My research expertise lies in marketing and consumer behaviour, with a particular emphasis on generating societal impact. My research has evolved from examining risky consumer behaviours, including smoking and binge drinking, to broader place-based challenges encompassing place attachment, regional economic development and sustainable tourism in Northwest Wales.

I am Associate Editor for Marketing Intelligence & Planning and co-editor of an upcoming special issue: "Place-Based Approaches for Sustainable Consumer Behaviour" in Behavioural Sciences.

I have been awarded several grants from funders including the Welsh Government, British Academy/Leverhulme and Innovate UK in either the capacity of Principal Investigator or Co-Investigator. 

Undergraduate Teaching

ASB-1601/ADB-1661 Professional Skills in Marketing / Sgiliau Proffesiynol mewn Marchnata.

ASB/ADB-2520 Marketing and Social Media Communications / Marchnata a Chyfathrebu’n defnyddio’r Cyfryngau Cymdeithasol.

Postgraduate Teaching

ASB/ABJ-4440 Consumer Behaviour in a Global & Digital World.

Supervisor for undergraduate and postgraduate dissertations.

ASB-4032 Professional Competence for Marketing Education and Employment.

PhD Supervisor

One current student, three completed.

Location: Room 0.03 Hen Goleg

E-mail: [email protected]

Sara Parry is a Senior Lecturer in Marketing at The Albert Gubay Business School (August 2016-Present), previously Lecturer in Marketing (February 2010-July 2016) and Welsh Teaching Fellow (September 2008-February 2010). She obtained her PhD in Marketing at Bangor University in 2008. Her research has appeared in many internationally recognised journals such as Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and British Journal of Management.

Sara is currently Associate Editor of Marketing Intelligence & Planning.

Roles within The Albert Gubay Business School:

• Subject Lead for Business, Management, Marketing and Tourism Programmes (overseeing seven undergraduate programmes and five postgraduate programmes).
• Programme Leader for BSc Marketing.
• Chartered Institute of Marketing (CIM) Academic Lead.
• Management Board member for Rhanbarth Research Centre.
• 'Understanding Consumers' Research Planning Group Lead.
• Personal tutor.
• Convener of Access Scholarships for Local Schools (Business Studies).

Previously held roles:

• Director of Postgraduate Taught Marketing Programmes overseesing three programmes: MA Business and Marketing, MBA International Marketing and MSc Consumer and Digital Marketing Analytics.
• Chair of Athena SWAN Self Assessment Team (SAT).
• Equality, Diversity and Sustainability Lead.
• Year 2 Lead and Exam Board Chair.

I am willing to supervise exceptional PhD students in the following research areas: Risky consumer behaviours such as alcohol consumption, vaping and smoking; Social media marketing; sustainability and place-related research.

Funding Awarded:

BA Leverhulme Small Grants (£10k), "Nudging for nature: reducing single-use litter through smart behavioural design" (with Dr Sonya Hanna, Dr Greame Pearce). Co Investigator.

Innovate UK (£109K) "North East Wales Industrial Decarbonisation" (with Professor Michael Butler and Dr Siwan Mitchelmore). Co Investigator.

LPIP Rural Wales (£30k) "Promoting Cultural Resilience and Wellbeing in Eryri National Park". (with Dr Lynda Yorke and Dr Sonya Hanna). Co Investigator.

Skills and Innovation Voucher (£5k) "Review of a local SMEs's current digital and social media marketing approach" Principal Investigator.

Skills and Innovation Voucher (£5k) with Dr Siwan Mitchelmore "Growth opportunities at Nant Gwrtheyrn". Co Investigator.

Welsh Government (£20k) "A review of the Welsh Government’s Tobacco Control Delivery Plan and the effectiveness of its activities". with Dr Edward Shiu and Dr Charlotte Rimmer. Principal Investigator.

Capitalising on the Slate Landscape UNESCO World Heritage Site and the Development of Sustainable and Regenerative Tourism in Northwest Wales, awarded £20,000 by Bangor Impact and Innovation Award (August 2022 -July 2023). Principal Investigator. See https://www.bangor.ac.uk/slate-landscape for further information.

Anglesey residents’ views on ‘Energy Island’: An exploratory study, awarded £1500 by College Seed Fund (March 2022-September 2022). Co-Investigator.

Lucozade and Litter: how can we prevent single-use plastic pollution, awarded £10,000 by NERC discipline-hopping scheme (January 2022 - May 2022). Co-Investigator.

Bangor University Teaching Fellowship, July 2023

Fellow of the Higher Education Academy

Member of Chartered Institute of Marketing (CIM)

Member of Chartered Management Institute (CMI)

Non Executive Director for MPW Making Places Work: https://mpwmakingplaceswork.co.uk/

Member of Academy of Marketing (AoM)

External Examiner for a Welsh medium module on the BSc Business Management at Cardiff University: ‘Rheoli Busnes Bach’

External Examiner for Cardiff Business School: MSc Strategic Marketing (2022-2026).

External Adviser for Queen Mary University of London: Two-Year MSc Marketing with Integrated Graduate Diploma (2024)

Member of Management Board for Places of Climate Change (PloCC) Research Centre, Bangor University.

Member of the Business and Management Panel, Coleg Cymraeg Cenedlaethol