Kathryn Hayat

Over the years, I have worked with a broad array of UK and international companies, managing trade marketing communications, product contracting, and promotional campaigns - including exciting collaborations with Premier League football clubs. Today, these diverse experiences enrich my teaching and help me to understand the real-world challenges and opportunities my students face as they prepare to enter an ever-changing workforce.

I kickstarted my own career during a recession, which made me quickly learn to navigate challenging circumstances. Also, I was made redundant early on in my professional journey, which was daunting, yet it spurred me on to find new opportunities that shaped my evolving career. One of my proudest achievements was pioneering the use of Facebook for marketing communications back in the late 2000s, when most businesses were cautious about social media. That experience gave me invaluable insights into the dynamic nature of digital marketing and the importance of staying ahead of emerging trends. Some people think that working in social media is “easy”, and I’d like to dispel that myth. Effective digital marketing demands constant attention, agility, and strategic thinking as the goalposts shift daily. I therefore encourage my students to embrace this dynamic field with enthusiasm and realistic expectations.

In my academic work, I feel fortunate to work alongside passionate and inspiring colleagues and to engage with students from all over the globe. Having studied at UCB in its earlier incarnation as Birmingham College of Food, Tourism and Creative Studies (BCFTCS), I was deeply influenced by my inspirational lecturers. So, when the chance came to step into teaching at UCB, I embraced it wholeheartedly. Being part of UCB’s community feels like coming full circle, and I’m proud to contribute to a vibrant learning environment where creativity, innovation, and inclusivity thrive. 

My research has been published extensively, including important chapters on AI in hospitality and tourism, social media’s transformative role in B2B tourism distribution, and the evolving nature of digital communications. I’m fascinated by the power of generative AI to revolutionise business communications while recognising the complexities of managing its challenges. I’m also a Senior Fellow of the Higher Education Academy (HEA) and Associate Professor, with memberships in the Institute of Hospitality, Society of Education and Training, and an Associate Member of Enterprise Educators.