketing.

Riad has received several awards, including the High Engagement in Departmental Life Award (2025) and the Most Innovative Idea Award (2021) at the Research Away Day. He was nominated for the Student-Led Teaching Award (2024) and the Northumbria Shine Award (2023). He was the author of the most cited paper (2021–2024) in the Journal of International Management. Riad achieved second place in the Cambridge–Kent–Czinkota Competition for Excellence in International Business Research (2019) and was inducted into the Kent Business School Honours Board. He has received the Emerald Literati Award for Outstanding Paper in 2021 and 2019, the Emerald Literati Award for Outstanding Reviewer in 2018, and the EuroMed Research Award in 2014.