Dr Sarah-Louise Mitchell

PhD, Pass with No Corrections (Henley Business School, 2016), MBA (London Business School, 1993), BA (Hons) in Economics (Exeter University, 1988), PGCAP (Postgraduate Certificate of Academic Practice) Pass with Distinction, (University of Gloucestershire, 2016)

Senior Lecturer in Marketing

Oxford Brookes Business School

Sarah-Louise Mitchell


Dr. Sarah-Louise Mitchell is Senior Lecturer in Marketing at Oxford Brookes University, UK. She holds a PhD from Henley Business School and MBA from London Business School. Her primary area of research focuses on providing academic insight for the non-profit sector, particularly understanding the role of brand for nonprofit organisations through mapping stakeholder decision-making behaviour, decoding nonprofit brand storytelling and exploring charity brand touch-points. Previous, she worked for nearly 20 years in senior roles across consumer goods, food retail and nonprofit organisations, for companies such as Tesco, Twinings, Reckett & Colman and Tate & Lyle. Her experience includes strategic portfolio planning, new product development, market research, and communication campaigns. 

Teaching and supervision


Modules taught

  • Introduction to Principles of Marketing
  • Professional Practice

Leading, teaching and writing both modules.


Dissertation (both for marketing and business), Client Projects and qualified for PHD supervision but waiting for right candidate.


Building on my experience in marketing practice, my research stream focuses on providing impact primarily to the non-profit sector to support organisations to strengthen their marketing capabilities. My PhD focused on understanding why volunteers choose one charity brand over another. My current British Academy research is exploring when charity-charity collaborations become brands in their own right. In addition, I am interested in brand communications, storytelling, customer journeys and stakeholder engagement. 

Research impact

Two papers returned to Ref (2021), four published journal articles so far. 

Projects as Principal Investigator, or Lead Academic if project is led by another Institution

  • Mission-based collaboration and its impact on nonprofit brands (01/04/2020 - 31/10/2022), funded by: British Academy, funding amount received by Brookes: £5,155


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Professional information

Memberships of professional bodies

  • Fellow of Royal Society of Arts
  • Fellow of Worshipful Company of Marketors
  • Fellow of the Higher Education Authority
  • Fellow of the Chartered Institute of Marketing
  • (pending, due May 2021) Awarded Freedom of the City of London
  • Member of CharityComms
  • Member of Academy of Marketing
  • Member of British Academy of Management


Extensive - but regularly present and review for Academy of Marketing (leading a workshop this year), British Academy of Management (on the Marketing & Retail committee for this), and Global Brand Conference. Also this year will attend ARNOVA (USA), Theory & Practice in Marketing (USA) and CharityComms annual conference (UK).

Further details

  • Award (July 2017)  Academy of Marketing Early Career Research grant, value £4,200 to investigate nonprofit brand typicality vs differentiation positioning on corporate websites.
  • Awards (Sept 2013) Full postgraduate studentship, Henley Business School , value £62,00 to fund PhD research into the role of brand in the non-profit sector.
  • Winner (Sept 2016) Best paper award (Marketing & Retail), British Academy of Management Conference.
  • Winner (Nov 2015) Henley Business School Doctoral Conference. Won the award for best overall presentation of research at the Henley Business School PhD Conference.
  • Winner (July 2015)  Best Paper Award (Brand Identity and Reputation track) - Academy of Marketing Conference 2015.
  • Winner (July 2014) 3 Minute Thesis Competition, University of Reading (University wide competition that rewards succinct presentation of research topic to non-specialist audience).