Anisa Appleby-Byrne

I am a senior marketing, commercial and business leader with nearly 30 years’ international experience, combining strong academic and professional qualifications with extensive real-world marketing expertise.

I hold a CIM Professional Postgraduate Diploma, an MSc in International Business, an LLB in Law, and have completed the Executive Leadership Programme at Saïd Business School, University of Oxford. My career spans senior marketing, product, strategy and commercial leadership roles across global organisations and markets.

I have extensive experience in demand generation and growth, bringing together multiple marketing disciplines including digital and performance marketing, SEO, paid media, content, brand, product marketing, propositions, customer marketing, sales enablement and lead generation. In my current leadership role, I work across wider commercial disciplines, providing practical insight into how marketing connects with sales, product, customer experience, technology and overall business strategy. I also use AI within modern marketing, including content development, customer insight, campaign optimisation, personalisation and improving marketing effectiveness.

My lessons are designed to make marketing engaging and relevant. We can take set questions, assignments or syllabus topics and apply them to real businesses and situations, exploring how marketing decisions would actually be made. For example, we might build a segmentation strategy for a new product, develop a demand-generation campaign, evaluate a real brand’s positioning, or consider how AI could improve a marketing strategy.