Paul is a former senior partner at PricewaterhouseCoopers LLP, where he specialised in technology enabled process transformation for a wide range of industries and clients. He worked as a partner for 17 years until 31 December 2016, when he retired and became an academic.
Paul is a Professor of Marketing based in the Faculty of Business and Law at Manchester Metropolitan University (MMU). His research interests are primarily in Business-to-business (B2B) buying and group decision making, but his expertise spans marketing research and analytics, digital marketing, complex statistical modelling and business applications of Artificial intelligence (AI) and machine learning.
Paul is a Board advisor to multiple large and small organisations, including a leading global professional services firm and multiple United Kingdom (UK) Small and medium-sized enterprises (SMEs).