Vote Now: BAM Vice Chair for Practice Engagement

Institution: Bangor University

Position: Associate Professor in Management

I started my profession working in international business and trade. After 10 years, I pursued an academic career following a DBA degree, which examined the ‘role of trust in SMEs-Business Schools collaboration’. Influenced by my industry experience and inspired by my DBA research, my passion is to bridge the industry and academic worlds for mutual benefits. Hence, I believe I have the right mindset and skills to stand for the Vice Chair for Practice Engagement, supporting BAM’s impactful initiative.   

I am recognised as an experienced management educator who has dedicated her career to the co-creation of knowledge through engagement with businesses in the field of business and management. I have been a BAM member for 17 years and served in different roles: former secretary of Entrepreneurship SIG, Track Chair of Research Methodology SIG, and currently on the Academy’s Council as a Management Knowledge and Education Committee member, co-leading the ‘Education-focussed Professor’ programme, and co-Chair Research Methodology SIG. These contributions through my leadership have led to humbly receiving the BAM’s Medal for Knowledge Development.  

I am an engaged scholar with a track record of securing research and innovation funds from a range of funding bodies, including Welsh Government, UKRI and ISBE, for the purpose of co-creating knowledge. As the Principal Investigator of ‘Harnessing Generative AI for Welsh SMEs’ Innovation’ project, I work with the Federation of Small Businesses, Innovation Hub in North Wales and associated businesses to understand needs/gaps in their AI literacy. This research is shaping the Welsh Government's AI strategy and planning for SMEs upskilling. I am co-investigating AI skills development at UK SMEs on ISBE’s RAKE fund project, and have completed a funded ‘Skills and Innovation Voucher’ project on ‘AI adoption among SMEs’ in collaboration with a micro tech consultancy firm in Wales. I was also granted a KTP fund for an environmental education project in Yorkshire. These are examples of my engaged scholarly activities that contribute to creating positive social change, and educational impact. Meanwhile, I published in World Class Journals e.g. International Journal of Entrepreneurial Behaviour Research and Human Resource Management Journal.    

If elected, my vision is to develop a process for engaging BAM with relevant practitioners, e.g. DBA alumni, businesses, professional bodies, and regional agencies. I aim to engage with other Vice Chairs, especially SIGs' co-Vice Chairs and SIGs’ Chairs, and run developmental workshops for BAM’s members to promote engaged scholarship activities within the BAM community. This will lead to creating opportunities and platforms for academics and practitioners to co-design research and co-produce knowledge that addresses social problems and encourages innovation. This will also contribute to BAM’s brand image as a community that cares and values the ‘rigor and relevance’ of the academic work produced by its community, which disseminates and exploits business and management research. 

These, and my experience of working collaboratively within BAM and other management development societies such as EFMD, will support further development of BAM’s Leaders of Engagement programme, in collaboration with the programme's Director.  

Institution: Oxford Brookes University

Position: Associate Professor of Marketing Practice 

I arrived in academia ‘late’: I completed my doctorate less than 10 years ago. But that is because I was working in industry – in senior management roles across retail, consumer goods and nonprofit sectors for 18 years. I feel very fortunate to have played a role at some outstanding proponents of management practice including programmes focusing on core competencies, incentivized continuous improvement and customer-centricity. For example, leading Tesco’s entry into financial services, their sponsorship of the Dome and running the Clubcard loyalty programme in an extremely competitive environment illustrated the importance of always being a magpie for new ideas, being willing to disrupt the status quo through innovative thinking. Reporting to the Twining’s main board on portfolio growth strategies for four years brought a deep understanding of how innovative thinking, customer research and manufacturing excellence can drive a traditional business forward. Likewise at Royal Voluntary Service, I led an insight and marketing team that challenged the public to help make Britain a great place to grow old.   

I believe we are a pivotal moment for management education. One where traditional measures of academic success such as citations and downloads are increasingly being challenged by people asking ‘why’ questions. Why does the research matter? What difference did it make to the way we conduct business? It is not enough just to ‘listen better’, to ask companies their priorities for our research. The way forward has to be developing partnerships right from the outset, to work much more collaboratively: to move away from dissemination afterwards in terms of accessible titles or policy papers but where the core ideas and co-created workstreams are produced together. In order to stimulate research on social impact, I recently led a Special Issue for the European Journal of Marketing that showcased their new social impact paper format. This demonstrated not just outcomes of co-creation but also the innovative project processes that achieved the ends. I then hosted a BAM webinar to showcase this social impact paper format and regularly give keynotes to encourage other academics to consider the impact of their work right from the outset. 

As Associate Professor of Management Practice as Oxford Brookes, I founded and lead the ‘Brookes Charity Exchange’ that brings nonprofit organisations and academics together to better deliver social value. Our theme this year is unpacking the metrics of impact to ensure they are practical but also tell the story of change. I bring a strong external business and academic network and a deep desire to bring people together to share and learn at all levels of practice, not just board level. I have been a member of BAM since 2012 when I started on my doctorate journey and remain an elected committee member at SIG level. I have benefitted from BAM funding and BAM best paper prizes in my career and would like to return the investment through developing new, and supporting existing, ways of engaging BAM members in management practice. 

Institution: University of Salford

Position: Associate Pro-Vice Chancellor Knowledge Exchange 

My decision to stand for election stems from a strong commitment to advancing BAM’s mission through inclusive and impactful practice engagement. With extensive experience in strategic leadership and partnership building, I am passionate about strengthening the link between academia and practice, and fostering a vibrant management community aligned with BAM’s values.  

I aim to share knowledge that drives positive change across academia, industry, and the public sector, believing research should have practical impact and collaboration can improve business, policy, and society.  

This role presents an opportunity to expand BAM’s influence by supporting purposeful partnerships, capacity building, and research that meets stakeholders’ evolving needs. I am committed to creating inclusive environments where practitioners and scholars work together to address current challenges and empower diverse voices. 

Vision for BAM 

My vision is for BAM to be the leading platform for meaningful engagement between academia, business, and the public and third sectors. By positioning BAM at this intersection, we can fulfil our ambition to “partner with purpose”, developing stakeholder relationships that deliver tangible impact. Together, we can work to embed evidence-based practice in our community, championing collaborative research, enterprise initiatives, and knowledge exchange activities that address both current and emerging business and societal challenges. 

BAM places diversity, inclusivity, and respect at the core of all practice engagement, treating EDIR principles as essential. We plan to introduce programmes and networks to nurture talent, encourage impactful research, and promote career development, such as hosting a practitioner conference suited for every career stage.  

We will drive innovation by sharing best practices, case studies, toolkits, and forums to inspire our community and raise standards.  

Key Experience and Sector Influence 

I bring extensive experience to support BAM’s vision for our community and partners. At MMU, I led strategic efforts at the Centre for Enterprise, boosting turnover, projects, and partnerships around 2000, and secured over £45 million in innovation funding. At the University of Salford, I founded the Centre for Sustainable Innovation, increasing research and enterprise income and delivering award-winning programmes connecting academia, industry, and policy. My work has received recognition in business collaboration, sustainability, and entrepreneurial leadership.  

As an active member of boards including GAMBICA(as Council Member), Growth Company(as Non-Executive Director), and Research and Development Management Association(RADMA)(as Trustee), I help to develop policy and promote university-industry partnerships.   

My role with RADMA has championed practitioner perspectives, bridging the gap between theory and practice, and integrating practice-based evidence into strategic agendas.  

I demonstrate EDIR commitment by mentoring early-career researchers and supporting capacity building in line with BAM’s values. My recognition for entrepreneurial leadership and sustainable development underscores my record. I design effective knowledge exchange programmes and effectively communicate practice-based engagement to varied audiences.  

I am motivated to advance BAM’s mission by fostering inclusive, impactful practice engagement, supported by strategic leadership, partnership building, and sector influence. My vision and experience will strengthen the ties between academia and practice, cultivating a vibrant, collaborative management community. 

Institution: University of Wolverhampton

Position: Professor in Marketing and Leisure Management 

I am standing for election as Vice Chair for Practice Engagement because my career has been built at the intersection of academia, industry, policy and community impact. This role aligns directly with the work I lead regionally, nationally and internationally to strengthen research–practice connectivity, widen participation, and support evidence-informed management practice. I believe BAM is uniquely positioned to shape a more engaged, socially responsive, and practice-driven future for management scholarship. I am committed to contributing to that vision through strategic leadership, partnership development and high-impact capacity building. My academic leadership is grounded in practice-led research and large-scale collaborative programmes. I serve as Principal as well as co-Investigator on multiple externally funded projects from OFS, H2020 and British Council–funded project supporting women entrepreneurs in post-disaster regions in Türkiye. These programmes demonstrate my commitment to co-creation, digital transformation, inclusive entrepreneurship, and applied research that directly improves organisational capability and contributes to regional development. I am also co-director of the Marketing, Visitor Economy and Innovation Hub, which works with local government, SMEs, industry bodies, and creative sectors to solve real-world challenges through research, innovation and knowledge exchange. A core aspect of my leadership has been building pathways between research and practice. I founded the Marketing Research Hub at the University of Wolverhampton, recognised by BAM as the official marketing hub for the West Midlands. The Hub delivers practitioner-facing events, consultancy challenges, innovation programmes, and training initiatives that support SMEs, women entrepreneurs, and local communities. I also work closely with regional partners such as the West Midlands Combined Authority, local councils, and industry associations to ensure research outputs are translated into meaningful interventions and policy insights. My vision for BAM is to strengthen its role as the leading national ecosystem for practice engagement in management scholarship:1) expanding practice-led research capacity through workshops, toolkits and targeted development programmes 2) creating new pathways for industry collaboration, especially with underrepresented sectors and regions 3)supporting academics to embed impact thinking at the design stage of their research 4) developing accessible platforms to showcase practice-engaged research, including case studies, policy briefings, and practitioner insights 5) facilitating more opportunities for early career and mid-career academics to develop practice-oriented leadership skills. Throughout my career I have mentored colleagues, supported early-stage researchers, and championed inclusive participation. Across all my roles – REF co-coordinator, research hub founder, principal investigator, editor, and conference co-chair – I have demonstrated a sustained commitment to building research cultures where rigor, relevance and impact work together. I have been an active BAM member for many years and contribute to multiple communities within the organisation. I now seek to serve the wider membership by advancing a vision for practice engagement that is ambitious, inclusive, and aligned with the evolving needs of management education and society. I would be honoured to contribute my experience, networks and leadership to BAM in this role.

Institution: Northumbria University

Position: Associate Professor in Marketing 

I am a distinguished Knowledge Exchange academic, recognised for my innovative approach to developing industry-aware academics and facilitating the impact of business and management research amongst industry and policy makers. My career has centred around shaping external engagement infrastructure, practice, and policy, and I am motivated to contribute this expertise to the BAM leadership team. I closely identify with BAM’s 2024–2028 Strategy, particularly its focus on enhancing engagement with practitioners and policymakers and ensuring that management research is more visible, accessible, and impactful across society. 

International network and Impact 

I am reshaping the landscape of academic knowledge exchange, co-creating value between academia and business communities, regionally, nationally and internationally through the successful delivery of collaborative research projects with industry, professional bodies, and UK Government. I have been invited to share through keynote presentations for the ‘The Russell Group’ and ‘Chartered Association of Business Schools’.   

I hold Management Board and NED positions across several leading international Practice Engagement organisations, Small Business Charter, Knowledge Exchange UK, Open North Foundation and KEVRI. Across these roles I have expanded practice engagement within business and management, strengthen external partnerships, and supported national policy conversations. I would draw upon this extensive network to facilitate new collaborations for BAM. 

Awareness raising  

To widen awareness of management research, I created the Why Small Business Matters podcast series in 2021. This global platform reaching audiences in 53 countries showcases research impact and fosters dialogue between academia, industry, government, and policymakers. Ranked within the top 10% of podcasts on Spotify in both 2023 and 2024 and attracting over 7,000 downloads per month, the podcast has been adopted across three major professional body websites and newsletters, engaging more than 13,000 people. It has proven an effective and inclusive vehicle for engaging internal and external management communities, and I would seek to leverage this experience to enhance BAM’s visibility and influence. 

Collaboration  

I have led several academic advisory boards for the Small Business Charter to enhance industry engagement among business school academics and strengthen its value proposition. This work has involved coordinating representatives from UK universities to develop a skills framework and a Practice Engagement typology to support academic engagement in practical and accessible ways. The work is grounded in the UKRI EDI framework, ensuring inclusivity and diversity across knowledge exchange ecosystems strongly aligned with BAM’s values. 

Training & Development  

As a knowledge exchange practitioner, I have worked with professional bodies to broaden awareness of practice engagement beyond traditional STEM disciplines. Internationally, I have collaborated on training initiatives (including work in Colombia) and contributed to resources for ASTP’s SHAPE communities. Domestically, I have supported the MAKER project (2023), and nationally I serve as Course Director for Knowledge Exchange UK. This work reflects my commitment to capacity-building, a central pillar of BAM’s strategy. 

I am committed to advancing BAM’s Strategy and Vision for 2028 by strengthening the bridge between research and practice, amplifying practitioner engagement, and ensuring our community’s insights meaningfully shape policy, education, and organisational impact. 

Institution: Oxford Brookes University

Position: Pro-Vice Chancellor

As an applied academic and higher education leader I am standing for Vice Chair of Practice Engagement to champion and advance the work of the British Academy Management. Building on the strength and engagement of the academic community, as Vice Chair I would look to build the visibility and reputation of BAM with the world of practice by fostering connections and building capacity. For the past 20 years my work has centred on engaging with partners to advance knowledge and deliver impactful insights.  

A major challenge in working across the academic-practice nexus is in articulating and delivering value. With a career characterised by working with a range of public, private and third sector partners nationally and internationally. Working with different practitioner communities has enabled me to understand their different priorities and ways of working. I believe this experience would enable me to be a catalyst to this vital stream of work within BAM, and to help support the impact of business and management academics.  

The relevance of universities, and business schools in particular, has never been more crucial. As spaces to convene and collaborate with external partners, business schools can serve as social science laboratories capable of unlocking the value to practice to a wider audience. To achieve this requires meeting stakeholders where they are, and demonstrating the value and impact that the BAM community offers. While many academics have much to offer practitioners, curating engagement opportunities is the primary barrier to success.  

As Vice Chair I will look to work with the existing SIGs to elevate and embed practice, ensuring that practice of the BAM community has visibility with funders and credibility with industry bodies. At the same time as the current Director of BAM’s Development Programme for Leader of Engagement I would look to extend its reach with an expert speaker series to promote peer learning and knowledge sharing through a Practice Podcast. I also believe from my work with BAM that there is scope to engage with international counterparts to ensure that BAM leads in the practice challenge internationally.  

My credentials to serve as Vice Chair of Practice Engagement include chairing the ESRC’s Transforming Business Through Social Science Working Group and serving as a member of the ESRC’s Business Engagement Task and Finish Group. I have also served as the Vice Chair of the Small Business Charter, which involved engagement with SMEs and senior civil servants. I also serve as a Non-Executive Director with a charity, a social enterprise, and a business which has also helped inform and develop how I have come to work with different practitioner communities.  

I welcome the opportunity to serve as Vice Chair of Practice Engagement and advance the work of BAM and its members.