Will Fleming started practicing his career in marketing in the mid 1980’s, initially working for British Gas Scotland in Marketing Planning and Marketing Research. He moved to Wales to become Neath Rugby Club’s first ever Commercial Manager. From here he moved to Swansea City Football Club as their Commercial Manager. He then took a change of direction from football and moved to the brewing industry when he became the Marketing Services Manager at Crown Buckley until he took up the post of Freetrade Marketing Manager at S.A. Brain & Co. in Cardiff. It was from here he entered academia as a Senior Lecturer in Marketing and Course Director for the Chartered Institute of Marketing (CIM) professional qualifications.
As a full member and designated Chartered Marketer of the CIM Will is a great advocate of the professional body. It is no surprise that his research interests are concentrated on the practicalities of implementing marketing within organisations and he has investigated the efficacy of promotional practices, the use of co-operative marketing strategies and the challenges within the field of marketing to meet the sustainability agenda.