Our 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 The Malcolm McDonald Academy, and works with the operating boards of a number of the world’s leading multi-nationals.

Mr. Edmund Bradford

Edmund Bradford, Director
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.

Ms Pamela Peterson

Pamela M Peterson

Pamela serves as the Managing Director for the Americas. In addition to curriculum development, teaching and research she also coordinates consulting engagements with Delivery Partners.

She has more than 30 years of diversified experience in sales, strategy, strategic account management and marketing at the global level with a proven track record of driving long-term sustainable growth. Her industry expertise includes professional service firms and industrial and durable goods manufacturers ranging in size from start-ups to Fortune 100 corporations. She has significant experience managing complex initiatives across highly matrixed organizations with multiple stakeholders.

Equally conversant in the sales and marketing disciplines she specializes in defining and executing go-to-market strategy, linking sales to strategy, identifying and capitalizing on new product and market opportunities, building brand equity and creating viable sales enablement tools. Pamela is recognized for her ability to grow sales, market share and margins in both the core markets and in adjacent markets.

Also, she has a strong background in higher education and has spent over 10 years researching, developing courses and teaching sales, global account management and marketing courses at American universities.

Along with Professor Noel Capon, Columbia University and Kent Kubie, Nutanix she is writing a new book - Selling by the Numbers; Financial Investigation and Analysis©.

Prior to this, she served as the Global Marketing Lead for Accenture’s Security Practice. Her responsibilities included leading and managing all the marketing and business development initiatives as well the Practice’s joint ventures and strategic alliances. 

Ms. Peterson received her MBA from the University of Chicago, Booth School of Business.