Sarah Percy

Sarah Percy

Assistant Professor in Marketing

Contact details

University of Birmingham Dubai
Dubai International Academic City
PO Box 341799
Dubai, UAE

Sarah has a wealth of marketing industry experience across the services and luxury goods sectors in the UK. In addition, she has taught a range of marketing subjects at both postgraduate and undergraduate level at prestigious Russell Group Universities in the UK.  Her PhD was in Innovation in Family Business.


  • PhD, University of Sheffield, 2015
  • MSc in International Marketing Management, University of Leeds, 2005
  • BSc (Hons) in Business Management, University of East Anglia, 2004


Sarah Percy is an Assistant Professor in Marketing at the Birmingham Business School, in Dubai.

Before joining the Dubai campus in 2022, Sarah worked as a Visiting Lecturer for the Birmingham Business School in both Singapore and the UK. Sarah’s last full-time industry role was as a Marketing and Communications Director for a luxury jewellery retailer in the UK.

While studying for her PhD, Sarah began teaching on a part-time basis at the University of Sheffield. In addition to over 11 years of marketing industry experience, Sarah has also been teaching a broad range of marketing subjects including principles of marketing, marketing communications, cotemporary marketing, brand management and international marketing to both undergraduate and postgraduate students over the past 9 years at both the University of Sheffield and the University of Birmingham.

Sarah’s research interests are in Family Business and Innovation and building the bridge between marketing theory and practice through authentic assessments and coaching. Sarah is also exploring the role of AI in higher education.

Sarah is currently the module lead for several subjects on the MSc Marketing programme as well as on the BSc Business Management with Marketing course.

She also leads the Dissertation and Company Project modules on the MSc Marketing programme.


  • Digital Marketing
  • Marketing Strategy
  • Marketing Strategy: From Implementation to Analysis
  • International Marketing 

Other activities

Freelance Marketing and Communications Consultant (April 2019- December 2020) 

Marketing and Communications Director (December 2010 -July 2015)