Carl has had long and varied experience in academic, marketing and leadership roles in public and private sectors. Having been a college head of business studies, he became marketing manager and subsequently a director of Coleg Menai. He was then appointed as the founding Marketing Director of Grwp Llandrillo Menai (group of colleges), with the challenge to create and roll out a unified brand, marketing strategy and ensure a consistent visual and digital voice.

The lure of independent working then proved irresistible, and he established himself in a consultant role to a diverse group of organisations, ranging from Colegau Cymru / Colleges Wales to a fast-growing travel company. He used his keen interest in economic, political and cultural affairs to inform decisions on strategic developments in the projects in which he has been involved. He has now taken another change of direction - back to teaching, which he loves. At Bangor University, he has been lecturing in Marketing (in Cymraeg), Marketing Strategy and Management, International Marketing and Operations Strategy.

In the field of marketing, his principal strength is communication through a variety of channels and media, and his particular interests are in branding and customer profiling. He has recently contributed a chapter to a Welsh language Marketing textbook aimed at under-graduate and professional marketing students.

He is also committed to volunteer roles as a member of the board of Agored, a validation body for vocational qualifications in Wales, member and chair of a primary and secondary school governing body, respectively, as well as the organising committee of Gwyl Felinheli festival.