I joined as Northumbria University at the beginning of January 2024 as Professor of Marketing and Deputy Head of the Department of Marketing, Operations & Systems at Newcastle Business School. I was previously Associate Dean (Research) at Huddersfield Business School and have held senior positions at Bradford University and Manchester Business School, University of Manchester. I have nearly 30 years’ experience in Business Schools, have worked in industry as a Marketing Manager and undertaken training and consultancy work with a large number of UK and international businesses.  

I attained my PhD from Manchester University. My research interests are in the area of branding and brand management and my research looks at the meanings behind brands and how consumers interact with them. As well as considering the strategic importance of brands my research also looks at the problems caused to society by brands, including brands as litter and the impact brands have upon adolescent self-esteem. My work has been published in Social and Cultural Geography, Journal of Business Research, Psychology and Marketing, California Management Review, European Management Review, International Journal of Electronic Commerce, Journal of Environmental Psychology, European Journal of Marketing, Journal of Marketing Management, Qualitative Marketing Research, British Education Research Journal amongst others. I have co-authored two books on Corporate Reputation and am a leading figure in the scientific committee of the Global Brand Conference.