Malcolm McDonald Consulting team

Our core team allows us to operate on international assignments.  We work closely with many other consultants around the world who have a strong belief in our approach.

Professor Malcolm McDonald

Professor Malcolm McDonald, Chairman
MA(Oxon) MSc PhD DLitt DSc

Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.

Malcolm is Chairman of Malcolm McDonald Consulting Ltd, and works with the operating boards of a number of the world’s leading multi-nationals.

Mr. Edmund Bradford

Edmund Bradford
BA(Hons), MBA, DipM, MCIM

Edmund Bradford is an author, consultant and games designer.  He has over 20 years of experience designing and implementing strategic initiatives around the world.

He has written extensively on the subjects of strategic account management and strategic marketing. In addition to his many articles he is also the co-author of Marketing Navigation: How to Keep Your Marketing Plans On Course to Implementation Success available on Amazon.

In addition to his consulting work, he produces simulation games to teach students and executives about sales and market strategy.  These games are now used in several universities on MBA, Masters and Undergraduate programmes.

His company experience includes work with Afton Chemicals, Brussels Airlines, Compass Group, GlaxoSmithKline, Jones Lang LaSalle, Lucas Aerospace (now Goodrich), LloydsTSB, Parker Hannifin Corporation, United Utilities and a host of small enterprises. At Compass Group, Edmund helped them win the 2013 Strategic Account Management Excellence Award from the highly respected Strategic Account Management Association, the first time this award has been given in Europe.

Mr. Edmund Bradford holds an MBA from Warwick University, England.

Mr. Nick Thomas

Nick Thomas
BA(Hons), MBA, DipM, FCIM

Nick Thomas has over 30 years of experience in the marketing field and has advised a large number of clients on assignments both in the UK and internationally including Europe, the Middle East, Africa and India.

He has deep experience of the property and construction industry but has also worked in many other sectors both as a senior executive and as a consultant.

His clients range from major players like Amec and Kier through to start-ups where he often works as a business coach. His areas of expertise include market segmentation, strategy, planning, research, feasibility studies, due diligence and key account management.

Prior to becoming a consultant, Nick worked in the oil, textiles and property industries and spent five years with venture capital group 3i.

He holds a degree in History, an MBA from Manchester Business School, a Diploma in Marketing and is a Fellow of the Chartered Institute of Marketing. He is also a coach for Young Enterprise (a UK charity that teaches school children about business).

Mr. Roger Byatt

Roger Byatt
BA Law & Public Policy, MA Marketing

Roger Byatt brings over 35 years business and academic experience to bear on projects. His working background encompasses both B2B and B2C markets.

Roger trained in customer insight and research but maintained a clear focus on producing actionable information that allowed him to move easily between senior marketing roles, for companies like Britannia Building Society and Barclays Bank. 

Roger maintains the consultancy practice in the UK, Europe, USA and Far East, with a client list that includes Friends Life, Lloyds Register of Shipping and Royal Caribbean International.  He is a specialist in information driven insights, and brings the tools of qualitative and quantitative research to bear on solving clients’ questions. These can range from business strategy to market entry, segmentation and product development.

Roger moved into the academic sphere at the turn of the century and is now a Senior Teaching Fellow at the University of Portsmouth.  He teaches sales and marketing courses in the business school.

Mr. Roger Byatt holds a degree in Law & Political Science with Economics, and MA in Marketing Management.  He is also a Fellow of the Chartered Institute of Marketing, a certified Member of the Market Research Society, and sits on the Board of the Global Sales Science Institute.

Dr. Florin Vladica

Dr. Florin Vladica
BEng, MBA, Executive MBA, PhD

Florin is a self – starter with more than twenty years of experience in business practice, executive management and corporate training.  He has taken his set of skills, knowledge and education, and a natural ability to interact with people from different cultures, to build a successful career in strategic marketing and sales.

As consultant, Florin provided relevant knowledge and expertise to a range of projects: regarding efforts to maximize return from marketing efforts at the point of sale for largest tobacco marketer in the world; regarding key initiatives to build effective sales teams and activities in Iraq, Jordan, Emirates, Qatar, Oman, Kuwait, China and Canada for the largest producer of cement in the world; regarding the development of a comprehensive e-learning package for small business owners in New Brunswick, Canada; and regarding how can small and big organizations use information systems to collect, structure, analyze and disseminate sales and market data.

As trainer, Florin has served major brands such as Marlboro, Chesterfield, L&M, Ballantines, Philips, Jim Beam, Wuerth, Lafarge, Lysol and Calgon. The track of successes, while employed by Philip Morris, includes courses delivered in Romania, Serbia, Macedonia, Slovenia and Croatia.  He was Project Manager for sales information systems, nationwide retail census in Romania, and for L&M American Cinema and Marlboro Music Tour. 

 Dr. Florin Vladica holds a PhD in Communication, an engineering degree in radio navigation, an MBA in e-business and an Executive MBA from Universities in Canada, United States and Romania.

Mr Hussam Asmar

Hussam Asmar
BA(Hons), MSc, DipM, MCIM, Chartered Marketer

Hussam Asmar has extensive senior marketing experience in both the Middle East and Europe. 

His employment experience includes the role of Marketing & Strategy Manager for Lafarge, where he played a major role in establishing the strategic marketing department and leading the change toward a market-driven organization. Previously, at Unilever, Hussam was Brand Building Manager, covering $40 Mio. of branded products and controlling a marketing budget of $4 Mio.

His consultancy practice and engagements includes roles as marketing consultant and interim manager for companies such as Nestle, STS, Alfaparf, Munir Sukhtian Group, Nasser Group and Pro Group.

Hussam also taught market research and strategic marketing courses at Yarmouk University in Jordan, as well as various workshops for the United Nations, The British Council, The UK’s Chartered Institute of Marketing (CIM) and USAID.  He has published research papers in the European Marketing Conference and the Journal of International Marketing Management.

Mr. Hussam Asmar holds a degree in Marketing & Accounting from Yarmouk University, a Masters degree in International Marketing from the University of Strathclyde in the UK, and a Postgraduate Diploma in Marketing from the CIM. He is a Chartered Marketer and member of the Chartered Institute of Marketing.