Personal profile


I am course-leader for our single honours Media & Marketing Degree Programme, and I teach on all Media Courses, our Digital and Social Media Degree, and our new Creative and Professional Writing Degree.

I am currently helping to develop the University's professional marketing training offer, and mentoring several businesses.

I have led several teams to success with social media inside and outside of their organisations, creating online communities of customers, employees and stake-holders that are engaging and bring about real learning and change.

I'm a strategic social business consultant, helping clients articulate and deliver practical strategies for adopting and embedding technology in working and learning practices. I spend a lot of time creating and managing online communities, and my expertise is in engagement strategies to bring people together online to share, to work and to learn.

I founded Reach Further, the UK’s first social media consultancy in 2006, and have helped thousands of businesses understand and realise the potential of social media through workshops, seminars and consultancy. 

Research interests

  • Social media as an agent for social change.
  • Collaborative business and organisational models.
  • Social Learning and online Communities of Practice.
  • Hyperlocal community platforms.
  • Augmented and alternate reality gaming, transmedia, perceptive and adaptive media.
  • Serious Games.
  • Room Escape Games as vehicles for community building, problem solving and entrepreneurship.

Teaching and Administration

From October 2015

Level 4

MFC4012 Professional Development & Placement

MFC4322 Online Research and Content Generation

Level 5

BMM5442 e-Business and e-Marketing

MFC5552 Social Business and the Sharing Economy


From October 2016


Digital Narratives for the Creative & Professional Writing Programme.

External positions

Director & Trustee, Better Leeds Communities

1 Sept 2014 → …

REF 2029 UOA

  • UOA33 - Music, Drama, Dance, Performing Arts, Film and Screen Studies


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