Dr Helen O'Sullivan
- u_hosullivan at bournemouth dot ac dot uk
- Principal Academic
Biography
Dr Helen O’Sullivan is a Chartered Marketer and Senior Fellow of The Higher Education Academy. She has worked within Higher Education for the past 20 years.
Over the past ten years, Helen has held Senior Exec Leadership roles such as Head of Education, Deputy Head of Department for the Department of Marketing, Strategy and Innovation and the Department of Sport & Event Management. She has also held Interim positions as the Head of Department for the Departments of People and Organisations, and Marketing, Strategy and Innovation.
Prior to academia, Helen worked in Journalism, Marketing and Events Management roles within Higher Education and Commercial Radio, in the UK and Australia.
Helen is passionate about both Education and Marketing and committed to giving people from all backgrounds the access to education they deserve.
Teaching & Pedagogical Approach:
Dr O’Sullivan’s teaching is closely informed by her research in Marketing and Behavioural Science. She leads and contributes to undergraduate and postgraduate programmes in Marketing, Consumer Behaviour, Branding, and Strategy, ensuring that students are exposed to both the theoretical foundations of the field and its real-world applications...
Her pedagogical approach emphasises active and research-led learning, encouraging students to engage critically with concepts of identity, sustainability, branding, and consumer psychology. By integrating insights from her projects on higher education branding, non-profit marketing, and sustainable consumption, she provides students with opportunities to explore how marketing can address societal challenges as well as business imperatives.
Dr O’Sullivan is committed to equipping students with both analytical and applied skills. She makes use of case-based teaching, live consultancy projects, and cross-cultural perspectives, ensuring that learning is embedded in authentic contexts. Her supervision of MSc and PhD dissertations reflects her passion for developing future scholars and practitioners, particularly in the areas of consumer behaviour, sustainability, and the social value of marketing.
moreResearch
A central theme across Helen’s research is societal influence: how organisations, institutions and other powerful actors construct and communicate identities, values and narratives, and how these are accepted, negotiated or resisted by individuals and communities. Her work is particularly concerned with trust, authenticity, legitimacy, identity and belonging, and with the behavioural consequences that arise when organisational or societal narratives align — or fail to align — with people's lived experiences and values.
Her research has developed across three interconnected areas. The first examines brands and behavioural responses, including brand identity, brand activism, authenticity, loyalty, sustainability and the ways consumers respond to brands engaging with social and political issues. The second explores place, reputation and influence, encompassing place branding, soft power, sportswashing, tourism and the strategic construction of national and institutional reputation. The third focuses on society, belonging and lived experience, exploring how individuals and communities experience inclusion, exclusion, safety, fear and belonging within institutions and places.
Helen's research increasingly applies a behavioural science perspective to questions of social and institutional influence. Rather than considering communication and branding simply as organisational activities, her work examines how people interpret the signals, narratives and environments around them and how these shape attitudes, identities, relationships and behavioural intentions...
Her doctoral research examined the antecedents, nature and consequences of brand success within English post-1992 universities, identifying the importance of organisational values, distinctive culture, inclusivity, nurturing environments and innovation in creating successful institutional brands. This work established an enduring interest in the relationship between institutional identity and individual experience, particularly the role of trust, emotional connection and belonging.
Her subsequent research has extended these ideas into wider societal contexts, including sustainability and green branding, brand activism, higher education and soft power, sport and national reputation, place identity, and perceptions of safety and fear within urban environments. Across these different contexts, a common question remains: who gets to construct meaning, why do people accept or reject those constructions, and what are the consequences for behaviour, belonging and legitimacy?
Methodologically, Helen predominantly adopts qualitative and interpretivist approaches, with a particular interest in understanding lived experience, perceptions and meaning-making. Her research uses interviews, focus groups, visual and place-based elicitation, discourse and narrative approaches, and recursive abstraction to examine complex behavioural and societal phenomena.
Her work reflects a commitment to research that connects behavioural understanding with contemporary organisational and societal challenges.
Research identity
Behavioural Science | Branding | Place & Society
Core research themes
Behavioural responses to brands and institutions: identity, authenticity, trust, values, loyalty and activism.
Place, reputation and societal influence: place branding, soft power, sportswashing, tourism and institutional/national reputation.
Identity, belonging and lived experience: inclusion, exclusion, community, safety, fear and perceptions of place.
Responsible and societal behaviour: sustainability, social value and the responsibilities of organisations and institutions.
At the centre of these research streams is an interest in how brands, places and institutions shape human perceptions and behaviour — and how individuals and communities accept, negotiate and resist those attempts at influence.
moreFavourites
- O’Sullivan, H., Babaee, F., Polkinghorne, M., Chapleo, C., 2026. Brand Activism: Gen Z and Socio-Political Branding. Encyclopedia, 6 (1).
- Ngugi, I., O'Sullivan, H., 2025. Early Adoption of Online and Mobile Banking: An Analysis of Consumer Attitudes. International Journal of Data Science and Advanced Analytics, 7 (1).
- Pérez‐Escolar, M., Morejón‐Llamas, N., Alcaide‐Pulido, P., 2025. Populist Rhetoric and Hate Speech: Analyzing Xenophobic Narratives in Vox’s 2023 Election Campaign. Politics and Governance, 13.
- Alshikhy, T., O’Sullivan, H., Polkinghorne, M., Gennings, E., 2025. The Role and Impact of Sporting Mega-Events in the Context of Soft Power. Encyclopedia, 5 (1).
- Liang, Y., Chen, S., Abeyskera, R., O'Sullivan, H., Bray, J., Keevill-Savage, I., 2024. Examining the adoption of technology-enhanced learning in universities and its effects on student performance, satisfaction, and motivation. Computers and Education Open, 7.
- O'Sullivan, H., Chapleo, C., Cownie, F., 2024. . Location, Vocation, Education: Place Marketing in the context of English ‘new’ universities. Pannon Management Review.
- Alcaide-Pulido, P., O’Sullivan, H., Chapleo, C., 2024. The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students. Journal of Marketing for Higher Education, 34 (1), 283-300.
- O'Sullivan, H., Polkinghorne, M., Taylor, J., 2022. Investigating the Impact of the Covid-19 Pandemic on Undergraduate Business Education: Using Learning Gain as a Measure to Compare Two Cohorts of Marketing Students. Businesses, 2 (2), 214-227.
- O’sullivan, H., Alcaide-Pulido, P., Buhalis, D., 2022. Corporate Reputation.
- O’sullivan, H., Ngugi, I., 2022. Marketing Mix.
- O'Sullivan, H., 2022. Antecedents, nature and consequences of brand success in comparable newer universities. Bournemouth University Business School.
- O'Sullivan, H., Zhu, H., 2020. Shhhh! Chinese students are studying quietly in the UK. Innovations in Education and Teaching International.
- Leijerholt, U., Chapleo, C., O’Sullivan, H., 2019. A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector. Journal of Brand Management, 26 (3), 277-290.
- Chapleo, C., O’Sullivan, H., 2017. Contemporary thought in higher education marketing. Journal of Marketing for Higher Education, 27 (2), 159-161.
- Bolat, E., O’Sullivan, H., 2017. Radicalising the marketing of higher education: learning from student-generated social media data. Journal of Marketing Management, 33 (9-10), 742-763.
- O'Sullivan, H., Chapleo, C., Garcia Garcia, M., 2016. The role of social media in university brand strategy; an exploration. In: Contemporary Thought in HE Marketing. Academy of Marketing 27/04/2016 Bournemouth University.
- O'Sullivan, H., Bolat, E., sreedharan, C., 2016. Listening to students' conversations and stories - how, what and where? In: Contemporary Thought in HE Marketing. The Academy of Marketing. 27/04/2016 Bournemouth Univeristy.
- O'Sullivan, H., Bolat, E., sreedharan, C., 2016. Listening to students' conversations and stories - how, what and where? In: Contemporary Thought in HE Marketing. The Academy of Marketing. 27/04/2016 Bournemouth Univeristy.
- O'Sullivan, H., 2016. What is Brand Success in Post-92 UK HEIs? In: Academy of Marketing Annual Conference 2016 04/07/2016 Newcastle Business School.
- Bolat, E., O'Sullivan, H., Sreedharan, C., 2016. Radicalising the Marketing of Higher Education: Learning from students - generated social media data. In: Academy of Marketing 04/07/2016 Newcastle, UK.
- Bolat, E., O'Sullivan, H., Sreedharan, C., 2016. Listening to students' conversations and stories - how, what and where? In: Contemporary Thought in HE Marketing Colloquium. 27/04/2016 Bournemouth, UK.
- O'Sullivan, H., 2015. The Impact of consumer culture in higher education. In: 2015 Academy of Marketing Conference 07/07/2015 University of Limerick.
- O'Sullivan, H., 2015. Assessing and Understanding the influences on brand effectiveness in different contexts. A study of UK higher education as it moves towards marketisation. In: 2015 Academy of Marketing Conference 06/07/2015 University of Limerick.
- OSullivan, H., 2015. How do we measure successful HEI brands? In: Bournemouth University Research Conference 27/01/2015 Bournemouth University.
- O'Sullivan, H., 2015. Branding success in post-92 HEIs. In: The 7th Annual Postgraduate Conference 20/01/2015 Bournemouth University.
- O'Sullivan, H., 2007. The importance of work-based learning in partnership with the local college. In: Work-Based Learning Conference 21/06/2007 Bournemouth University.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:
Good health and well-being
"Ensure healthy lives and promote well-being for all at all ages"
Quality education
"Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all"
Journal Articles
- O'Sullivan, H., Polkinghorne, M., Gennings, E., Alshikhy, T., 2026. The use of Soft Power Strategies to Enhance Organisational Performance. Eurasian Business and Economics Perspectives, 38.
- O'Sullivan, H., Polkinghorne, M., Chapleo, C., Cownie, F., 2026. Authentically Green: Unlocking Perspectives. Eurasian Business and Economics Perspectives, 38.
- O’Sullivan, H., Babaee, F., Polkinghorne, M., Chapleo, C., 2026. Brand Activism: Gen Z and Socio-Political Branding. Encyclopedia, 6 (1).
- Ngugi, I., O'Sullivan, H., 2025. Early Adoption of Online and Mobile Banking: An Analysis of Consumer Attitudes. International Journal of Data Science and Advanced Analytics, 7 (1).
- Pérez‐Escolar, M., Morejón‐Llamas, N., Alcaide‐Pulido, P., 2025. Populist Rhetoric and Hate Speech: Analyzing Xenophobic Narratives in Vox’s 2023 Election Campaign. Politics and Governance, 13.
- Alshikhy, T., O’Sullivan, H., Polkinghorne, M., Gennings, E., 2025. The Role and Impact of Sporting Mega-Events in the Context of Soft Power. Encyclopedia, 5 (1).
- Liang, Y., Chen, S., Abeyskera, R., O'Sullivan, H., Bray, J., Keevill-Savage, I., 2024. Examining the adoption of technology-enhanced learning in universities and its effects on student performance, satisfaction, and motivation. Computers and Education Open, 7.
- O’Sullivan, H., Polkinghorne, M., O’Sullivan, M., 2024. Understanding Success: An Initial Investigation Considering the Alignment of University Branding with the Expectations of Future Students. Administrative Sciences, 14 (10).
- O’Sullivan, H., Polkinghorne, M., Chapleo, C., Cownie, F., 2024. Contemporary Branding Strategies for Higher Education. Encyclopedia, 4 (3), 1292-1311.
- O'Sullivan, H., Chapleo, C., Cownie, F., 2024. . Location, Vocation, Education: Place Marketing in the context of English ‘new’ universities. Pannon Management Review.
- Alcaide-Pulido, P., O’Sullivan, H., Chapleo, C., 2024. The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students. Journal of Marketing for Higher Education, 34 (1), 283-300.
- O'Sullivan, H., Polkinghorne, M., Taylor, J., 2022. Investigating the Impact of the Covid-19 Pandemic on Undergraduate Business Education: Using Learning Gain as a Measure to Compare Two Cohorts of Marketing Students. Businesses, 2 (2), 214-227.
- O'Sullivan, H., Ngugi, I., 2022. Marketing mix. Encyclopedia of Tourism Management and Marketing.
- Polkinghorne, M., O’Sullivan, H., Taylor, J., Roushan, G., 2021. An innovative framework for higher education to evaluate learning gain: a case study based upon the discipline of marketing. Studies in Higher Education, 46 (9), 1740-1755.
- O'Sullivan, H., Zhu, H., 2020. Shhhh! Chinese students are studying quietly in the UK. Innovations in Education and Teaching International.
- Leijerholt, U., Chapleo, C., O’Sullivan, H., 2019. A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector. Journal of Brand Management, 26 (3), 277-290.
- Chapleo, C., O’Sullivan, H., 2017. Contemporary thought in higher education marketing. Journal of Marketing for Higher Education, 27 (2), 159-161.
- Bolat, E., O’Sullivan, H., 2017. Radicalising the marketing of higher education: learning from student-generated social media data. Journal of Marketing Management, 33 (9-10), 742-763.
Books
- Polkinghorne, M., Bancroft, A., Hull, A., Lummen, A., Fripp, A., Adams, A., Allen, A., Barnes, A., Metzger, A., Carstensen, A., Arbab-Zavar, B., Goldsmith, B., Heffernan, C., Oliveira, J., Dugdale, C., Talbot, C., Martin, C., Casey, C., Chapleo, C., Van Raalte, C., Hunt, D., Rendell, D., Farrell, D., Holley, D., Bickle, E., Chaudhry, E., Anderson, E., Brooks, E., Sweeting, F., Whiting, F., Cownie, F., Knight, F., Roushan, G., Coombes, G., O'Sullivan, H., Ribchester, H., Henderson, H., Lim, H.-J., Darby, I., Chang, J., Zhang, J., Moran, J., Taylor, J., Brennan, K., Parry, K., Roper, L., Oliver, L., Garon, M., Hughes, M., Bobeva, M., Ayer, N., Stewart, N., Bottomley, N., Moore-Oats, O., Harvey, O., Phillips, P., Alexander, P., Shipway, R., Williams, R., Bowra, R., Leung, S.M., Wang, R., Waldron, S., Stride, S., Hillier, S., Robinson, S., Hedger, S., Begum, S., Allen, S., Hall, S., Clarke, S., Andrewes, T., Galling, T., Webb, T., Vu, T., Patel, U., Brosnan, U., Adzhiev, V., Leonard, Z., Darlow, J., 2023. Fusion Learning Conference 2023 - Proceedings. Poole, Dorset, UK, BH12 5BB: Bournemouth University.
- Allen, S., Bickle, E., Bancroft, A., Khattab, A., Quinney, C., Goldsmith, B., Hunt, D., Biggins, D., Holley, D., Andreou, D., Akcay, E., Knight, F., Roushan, G., Singleton, H., O'Sullivan, H., Darby, I., Thurston, J., Moran, J., Whittle, J., Branney, J., Taylor, J., Kooli, K., Musarskaya, M., Mayer, M., Polkinghorne, M., Koohgilani, M., Hughes, M., Klinkner, M., Bowden, M., Moital, L., Mallia, M., Bobeva, M., Phillips, P., Haratian, R., Wang, R., Pyne, S., Baker, T., Webb, T., Patel, U., Rolfe, U., 2022. Fusion Learning Colloquium 2022 - Proceedings. Poole, UK: Bournemouth University.
- O’sullivan, H., Ngugi, I., 2022. Marketing Mix.
- O’sullivan, H., Alcaide-Pulido, P., Buhalis, D., 2022. Corporate Reputation.
- Ngugi, I.K., O'Sullivan, H., Osman, H., 2020. Consumer Behaviour in Food and Healthy Lifestyles A Global Perspective. CABI.
Chapters
- Riches-Suman, K., Graham, A.M., Paluch, K.J., Roushan, G., O'Sullivan, H., Polkinghorne, M., Kumar, V., Kaur, A., Bakar, F., 2026. Supporting doctoral students through completion. In: Polkinghorne, M., Taylor, J., Knight, F., eds. Innovative Approaches to Doctoral Supervision: Selected Case Studies. Cheltenham: Edward Elgar Publishing, 190-213.
- Devis-Rozental, C., O'Sullivan, H., Polkinghorne, M., Rose Clarke, S., 2024. Life Gain: Using a Co-creation Approach to Developing the Socio-emotional Intelligence of a Foundation Year Student Cohort. In: Jamil, M.G., O'Connor, C., Shelton, F., eds. Co-Creation for Academic Enhancement in Higher Education.. Cham: Palgrave Macmillan, 233-249.
- O'Sullivan, H., 2022. Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice. Charity Marketing: Contemporary issues, research and practice.. Routledge.
Conferences
- Chapleo, C., OSullivan, H., Kővári, E., 2025. Does being green matter for university branding; an exploration. In: Academy of Marketing 2025 07/07/2025 Cork.
- O'Sullivan, H., 2025. Green Advantage: Leveraging Sustainability in Higher Education Institution Branding. In: 51st EBES Conference 11/04/2025 Rome.
- Alshikhy, T., O'Sullivan, H., Polkinghorne, M., Gennings, E., 2025. Developing a Framework for Enhancing Organisational Performance through Soft Power Strategies. In: 51st EBES Conference 11/04/2025 Rome.
- O'Sullivan, H., Chapleo, C., Cownie, F., 2023. Antecedents, nature and consequences of brand success in comparable English newer universities. In: 44th Eurasia Business & Economics Society Conference 06/07/2023 Istanbul.
- O'Sullivan, H., Chapleo, C., Cownie, F., 2023. Location, Vocation, Education: Place Marketing in the context of English 'New' Universities. In: 22nd International Congress on Public & Non-Profit Marketing 04/07/2023 Hungary.
- O'Sullivan, H., Alcaide-Pulido, P., 2023. How have undergraduate students’ wellbeing and quality of life changed due to the COVID-19 pandemic? A cross-national European analysis. In: 22nd International Congress on Public & Non-Profit Marketing 04/07/2023 Hungary.
- Chapleo, C., Leijerholt, U., O'Sullivan, H., 2023. A complex identity and brand structure: insights from the Swedish public sector. In: International Congress on Public and Nonprofit Marketing 07/07/2022 Braga, Portrugal.
- O'Sullivan, H., Musarskaya, M., Hibbert, J., 2019. Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice. In: When you tire of Marketing you tire of life. Academy of Marketing annual conference 02/07/2019 Regents.
- O'Sullivan, H., 2019. The antecedents of Brand Success in post-1992 British universities. In: Managing uncertainty through a time of change in HE marketing colloquium 03/04/2019 Universidad Loyola Andalucia..
- Leijerholt, U., Chapleo, C., O'Sullivan, H., 2018. A brand within a brand in the public sector. In: The Global Brand Conference 06/03/2019 Northumbria University.
- Leijerholt, U., Chapleo, C., O'Sullivan, H., 2018. A brand within a brand in the public sector. In: The Global Brand Conference 06/03/2019 Northumbria University.
- O'Sullivan, H., 2017. Interpretations of brand success from post-applicant students in the context of newer UK universities. In: Innovation in HE Marketing Colloquium. Academy of Marketing 03/04/2017 Kingston, Univeristy, London.
- O'Sullivan, H., 2017. Branding with a conscience in Higher Education. In: Brands' search for meaning 28/03/2017 Universidad Loyola, Andalucia.
- O'Sullivan, H., Chapleo, C., Garcia Garcia, M., 2016. The role of social media in university brand strategy; an exploration. In: Contemporary Thought in HE Marketing. Academy of Marketing 27/04/2016 Bournemouth University.
- O'Sullivan, H., Bolat, E., sreedharan, C., 2016. Listening to students' conversations and stories - how, what and where? In: Contemporary Thought in HE Marketing. The Academy of Marketing. 27/04/2016 Bournemouth Univeristy.
- O'Sullivan, H., Bolat, E., sreedharan, C., 2016. Listening to students' conversations and stories - how, what and where? In: Contemporary Thought in HE Marketing. The Academy of Marketing. 27/04/2016 Bournemouth Univeristy.
- O'Sullivan, H., 2016. What is Brand Success in Post-92 UK HEIs? In: Academy of Marketing Annual Conference 2016 04/07/2016 Newcastle Business School.
- Bolat, E., O'Sullivan, H., Sreedharan, C., 2016. Radicalising the Marketing of Higher Education: Learning from students - generated social media data. In: Academy of Marketing 04/07/2016 Newcastle, UK.
- Bolat, E., O'Sullivan, H., Sreedharan, C., 2016. Listening to students' conversations and stories - how, what and where? In: Contemporary Thought in HE Marketing Colloquium. 27/04/2016 Bournemouth, UK.
- O'Sullivan, H., 2015. The Impact of consumer culture in higher education. In: 2015 Academy of Marketing Conference 07/07/2015 University of Limerick.
- O'Sullivan, H., 2015. Assessing and Understanding the influences on brand effectiveness in different contexts. A study of UK higher education as it moves towards marketisation. In: 2015 Academy of Marketing Conference 06/07/2015 University of Limerick.
- OSullivan, H., 2015. How do we measure successful HEI brands? In: Bournemouth University Research Conference 27/01/2015 Bournemouth University.
- O'Sullivan, H., 2015. Branding success in post-92 HEIs. In: The 7th Annual Postgraduate Conference 20/01/2015 Bournemouth University.
- O'Sullivan, H., 2007. The importance of work-based learning in partnership with the local college. In: Work-Based Learning Conference 21/06/2007 Bournemouth University.
Theses
- O'Sullivan, H., 2022. Antecedents, nature and consequences of brand success in comparable newer universities. Bournemouth University Business School.
Posters
- O'Sullivan, H., Chapleo, C., Cownie, F., 2023. The Two Branches of Inclusivity in Higher Education. In: FLIE Fusion Learning Colloquium 2023..
- O'Sullivan, H., Polkinghorne, M., 2022. Reviewing the Role of the Academic Adviser. In: FLIE Fusion Learning Colloquium 2022.
PhD Students
- Abdullah Allaboon. The perceived impacts of the Riyadh season on the quality of life and the satisfaction of Saudi locals in Riyadh city, (In progress)
- Tariq Alshikhy. An investigation into the role of soft power applied to sporting mega-events to enhance the global reputation and cultural visibility of the host country: A case study focussed on Saudi Arabia., (In progress)
Profile of Teaching PG
- MSc International Marketing Management
- MSc Marketing Management: Marketing Communications
Profile of Teaching UG
- BA (Hons) Industrial Design: Commercial Design Project
- BA (Hons) Design Business Management: Market Research for Design
- BA (Hons) Industrial Design: Business Development
- BA (Hons) Business Studies: Consumer Behaviour
- BA (Hons) Business Studies: Marketing
Invited Lectures
-
Embracing Sustainability: A cross-culture review, Universitas Pendidikan, Indonesia, 30 Oct 2023 more
Embracing Sustainability: A cross-culture review -
Fashion Branding, Universidad de Loyola, Andalusia, 10 Mar 2023 more
Fashion Branding: A case study best practice review. Universidad de Loyola, Andalusia -
01 Jul 2019 more
The Antecedents, Nature and Consequences of Brand Success in post-1992 English universities. Universidad de Loyola, Andalusia -
Brand Success. Foreign Trade University, Vietnam, Foreign Trade University, Vietnam, 25 Oct 2018 more
Brand Success. Foreign Trade University, Vietnam
Grants
- Feeling Safe? Human Narratives of Fear, Protection and Wellbeing in Urban Public Space (Quality Research Funding, Bournemouth University, 28 Jan 2026). Awarded
- Shades of Green: Greening Higher Education: Examining Institutional Practices, Community Attitude and Public Perceptions (University of Pannonia, Hungary, 16 Oct 2024). Awarded
- International Writing Retreat (Quality Research Funding, Bournemouth University, 17 Jul 2023). Awarded
- Excellence in Sustainable Teaching (Bournemouth University, 08 Jul 2019). Awarded
- Charity Impact Fund Award (Bournemouth University, 12 Feb 2019). Awarded
- Contemporary Thought in Higher Education Marketing Colloquium, 2016 (Bournemouth University, 27 Apr 2016). Awarded
External Responsibilities
- Coventry University, External Examiner, (2020-2024)
- University of Bolton, External Panel Member: Validation (2017-)
- Academy of Marketing Science, Reviewer (2017)
- British Conference of Undergraduate Research, Reviewer (2017)
- Journal of Marketing of Higher Education, Guest Editor (2017)
- University of Salford, External Advisor for Periodic Review (2017-)
- Leeds Beckett University, External Examiner (2016-2020)
- Kingston University, External Examiner (2015-)
- Manchester Metropolitan University, External Examiner (2015-2019)
- Academy of Marketing, Reviewer (2015-2017)
- Chartered Institute of Marketing: Dorset Branch, Committee member (2010-)
Internal Responsibilities
- BUBS Lead, JISC Learning Analytics Working Group
- Impact Champion, REF Impact Sub-committee
- Member, BUBS Faculty Postgraduate Research Committee
- REF Impact Champion Unit of Assessment Lead, UoA 17: Business & Management Studies., REF - UoA17
Journal Reviewing/Refereeing
- Journal of Marketing for Higher Education, Open peer review, 31 Jan 2017
Public Engagement & Outreach Activities
- The Hunger Games: Let’s Win Together! (16 Jul 2015)
Consultancy Activities
- Showcasing Best Practice and Models of University- Industry Partnerships., Round table. British Embassy, Vietnam
Attended Training
- European Academy of Innovation. Romania, 20 Feb 2023
Qualifications
- Doctor of Philosophy in Higher Education Branding (Bournemouth University, 2022)
- Postgraduate Certificate in Education Practice (2015)
- MA in Marketing Management (Southampton Solent University, 2014)
- PGCE in Preparing to Teach in the Lifelong Learning Sector (City & Guilds, 2013)
- Chartered Professional Postgraduate Diploma in Marketing (Chartered Institute of Marketing, 2010)
- BA (Hons) in English (University of Surrey, 2001)
Honours
- Excellence in Sustainable Teaching award. Bournemouth University (2019)
- Vice-Chancellor's Staff Award: Collaborative Team Award (2016)
- Best Paper (Academy of Marketing, 2016)
- Best Paper in Track "HE Marketing" Award. (Academy of Marketing, 2016)
- Vice-Chancellor's Staff Award 2015: Achievement of qualification relevant to your role (Bournemouth University, 2015)
- Nominated Vice-Chancellor's Staff Awards 2014: Collaborative Team (Bournemouh University, 2014) (2014)
- Best Marketing Campaign (HEIST, 2014)
- Marketing Excellence Award (Best Marketing Campaign) (Chartered Institute of Marketing, 2013)
- Vice-Chair CIM Dorset Committee (Chartered Institute of Marketing, 2012)
- Chartered Marketer (Chartered Institute of Marketing, 2010)
- Student of the Year award. Business Consultancy Award. CMI.
Memberships
- Chartered Management Institute, Member (2017-),
- Academy of Marketing, Chair (2014-),
- Higher Education Academy, Senior Fellow (2014-),
- Chartered Institute of Marketing, Chartered Marketer (2010-),