Sarah Williams

Professor Sarah Williams serves as Pro Vice-Chancellor (External Collaborations) at Buckinghamshire New University since 2022. Previously, she held leadership roles including Interim Director of the Business School at the University of Wolverhampton, Head of the Department of Marketing, Innovation, Leisure, and Enterprise, and Principal Lecturer for Student Experience. Her academic background includes an MSc in Public Relations (Distinction) from the University of Stirling, alongside postgraduate certificates in Teaching and Learning in Higher Education and Leadership from Wolverhampton.

Her research focuses on digital marketing and PR, emphasizing the 'lived experience' of practitioners, particularly underrepresented groups. She is a Chartered Member of the Chartered Institute of Marketing, an Accredited Member of the Chartered Institute of Public Relations, and a Certified Management and Business Educator.

Professionally, she has served as Co-Chair of the Midlands regional group for the Chartered Institute of Public Relations and on the Board of Directors of the Black Country Chamber of Commerce. Notably, she delivered a keynote address at the 11th International Conference on Digital Transformation of the Economy and Society (2019) in Macedonia. As of April 2025, she is a member of the University Strategy Group.

Her teaching spans undergraduate and postgraduate programs, including BA Digital Marketing, BA Marketing, and MA International Brand Management.