Ross McPhie

Ross McPhie is a Senior Lecturer in Digital Innovation at Teesside University's Leadership, Management & Human Resources department. With over 15 years in e-commerce and 25+ years across global brands, he specializes in strategic marketing, product development, and brand management. His academic work bridges industry experience with academic thought, focusing on digital-first approaches.

Education:

• MBA (2008–2010) from Open University
• BSc (Hons) Textiles and Fashion Design Management (1998) from Heriot-Watt University

Research Interests: Ross focuses on digital transformation in marketing, brand innovation, and product lifecycle strategies. His expertise spans global markets, with particular emphasis on disruptive technologies, cross-cultural brand adaptation, and omnichannel retail strategies. He combines academic rigor with practical insights from leadership roles at Nike, Rip Curl, and Berghaus.

Professional Experience:

• Product & Strategy Director, Vivida Lifestyle (2022–2023)
• Head of Brand and Product, The Bazaar Group (2020–2021)
• Managing Director, Little Land Play Ltd (2017–2020)
• Founder/Director, I Sunk Your Battleship (2013–2017)

Global Influence: Ross has worked in the US, France, Netherlands, Asia, and Australia, leading design and strategy teams in sports apparel, outdoor gear, and accessories sectors. His career reflects a deep understanding of merging creative design with data-driven business growth.