
Dr Chris Jones DBA, SFHEA, MBA, MA, BA
Currently reading: Academic Leadership
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.
- 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:
- Jones, C. (2025). Marketing in the Margins: How Scarcity Mindsets Impact Creative Strategy Among Afro-Caribbean Entrepreneurs. Journal of Innovation, Entrepreneurship and Technology for Global Competitiveness, June Issue (ISSN 0799-7086).
- Black Magic Marketing: Afro-Caribbean Entrepreneurs’ Marketing Practices (Black Magic Marketing, Myth or Material? An examination of Marketing Effectiveness within the Afro-Caribbean Entrepreneurial Community in The South of London. - SURE)
- Creativity: The Cure for Resource-Constrained Businesses (forthcoming, 2026) A major book synthesising academic research, industry evidence, and behavioural science. The book introduces the concept of Creative Capital, positioning creativity as a powerful equaliser for SMEs and under-resourced enterprises.
- Marketing in the Margins (2025, under review at leading peer-reviewed journals) reframes entrepreneurial adaptation through behavioural economics and effectiveness frameworks.
- Jones, C. (in preparation, 2026). Does Creativity Pay Off for SMEs? A study drawing on SME cases and benchmarks from IPA Effectiveness Awards campaigns. This paper explores how creativity acts as a driver of profitability and growth for resource-constrained enterprises.