7 Last checked 15th September 2020.

Raisa completed a PhD in Marketing at Monash University (Australia) in the area of internal corporate branding. She has over 15 years of academic work experience in the British and Australian University sector. She joined The University of Huddersfield in 2018 as a Senior Lecturer in Marketing and is currently Co-head of Consumption and Markets (Behavioural Research Centre cluster). Previously she held posts as a Postdoctoral Research Fellow (Griffith University, 2011-2013), and a Lecturer in Marketing (University of Bradford, United Kingdom, 2014-2017, and Victoria University, Australia, 2010-2011). 

Raisa’s research in the disciplines of corporate branding and industrial networks has made contributions in advancing theory in the fields of cooperation within cohesive social networks nested within branding marketing channels, the interaction of formal and social controls on encouraging partner trust and brand-supportive behaviour within franchise systems, the influence of brand champion behaviour on staff support for a new corporate brand strategy, and processes and capabilities that enable brand repositioning and staff-led value co-creation. She has published her research in Industrial Marketing Management, International Journal of Management Reviews, Journal of Brand Management, Journal of Business and Industrial Marketing, Journal of Service Management, and Journal of Product and Brand Management. She is committed to research in the areas of corporate branding and marketing, and digital marketing role transitions. She is open to new collaborations that will help to address global industry problems in these areas, including the digital skills gap (see for example: Data and Marketing Association, 2019; Lloyds Bank, 2019; Office for Students, 2019; Vodaphone, 2019). 

Raisa is passionate about developing employer-attractive marketing graduates. See: her Twitter and LinkedIn profiles for examples of her work in this area. See also successful inbound digital marketing campaigns for our Digital and Social Media Marketing BA (Hons) students: Eat with Enya, & Reflecting on… Talking Bull. She oversaw the accreditation for the Bachelor of Arts in Digital & Social Media Marketing (with Honours; Institute of Data and Marketing, 2019). She leads teaching for the specialised modules: Digital Marketing in the Contemporary World, Social Media Marketing and Search Engine Optimisation, & Web Design and Management (The University of Huddersfield, 2018-2020).

Raisa's research is in the areas of:

• Corporate branding 
• Internal branding 
• Digital marketing

She specialises in the following research methods:

• Case study methodology
• Abductive research