Jeff McCarthy

Jeff McCarthy is a Professor and Reader in Digital Capability and Employability at Manchester Metropolitan University's Business School, Department of Marketing, International Business and Tourism. He also serves as the Faculty Graduate Outcomes and Alumni Lead and University Lead for the iDEA Award. His PhD research focused on social media marketing strategies in English football clubs from a brand perspective.

• Academic Roles: Reader in Digital Marketing, Faculty Graduate Outcomes Lead, iDEA Award Lead
• External Examiner: Leeds Beckett, Staffordshire, Northumbria Universities
• Industry Roles: Member of BIMA, DMA North Council, Manchester Publicity Association Board

Research interests include digital marketing strategy, social media in sports, brand management, and employability initiatives. He has been instrumental in initiatives like the RISE Programme and the iDEA Award, enhancing digital skills and graduate outcomes.

Award highlights include the MindTrek Best Academic Paper (2011), multiple blogging awards (RunUltra, UK Blogs), and recognition in AACSB/EQUIS accreditations. He is a Senior Fellow of the Higher Education Academy and a Fellow of professional marketing bodies like CIMA and IDM.

Teaching spans undergraduate and postgraduate programs, with expertise in digital marketing, strategy, and dissertation supervision. Leadership includes roles in curriculum design, industry collaboration, and academic governance.