Current
Associate Professor in Marketing Analytics
Serves as Associate Professor in Marketing Analytics at Birkbeck, University of London, with programme leadership across marketing analytics and management with marketing.
Team Profile
Dr. Ammar Sammour
Chairman at Alliance Works.
Inside AWGroups
Dr. Ammar Sammour
ChairmanAmmar Sammour brings over two decades of experience in leadership, strategy, and international consulting. As Chairman of AWGroups, he oversees global partnerships, drives strategic growth, and ensures the delivery of innovative, high-impact solutions across key sectors including AI, sustainability, and digital transformation. His vision and leadership continue to shape the future of Alliance Works.
Key Contributions
- Academic Leadership at Birkbeck: Successfully led the launch and growth of two postgraduate programs - MSc in Management with Marketing and MSc in Marketing Analytics - aligning curriculum with market demands.
- Global Branding Research: Conducted influential postdoctoral research on corporate brand heritage and identity at Brunel University London, shaping academic discourse on branding and sustainability.
- Strategic Department Head: As Head of the Marketing Subject Group, Ammar has driven academic quality, staff mentorship, and interdisciplinary integration at Birkbeck's School of Business.
- Educator & Mentor: Over a decade of experience teaching undergraduate and postgraduate students across UK institutions, specializing in brand management, innovation, and digital strategy.
- Cross-Sector Experience: Worked with diverse partners across higher education and industry to bridge academic rigor with real-world marketing applications and digital transformation initiatives.
Beyond the Resume
- Philosophy: "Education is a tool to empower innovation. My work revolves around creating systems where learning fuels impact."
- Passion Project: Designing the Marketing Analytics MSc from scratch - blending academic depth with cutting-edge tools like data modeling, AI, and visualization platforms.
- Personal Lens: Grew up valuing purpose and precision - which continues to shape his approach to strategic leadership, mentoring, and ethics in education.
- Beyond the Desk: Ammar finds balance in travel, often attending and presenting at international academic conferences - and is passionate about exploring the intersection of culture and technology.
- Current Focus: Advancing AI-integrated learning frameworks for marketing and management students in a post-pandemic world.
Professional Timeline
Career milestones and public professional details.
October 2014 - November 2017
Postdoctoral Researcher, Brunel University London
Conducted advanced research on corporate brand management, heritage branding, brand identity, innovation, and strategic brand communication.
Earlier Academic Appointments
Assistant Professor in Marketing
Held Assistant Professor roles at Coventry University, Brunel University London, and universities in Jordan and the Middle East.
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