Kelvin Golding


Personal profile


Before joining the University of Roehampton, I worked as a marketer in a variety of senior roles (PhD equivalent industry experience), including: Marketing Director of a PLC, Chief Marketing Officer of an International Charity, Managing Director of a London Advertising Agency, and Marketing Consultant for some of the largest global brands. Clients included: Apax, Axa, BMW, BP, Britvic, Facebook, Fujitsu, Google, Procter & Gamble, RAC, Samsung, Tesco, Trinity Mirror Group, and Virgin.


In addition, I have taught industry recognised professional and academic marketing qualifications for a number of universities and study centres.  As an industry trainer, I have trained organisations in marketing, and created short courses across various marketing disciplines (including marketing strategy, marketing planning, digital & social media marketing, and measuring marketing effectiveness) for local enterprise agencies, and professional bodies.  In 2017, I became an official Course Director (Global Delivery Framework), as well as, an Examiner for the world's largest professional body that represents the marketing sector globally i.e. The Chartered Institute of Marketing (CIM).


I was one of the world’s first Chartered Marketers, and I’ve had the privilege of working with internationally recognised leaders in the marketing profession including Professor Malcolm McDonald, Drayton Bird, Dave Chaffey, and PR Smith.  I was Chairman of the Chartered Institute of Marketing (East of England), CIM Entrepreneur & SME Ambassador, and an official CIM Marketing Mentor to senior practitioners. Moreover, I have served on the CIM Learning & Advisory Board, and represented the industry as a judge for several national marketing awards.  In addition, I have been involved with setting up and selling a number of businesses, as well as advising government organisations on start-up and small business initiatives, and served as a non-executive director.


My journey into higher education as a marketing practitioner and educator was encouraged by an influential change-maker for social mobility within the higher education sector, and motivated by my desire to design and deliver innovative practice-based university curriculum to enable students to excel in real-world jobs. I have a passion to transform the future workplace within the marketing industry, improve professional practice, support social mobility, and help students build a bridge to their ambitions.


Professional affiliations

Fellow of the Chartered Institute of Marketing.

Chartered Marketer (one of the first in the world).

Fellow of the Institute of Data & Marketing.

Fellow of the Institute of Sales Management.

Research interests

Start-up, Micro-business and SME Marketing (especially VC/PE funded tech start-ups): from marketing audits and strategy to implementation (online and offline) and measurement.

Digital Marketing.

Sustainable Marketing.

Marketing Ethics & Artificial Intelligence.

Social Mobility within the Marketing sector.

Measuring the Value of Marketing (including attribution, metrics and analytics).


Principles of Marketing

Digital Marketing


PG Dip in Digital, Data, and Direct Marketing - Institute of Direct & Digital Marketing.

PG Dip in Professional Marketing - Chartered Institute of Marketing.

MA Marketing.

PG Cert Market Research - Market Research Society.

BA (Hons) Business Studies & Marketing.