Marketing and Sales


Photo of Dr Sarah Turnbull

Dr Sarah Turnbull

  • Qualifications: Phd MBA MSc DipM FCIM DipCAM FHEA
  • Role Title: Senior Lecturer, DBA Director.
  • Address: Richmond Building Portland Street Portsmouth PO1 3DE
  • Telephone: 02392844701
  • Email:
  • Department: Marketing and Sales
  • Faculty: Faculty of Business and Law


Before joining the university I spent 15 years working as a practitioner in advertising agencies both in London and Dubai. I began my career in account management in a global agency group in London where I gained extensive international experience on a number of  leading FMCG, service and business-to-business accounts. My airline experience led to my appointment as Client Services Director on the Emirates account and I moved to Dubai where I managed the advertising account for 8 years.

In addition to my responsibility for global campaign management on a number of the airline brands, I was responsible for all the Middle East markets. My role required extensive travel throughout the Middle East, including Jordan, Kuwait, Lebanon, Oman, Qatar and Syria. As well as responsibility for the Emirates passenger, Emirates Sky Cargo, Emirates Recruitment and Emirates Holidays account, I managed a number of prestigious government accounts such as Dubai Ports Authority, Dubai World Trade Centre and Jebel Ali Free Zone.  My experience and knowledge of the Middle East has lead to me speaking at a number of conferences in the region on business-to-business relationships in the Middle East and Islamic markets.

In addition to my time in the Middle East I have also spent two years in San Diego where I worked on an advertising research project investigating the advantages and disadvantages of advertising standardisation in Middle East markets, which was published in an International Journal.

Teaching Responsibilities

My teaching includes advertising and creative development. I also coordinate MA Marketing Dissertations.


My main research interest is in advertising and I have published a number of studies on the advertising industry in the UK and the Middle East in international journals.  In addition I have contributed to industry publications in the UK and United Arab Emirates. My book contributions include viewpoints about current industry topics including agency pitches and employability in the advertising industry.

My current research is in the area of advertising creativity. My recent study on creative development within UK advertising agencies identifies a seven-step model of the advertising creative process. The study also highlights the extensive validation that takes place during the process. I am currently investigating advertising messages and I have a number of book contributions on messages and creativity including the use of storytelling in advertising and guilt appeals.

I have also written on Islamic ethics within advertising and contributed to a book on Islamic Marketing looking at the role of Islamic brand communication.


Research profile

Explore my research profile, publications and activities on the Portsmouth Research Portal

View profile