Alexandra is one of our newest Regional Representatives, covering the Humberside, North West and South Yorkshire. Alexandra has worked in the pub industry for many years; starting at 14 years of age as a waitress in a gastro-pub in Huddersfield and then working behind bars in Huddersfield and Halifax. She has also helped her husband manage pubs for Bass (such as O’Neills) and in pub tenancies in Wolverhampton and Dudley. Alexandra is following the Community Action Group to transform her local pub (now closed) into a Community Pub owned by local people.
She is currently employed by Leeds Beckett University (formally Leeds Metropolitan University). Her research interests are in the areas of social marketing, alcohol retailing and alcohol advertising. Currently, she is working with the Universidad Leon in Spain reviewing alcoholic and non-alcoholic drinking behaviours. Alexandra has also worked on Corporate Social Responsibility and Future of Meetings projects with Meeting Professionals International (MPI) Dallas. She is also associated with responsible alcohol retailing and safer night-time economy projects working with the National Pubwatch, the Portman Group, British Institute of Innkeepers and Best Bar None. Alexandra was an FP7 European Commission Expert Evaluator and is an Editorial Advisor Board for the Journal of Advertising Research. Recent publications in this area include co-authored books entitled Ethics in the Alcohol Industry published by Palgrave and European Edition of Hoffman and Batesons Services Marketing text, published by Cengage.
In 2012 Alexandra led a Leeds Metropolitan University team in their comprehensive evaluation of Pubwatch in the UK, which provided important information on the impact that local Pubwatch schemes can have on the night time economy.