Meet our exceptional team

Edmund Bradford

BA(Hons), MBA, DipM
Managing Director

Edmund is an educator and entrepreneur in sustainable business growth.

He has over 30 years of experience supporting strategic growth programs around the world.

In addition to running Market2Win, he is also:

A Teaching Associate at Warwick Business School (part of Warwick University) England, supporting teaching on their prestigious MBA, Business Management and Strategic Marketing masters programs
Guest lecturer at several universities in the UK and globally
A former Tutor at Swansea University in Wales and former lecturer at FuDan University and other universities in Shanghai, China
Co-Founder: The Sustainability World Cup. This innovative program to find the sustainability champions of the future was launched in 2024 and was a Finalist in the European Digital Mindset Awards that year.
An experienced judge at various UK and international business awards

He has written extensively on the subjects of strategic account management, strategic marketing and sustainability. 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 (also available on Amazon).

Edmund is the chief designer of all of Market2Win’s simulations. These simulation games teach students and executives about sustainable, market-driven growth and are used in both universities and corporations.

He is also a highly experienced business consultant. His company experience includes work with many famous global brands in a variety of industries and countries. His work with Compass Group plc helped them win an Excellence Award for collaboration. He also enjoys supporting small businesses and start-up entrepreneurs who are the backbone of many economies.

Ed is a qualified marketer with a degree in economics and an MBA from Warwick University, England.

Dr Noel Dennis

BA (Hons), MSc, DProf, DipM, CertHE
Head of Academic Collaboration

Noel has over 15 years of leadership experience in higher education.

He is an accomplished management educator and has successfully taught at all levels in higher education. With a particular focus on executive learners, he is credited with leading the development of one of the first transdisciplinary MBA courses in the UK.

Noel has a rich experience in leading various portfolios including learning and teaching, curriculum development as well as strategic marketing and recruitment.

In addition to his long career in education, he is a professional jazz musician and uses his experience as an improviser to provide a unique perspective on strategic management and leadership issues. He has gained international recognition for his work in combining these areas and is a prolific author with extensive publications.

Noel is a Senior Fellow of Advance HE, a qualified marketer and holds a Masters in Enterprise & Multimedia and a DProf in Strategic Marketing & Jazz from Middlesex University.

Ian Helps

MBA
Chief Sustainability Officer

Ian is a highly experienced educator, leader and qualified sustainability champion.

He has a passion to change the way we think and operate, to create a much better world for people and nature.

He is an Advisory Board Member at Cranfield University and has been heavily involved in developing degree programmes at Middlesex University.

His professional experience spans roles from R&D to sales, from strategy to operations and from consultancy to Board-level leadership. He has worked in – and with – globally renowned brands across over 50 countries, backed by over 35 years’ experience in supporting leaders, sales professionals and entrepreneurs to achieve exceptional outcomes.

Ian is a qualified Climate Ambassador through MIT, an expert for Cambridge University Carbonthirteen’s climate venture accelerator and is also a part-time Faculty Member at Ampleforth Abbey.

Dr Kaouther Kooli

BSc, MA, PhD, PG CertEd
Head of Learner Experience

Kaouther has over 30 years of experience in designing and delivering education programmes to diverse learners in both academia and industry.

This includes teaching, supervision, mentoring and evaluation of learner outcomes and satisfaction at all levels at an international level. In particular, Kaouther is keen to promote learning that fits with the organization’s values, strategy, and regulatory requirements whilst implementing innovative teaching methods that foster engagement, learning and the use of digital applications.

She is the recipient of an Education Excellence Award, an Excellence in Education for Sustainable Education Award and a previous winner of an international Market2Win simulation competition.

Kaouther is also a prolific researcher, published author, speaker, events organizer and senior editor. She sits on numerous panels including the judging panel for the DMA Awards organized by the Digital Marketing Association.

She has a PhD from the University of Tunis El Manar and an MA in Education Practice from Bournemouth University.

Professor Leila Lunguleac-Bardasuc

MA x 2, PhD x 2, BBA
Program Lead & CMO,
The Sustainability World Cup

Leila is a passionate strategist, entrepreneur and innovator in education, especially in how to use digital technology to deliver more sustainable growth.

She is Co-Founder of The Sustainability World Cup and leads Market2Win’s activities in growing this highly innovative, educational program.

Leila works collaboratively with both universities and businesses. On the academic side, she teaches business transformation, digital strategy, project management, business management and marketing at Universidad Europea in Spain. Her research interests include designing innovative learning experiences, activities and courses that stimulate creativity, sustainable approach, collaboration, and strategic thinking. She is also an experienced coach and mentor to students.

On the business side, she is the Founder of The Strategy of Kindness, a champion of Industry 4.0 and formerly Head of Partnerships at Connects. In addition, she is an experienced consultant and enjoys helping businesses of all sizes apply sustainable practices to achieve better business growth.

She has two PhDs, two Masters and a degree in Business Administration.

Professor Malcolm McDonald

MA(Oxon) MSc Ph.D. DLitt DSc
Chairman

Malcolm is a world famous strategic growth expert.

He is Emeritus Professor at the Cranfield University School of Management and an Honorary Professor at both the Henley School of Management and at Warwick Business School.

Malcolm has written over 50 books and more than one hundred articles and papers.

In his long and distinguished career, he has combined his exceptional academic achievements with extensive industrial experience, including many years as Marketing and Sales Director of Canada Dry and later as Chairman of Brand Finance, one the world’s leading brand valuation consultancies.

Malcolm is a great believer in the importance of maintaining close links between academic rigour and commercial application. He has spent much of his life working with the operating boards of the world’s biggest multinational companies around the world and has supported the leadership teams of many global brands through teaching, consulting, research and best practice clubs.

He has also worked extensively with many small to medium enterprises (SMEs) and has hundreds of references from their leaders saying how attendance at his Masterclasses has changed their business and personal lives for good.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University and has a PhD from Cranfield University.

Andreas Pilz

Diplom-Ingenieur (MSc) Aerospace Engineering
Head of Business Collaboration

Andreas has over 20 years’ experience of developing collaborative business relationships. In his distinguished career at companies like Airbus he has developed many strong business partnerships both internally and externally. These include multi-functional, multi-business unit and multi-national collaborations with customers, partners and suppliers.

He is a highly motivated educator, change agent and strategic, conceptional thinker with a background in engineering, project management, bid management, business development, governance, key account management, sales and strategy.

At Airbus Defence & Space, he was responsible for developing and governing the global strategic account management programme including the training for their account and sales managers using the SAM2Win simulation. He also provides coaching on sales and bid management to other frontline staff and senior executives combining best practices models with practical implications. He enjoys working with companies of all sizes in different industries and is highly experienced in dealing with very complex organizations focusing on new customers, new markets and/or new products.

He is also keen to help businesses navigate the rapidly changing rules for defence procurement across Europe with his “business meets people” mindset.

Andreas is a passionate believer in the importance of people to a successful business relationship and has earned a strong reputation for motivating and developing them.

To share and return knowledge to young professionals, he lectures at the University of Esslingen (Hochschule Esslingen), Graduate School in Germany and is also Scientific Director at the Carl Crantz Society (Carl-Crantz-Gesellschaft e.V.) near Munich.

Andreas holds a masters in Aerospace Aviation and Engineering from the Technical University Munich (TUM).

Dr Florin Vladica

BEng, MBA, PhD
Senior Instructor

Florin has over 25 years of international experience in business growth, spanning both industry and academia.

On the industry side, he has held senior executive positions driving sustainable growth in businesses in a variety of sectors in North America, Europe, the Middle East and Asia. His work has covered many areas including sales, marketing, strategy, project management and IT. He is very conscious of cultural differences and is a passionate believer in enabling others to do better. To this effect, he has organized and delivered training programs for organizations around the world.

On the academic side, he has taught at several universities including the University of Portsmouth, England and the University of Doha for Science and Technology (UDST) in Qatar, where he currently lives.

Florin holds a PhD in Communication from Ryerson Universities in Toronto, an MBA in e-business from the University of New Brunswick (Canada), an Executive MBA from ASEBUSS Bucharest & University of Washington (Seattle) and an engineering degree in radio navigation.

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