Dr. Amanda Spry
Details
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College: School of Economics Finance & Marketing
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Department: Economics Finance & Marketing
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Campus: City Campus Australia
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[email protected]
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ORCID:
0000-0003-0922-4257
Open to
- Masters Research or PhD student supervision
About
Dr Amanda Spry is a marketing scholar whose research examines how brands operate as agents of societal change, with a focus on brand activism, transformative branding, brand purpose and brand equity. Amanda’s research is globally recognised and has shaped the direction and discourse of the brand activism field. She is the recipient of numerous accolades for citations and impact for her journal articles on brand activism and transformative branding - most notably as co-author of its most cited paper (950+ citations since 2020) and finalist for the 2024 Thomas C. Kinnear/Journal of Public Policy & Marketing Award.
Her work is published in leading A*/A/Q1 journals including the European Journal of Marketing, Industrial Marketing Management, Journal of Public Policy & Marketing, Journal of Macromarketing, Journal of Brand Management, Journal of Product & Brand Management and Journal of Interactive Advertising. She serves on the editorial review board of the European Journal of Marketing.
Amanda is building a strong international profile as a mid-career researcher. She has been invited to present her work at Oxford’s Saïd Business School, ISMS Marketing Science and Go8 institutions including The University of Adelaide and The University of Queensland. She has attracted over $200,000 in external funding, including from the British Academy/Leverhulme and through partnerships with SBS, Lifeblood and Visit Victoria.
Recognised by RMIT’s College of Business & Law for media contribution, she has also held multiple industry-facing leadership roles in the School of Economics, Finance and Marketing. Her track record in external engagement and research translation underpins a national and growing global reputation in purpose-led brand research.
Research fields
- 3506 Marketing
UN sustainable development goals
- 10 Reduced Inequalities
- 12 Responsible Consumption and Production
- 17 Partnerships for the Goals
Academic positions
- Senior Lecturer (Marketing)
- RMIT University
- Melbourne, Australia
- 1 Jan 2024 – Present
- Lecturer (Marketing)
- RMIT University
- Melbourne, Australia
- 2018 – 2023
- Lecturer (Marketing)
- Cardiff University
- Cardiff, United Kingdom
- 2015 – 2018
- Early Career Academic Fellow (Marketing)
- University of Melbourne
- Melbourne, Australia
- 2013 – 2015
- PhD Candidate (Marketing)
- University of Melbourne
- Melbourne, Australia
- 2009 – 2013
Non-academic positions
- Research consultant
- Colmar Brunton (now Kantar)
- Australia
- 2007 – 2009
Supervisor projects
- Mom entrepreneurs in Chinese social commerce
- 15 Dec 2023
- A Multi-dimensional Understanding of the Phenomenon of Transformative Branding within the Polarised Indian Marketplace
- 12 Jan 2023
Teaching interests
Dr Amanda Spry is an experienced marketing educator with a strong track record in undergraduate, postgraduate and MBA courses across Australia, Singapore and the UK.
At RMIT, Amanda has been responsible for the design, delivery and uplift of the undergraduate core course, Market Research, across Melbourne, Singapore and RMIT Online. She now leads Brand Strategy, a postgraduate course that draws on deep industry knowledge and strategic branding expertise.
Her teaching is defined by a dual emphasis on industry realism and academic rigour, brought to life through a co-designed curriculum developed with industry partners. Known for her empathetic, clear and conceptually grounded approach, Amanda excels at making complex ideas accessible and engaging. As the former WIL Coordinator for the School of Economics, Finance and Marketing, she initiated new events, resources and support systems to strengthen students’ job readiness and enhance the impact of industry-partnered learning. Her leadership in WIL and subject delivery reflects a commitment to applied, future-focused education that prepares students for the workplace.
Research interests
Brand activism
Brand purpose
Transformative branding
Brand equity
Celebrity endorsement
