Keith is a Lecturer and Senior FME Fellow, joining the Marketing Group at Aston Business School in 2010 having secured a prestigious Foundation for Management Education / ESRC Fellowship awarded to fund Keith’s transition into academia from a 20 year commercial career in industry.
Awarded a Phd in identity and strategic brand management in 2013, Keith’s research interests focus on how to transform and optimise an organisation’s brands to improve organisational performance, sustainability and stakeholder satisfaction. Researching with organisations such as John Lewis and Waitrose, Keith’s research also investigates the influence of co-operative and mutual business models on stakeholder cohesion, brand community development, front-line employee performance and the co-creation of services between customers and service employees.
Keith is a member of the Chartered Institute of Marketing, leads on learning and development as an elected member of the CIM’s West Midlands Board and is a member of the CIM’s Birmingham and Coventry Branch Committee. Academically, Keith is a member of the British Academy of Management, serving as the lead for practitioner engagement on it’s Marketing and Retail Special Interest Group, as a track chair of the BAM conference’s marketing and retail track and is a Fellow of the Higher Education Academy.
Keith’s academic research regularly features at leading marketing conferences and in marketing journals, winning the best paper at the recent 2nd International Colloquium on Design, Branding and Marketing. Working in partnership with industry, Keith regularly teaches branding, identity and marketing communications at under-graduate and post -graduate levels, receiving teaching awards from both the School and student bodies. Keith integrates his research, teaching and engagement with practice as a regular contributor to the Times and Sunday Times, delivering executive education programs, consulting with industry and presenting new research and emerging marketing thinking to members of the Institute of Cost and Management Accountants and the Chartered Institute of Marketing.