Zoe Lee

Zoe Lee is a Reader (Associate Professor) in Marketing at Cardiff Business School, Cardiff University, and Programme Director for MSc Strategic & Digital Marketing. She serves as an Associate Editor for the Journal of Strategic Marketing and editorial board member for Journal of Business Research and Journal of Philanthropy & Marketing.

Research Interests:

• Responsible Branding
• Brand Purpose & Activism
• Sustainability Communications in Fashion
• Nonprofit Marketing Strategy
• Digital Brand Management

Recent Publications (2023-2025) examine brand activism in permacrisis, social media banter between brands, disability inclusion in luxury fashion, and sustainability communication strategies. Her work combines empirical studies with systematic literature reviews across Journal of Marketing Management, European Journal of Marketing, and Journal of Business Research.

Scientific Awards:

• Outstanding Article in Nonprofit & Voluntary Sector Quarterly (2018)
• Nominated for ESLA Awards (2021-2025) for teaching excellence
• Dean's Award for Citizenship (2017)

Supervision: Currently supervising PhD students in corporate brand purpose, sustainability, and brand activism. Actively engaged in grant-funded projects including British Council research on inclusive policies and Hodge Foundation public value internships.