Since 1996 Jeff has worked in Ecommerce, Eretail, Mcommerce, digital and direct marketing in B2B and B2C environments. Skills include social media, digital publishing & magazines, email marketing, SEO, PPC, mobile marketing, affiliate, CRM/database marketing.
One of the very first marketers to receive the IDM CPD Award (Feb 2006). Internationally published author in practitioner and academic journals, such as Internet Research & the Journal of Direct, Data and Digital Marketing Practice.
Specialties: Particularly strong track record in sports marketing, mail order, retail, B2B, online gaming & sports betting with such names as:
Arsenal FC | Barefoot Botanicals | Blue Sheep | DSGi Business | InternationalSportsGroup | JJB Sports | John Lewis | Littlewoods Gaming & Retail | Liverpool FC | Marks & Spencer | Neals Yard Remedies | Newcastle United FC | PUMA | Reading FC | Sweet & Maxwell | Verbatim
"...your help throughout the year is much appreciated...you have been great to work with."
Why do I teach?
To help you achieve your potential.
To discover together what you are truly capable of.
To learn from you.
To see students develop and surpass even their own expectations, or overcome their doubts, is the best kind of fulfilment. Seeing how they go on to pursue career paths of their own making is equally rewarding. Every single day I learn something about, from and for students. University teaching is an immensely rewarding vocation :)
Words of wisdom
The master has failed more times than the beginner has even tried... #failbetter
Done is better than perfect
In modern marketing, be prepared to learn, unlearn and relearn
How I’ll teach you
We will work collaboratively. My ethos is very much on real world application of what you learn in University. I'll push you beyond your comfort zone when appropriate. Students regularly highlight my passion, enthusiasm and industry experience. We are there to enjoy your progress and development. University education is about so much more than grades and your student experience with me should reflect this.
My role on the board of the Manchester Publicity Association involves helping forge career pathways for your talent. Similarly my role on DMA North Council is primarily focused on connecting industry with Educators and identifying and nurturing talent.
Supervise 4x PG supervisions every academic year. They tend to specialise in digital marketing and sport marketing.
External examiner roles
Leeds Beckett University: BA (Hons) Sport Marketing
Research Expertise, Publications & Grants
Research interests: social media; social network sites; online communities; e-marketing; mobile marketing; tribal marketing; relationship marketing; sports marketing. Reviewer for: Internet Research; Journal of Place Management and Development Reviewer for: AOM; BAM; RIBM; MindTrek; Member of “The Centre for the Study of Football and its Communities Member of the following Research Clusters:
MMUFC RKE Digital and Social Marketing Communications Sport Consumer Behaviour Speaker at DS Manchester, Apr 2014. Excellent social media reviews. Conference speaker: Internet World, Digital Cultures, TFM&A Blog contributor: Republic of Digital; The Conversation.
McCarthy, J., Pioch, E., Rowley, J. and Ashworth, C.J. (2012) “The Practice of Business Research: Akin to Orienteering”. In: Harrigan, P. and Harris, L. (eds) Proceedings of the Academy of Marketing Conference 2012: Marketing: Catching the Technology Wave, Academy of Marketing, Southampton.
McCarthy, J. (2012) Reflections on Business Research: Working Backwards, Forwards, Sideways. In 15th Annual Doctoral Symposium 2012, Manchester Metropolitan University, Mar 14-15.Reviewer: 2x BAM 2012 papers
Best Academic Paper Award, MindTrek 2011: "Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs" Presented at "Social Media" Track of MindTrek 2011
McCarthy, J. (2009) Social Network Sites and Football: Key issues for football club marketers. In 12th Annual Doctoral Symposium 2009, Manchester Metropolitan University, Mar 25-26.
J. McCarthy (2007). M-Commerce - Generating Revenue From Content and Mobile Portals. Journal of Direct, Data and Digital Marketing Practice.
J. McCarthy (2006). New Technology Briefings: E-catalogues and e-brochures: Their part in record e-retail figures. Journal of Direct, Data and Digital Marketing Practice. 8(2), pp.151-161.
J. McCarthy (2004). New Technology Briefing: E-brochures increasing online profit. Interactive Marketing. 6(2), pp.165-175.
Chapters in books
J. Rowley, C. Ashworth, J. McCarthy (2014). Social Media: The Issues, Benefits and Strategies for Brands. I. Lee. In: Integrating Social Media Into Business Practice, Applications, Management and Models. Hershey: IGI Global, pp.98-126.
J. McCarthy, BJ. Keegan The evaluation of social media use: A longitudinal study. Newcastle, 4/7/2016.
CJ. Ashworth, J. Rowley, J. McCarthy Football Versus Fashion: Strategic Approaches, Impact and Value Creation Opportunities Arising From the Exploitation of Social Media in the UK Market. Bucharest, Romania, 7/7/2014.
J. McCarthy Digital in Sport: Disrupting and Levelling the Playing Field. Digital Sport, Manchester, United Kingdom, 17/4/2014.
J. McCarthy, E. Pioch, C. Atkinson (2011). Social network sites and relationship marketing communications: Challenges for UK football clubs. In: Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, MindTrek 2011. Tampere University of Technology, Tampere, Finland, 29/9/2011. pp.145-152.
European Association for Sport Management: 5 reviews
International Journal of Information Management: 1 review
Internet Research: 2 reviews
MindTrek: 4 reviews
MMUBS Doctoral Symposium: 10+ reviews
Place Management and Branding: 2 reviews
Engagement & Knowledge Exchange
Projects and initiatives
iDEA Award champion at Manchester Metropolitan University, launching the initiative in May 2017. A World First in this being a cross-University roll out. Success has been so extensive that iDEA Award is now embedded into a major new Employability initiative across the University.
Winner: Best Reader Blog Award 2015, Trail Running Magazine
Winner: Best UT55 Review, Ultimate Trails
Best Outdoor Activity & Health Blogs, Winfields Outdoors
AACSB Accreditation: Cited as case study in MMUBS documentation – due to Knowledge Exchange work and impact of SPDSMC unit in particular. Directly helped 2x SPDSMC alumni gain employment at JD Sports Fashion Group plc. Also work placements, and further vacancies. Leader of staff group discussion with AACSB assessors. Manchester Met Business School now in the top 5% of global universities after being officially conferred on February 15, 2016.