Mark Smith

Role

Dr Mark Smith is a Lecturer at Nottingham Business School specialising in marketing strategy.

First joining the university academic team in 2019, Mark was awarded a university-wide student-led teaching award in 2025. Core to Mark's style is bringing real-world examples to students (that can be as up-to-date as the same day) thanks to his industry experience and current practice as an active Executive Advisor. Mark is a Certified Management & Business Educator (CMBE).

Alongside this Mark completed an Executive PhD with Nottingham Trent University which specialised in the impact on consumers of marketing decisions made in the boardroom. A topic which explored boardroom behaviours, the positive impact of feminist thinking, marketing metric development, executive education and the power of brands to positively transform consumers' lives.

Additionally, Mark also delivers professional development training for managers and executives through Nottingham Trent University programmes such as Help to Grow Management. Mark is an author of the Marketing Strategy module of Help to Grow Management which has been delivered by business schools across the country to over 30,000 professional participants. This role extends to mentoring business people to both support their development and help to address specific business issues they may be encountering.

Career overview

Mark is a Fellow of the Chartered Institute of Marketing and an active Ambassador for the Institute of Directors. He has maintained Chartered Marketer status ever since taking his first CIM qualification with Nottingham Trent University, having graduated with a degree in Business from the university a few years prior. Since then has maintained his academic and professional development including masters qualifications in marketing and management disciplines, most recently undertaking an Executive PhD.

In addition, Mark is accredited as a Certified Member of the Market Research Society and has undergone Executive Coaching training with Henley Business School. He holds a PhD.

Following a client-side career in marketing including Boots, Molson Coors, Nurofen, McKesson and Forest Holidays, Mark founded Direction™. A Midlands consultancy based in Nottingham with a vision of a world where meaningful brands consistently touch the lives of countless individuals, creating a positive lasting impact on society and businesses alike. The strategic marketing agency blends the insight of robust market research with the inspiration of creativity and experience to create sustainable business outcomes.

Mark also sat on the board of a national charity with 135 years of heritage, taking on the roles of President and Chair of the board. This included the unenviable task of helping to lead the charity through the pandemic, but also bringing new strategy and opportunities to the organisation and individuals. Most recently being honoured as a Vice President in appreciation for the charitable contribution.

In recognition for his work as a Director, Mark received a Director of the Year award at the Institute of Directors national finals in 2024. He has also been a finalist on two other occasions. Repeatedly the recognition came not only for his personal contributions but also for his support and elevation of others. This mindset and approach led him to integrate this into Direction™, an Executive Growth consultancy focussed on developing senior leaders through executive coaching, expert mentoring and strategic facilitation.

In 2025 Mark presented four papers at the Academy of Marketing conference in Cork, Ireland on the theme of Brand in the Boardroom. An area he is actively working with the Institute of Directors to develop executive education to support leaders in making a positive impact on society.