Dr Chris Jones DBA, SFHEA, MBA, MA, BA

Biography

Dr Chris Jones is a marketing effectiveness expert, creative strategist, and practitioner-pedagogue whose career bridges academia, industry, and entrepreneurship. He has become a leading voice on how creativity, equity, and evidence-based strategy can transform outcomes for businesses, students, and society.

At Ravensbourne University London, Dr Jones spearheaded the revalidation and relaunch of the MBA programme (September 2025), embedding his original 5Cs Learning Framework (Commercial Competence, Confidence, Communication, Compassion, Creative Commitment) into the curriculum. The MBA has been repositioned as a flagship programme, recognised for its integration of practitioner tools, econometrics, and creativity frameworks into postgraduate business education.

He is also the Founder and Chief Effectiveness Officer of the Ministry of Marketing Effectiveness (MOME), a consultancy that partners with businesses, policymakers, and community organisations to harness creativity as a strategic equaliser especially for under-resourced SMEs and minoritised entrepreneurs.

Dr Jones also serves as a Visiting Professor at the University of the Commonwealth Caribbean (UCC), extending his research and teaching impact internationally.

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Business
Interim Course Leader for MBA

Academic Leadership

MBA Transformation (Launched September 2025): Dr Jones led the revalidation and relaunch of Ravensbourne’s MBA, positioning it as one of the UK’s most evidence-based and industry-relevant business programmes. The MBA embeds practitioner tools, econometric analysis, and creative effectiveness frameworks to ensure graduates are commercially sharp, strategically grounded, and creatively agile.

Flagship Modules

Marketing Effectiveness and Creative Strategy: Provides students with access to cutting-edge effectiveness thinking, featuring guest lectures from Les Binet (Visiting Professor at Ravensbourne and widely known as the “Godfather of Effectiveness”). Students apply frameworks such as the IPA Effectiveness Code, the Creative Effectiveness Ladder, and System1’s Compounding Creativity to understand how creativity drives long-term profitability.

Media Management: Goes beyond theory by applying econometric models and practitioner tools that enable students to design evidence-based media strategies. The module embeds analysis of creativity’s proven impact on profitable outcomes, training graduates to balance rigorous data with emotional and cultural resonance in communications.

Pedagogical Approach

Delivered through a social constructivist model, the MBA prioritises collaboration, critical reflection, and the application of evidence to live, ambiguous business challenges, making learning directly relevant to industry practice.

Research Centre Leadership

Founder of METRIC: The Centre for Marketing Effectiveness, Equity, Technology, Research, Inclusive Innovation and Creativity, advancing applied research, industry engagement, and support for minoritised entrepreneurs.

Practitioner & Industry Engagement 

Institute of Practitioners in Advertising (IPA) Effectiveness Conference (2025): Dr Jones regularly contributes to discussion regarding marketing Effectiveness in the SME space and has been invited to speak at the prestigious IPA Effectiveness Conference, contributing insights on SME marketing, creativity, and growth. Sharing the stage with senior CMOs and agency leaders, he will represent Ravensbourne in one of the industry’s most important forums on marketing effectiveness.                                                                                                       

Industry Collaborations

Dr Chris has secured partnerships with leading organisations including:                               

  • Adam&EveDDB: Ravensbourne’s Creative Effectiveness Partner Agency, collaborating on live industry briefs and immersive industry days.
  • Independent Print Industries Association (IPIA): This body provides an annual sponsorship including student field trips to the Epson Innovation Centre in Watford, where students engage with live briefs and business challenges.
  • The Joint Committee on Mail (JICMAIL): Providing students with the opportunity to complete industry recognised Bronze-to-Gold micro-credentials while also utilising practitioner tools that are embedded into their pathways. Equipping them with new approaches to measure and assess communication effectiveness and supporting our evidence-based approach.

Academic and Industry Positions

Dr Chris Jones holds the following industry and academic positions: 

  • Senior Lecturer in Marketing Communications & Management - Ravensbourne University
  • Founder & Chief Effectiveness Officer - Ministry of Marketing Effectiveness (MOME)
  • Visiting Professor - University of the Commonwealth Caribbean

Policy Engagement

Dr Jones collaborates with Lewisham, Lambeth, and Greenwich Councils, translating his research into interventions that support Afro-Caribbean and other minoritised entrepreneurs.

Research & Publications

Dr Jones’s research explores how scarcity mindsets and structural inequalities shape marketing practices, with a focus on Afro-Caribbean entrepreneurs and the role of creativity as a transformative force.   

Selected publications and works include: