Contact Dr Annmarie Hanlon


Dr Hanlon is an academic and practitioner in strategic digital marketing and the application of social media for business.

Her PhD investigated benefits and outcomes of social media marketing within organisations for which she was awarded the Mais Scholarship. Originally a graduate in French and Linguistics from University of London, Annmarie studied for the Chartered Institute of Marketing Diploma and won the Worshipful Company of Marketors’ award for the best results worldwide. She gained a Master’s in Business Administration, focusing on marketing planning and achieved a distinction for the Chartered Institute of Marketing’s E-Marketing Award.

Prior to joining Cranfield Dr Hanlon was Programme Director for the University of Derby’s BSc (Hons) Marketing (Digital) and Course Leader for Social Media Management on the International Executive MBA programme at the University of St Gallen. She is the past Senior Examiner for Digital Strategy for the Chartered Institute of Marketing, where she contributed to the initial module development, module specification, assignment creation and managing a team of examiners.

Dr Hanlon has expertise in the strategic application of social media for business and the move from digitization, to digitalization and digital transformation for business. Her expertise spans consumer touch points, online customer service, the use of reviews, the role of influencers, online engagement and digital content. She has run her own consultancy for over twenty years and is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. 

Research opportunities

I am exploring: digital transformation within organisations, the role of MarTech; how influencer content impacts engagement; unethical behaviour in social media, deceptive marketing and the role of digital in B2B markets.

Current activities

My passion is the application of digital marketing in a business context. For more than 25 years I have worked as a practitioner across many sectors, from IT to pharmaceutical, manufacturing to financial services, enabling organisations to adopt digital marketing and business practices.

The combination of digital marketing practice and academic knowledge has led to the publication of several texts, including Digital Marketing, Strategic Planning & Integration, as well as two reference books: The SAGE Handbook of Digital Marketing and The SAGE Handbook of Social Media Marketing.

I teach on the MSc Strategic Marketing and the Exec MSc in Marketing and Leadership (Level 7 Apprenticeship). I am module leader for Digital and Social Media Marketing and Understanding Markets and Competitors and also co-supervise DBA and PhD candidates. 

I have advised other universities on digital marketing issues; Ulster University, as External Examiner for the BSc Customer Contact Management, and deliver social media in practice sessions for Aston University, Oxford University and UCL.

Outside my teaching in Cranfield, I am involved with the Worshipful Company of Marketors, a modern city livery company for marketing professionals and a judge for the Financial Services Forum Marketing Effectiveness Awards.


Over the last twenty years Dr Hanlon has worked on marketing consultancy projects in the UK, Europe, Hong Kong and the United States, in sectors including construction, legal and tax services, software, financial services, pharmaceuticals, communications, health, leisure, media and IT. In addition to practical consultancy, she has delivered executive training in Digital Strategy and social media for companies including:

Aston University

Discovery Channel



Haymarket Publishing

Small Luxury Hotels of the World


Conference Papers

  • Ring C, Marcos Cuevas J & Hanlon A (2022) Leading the adoption of Professional Social Networking Sites (PSNS) within B2B salesforces: a scoping study.. In: GSSI 2022; Creating Value for Customers and Companies in a Changing World, Franfurt, Germany, 8-11 June 2022.
  • Hanlon A. & Jones K. and Lawson A. (2019) A Social Media Affordances Maturity Scale for Organisations (forthcoming). In: BAM 2019: Building and Sustaining High Performance Organisations in Uncertain Times: Challenges and Opportunities, Birmingham, 3-5 September 2019.
  • Hanlon A & Foster C (2018) Technology mediated online service interactions in travel companies: Select software sensibly. In: THE INC (Tourism Hospitality & Events International Conference), Buxton, 26-28 June 2018.
  • Hanlon A, Longbottom D & Lawson A (2016) The radical marketing manifesto. Say sorry and adopt software. In: Academy of Marketing Conference 2016, Newcastle, 4-7 July 2016.
  • Hanlon A, Longbottom D & Lawson A (2015) A framework for social media network selection to add value to business to consumer companies. In: Academy of Marketing Conference, Limerick, 7-9 July 2015.


  • Hanlon A, Tuten TL (eds), (2022) The SAGE handbook of social media marketing, SAGE.
  • Hanlon A, Tuten TL (eds), (2022) The SAGE handbook of digital marketing, SAGE.
  • Hanlon A (2022) The digital marketing planner: Your step-by-step guide. SAGE Publications Ltd..
  • Hanlon A (2022) Digital marketing: Strategic planning & integration. SAGE Publications Ltd, ed. 2nd.
  • Hanlon A (2020) Chapter 31: Ethics in Digital Marketing and Social Media. In: The SAGE Handbook of Marketing Ethics, SAGE, p. 424-443.
  • Hanlon A (2019) Digital Marketing: Strategic Planning & Integration. London: SAGE Publications.
  • Hanlon A (2018) Social Media Marketing. In: Marketing Graffiti, Oxford: Routledge.
  • Hanlon A (2016) Market Sensing via Social Media. In: Alternative Market Research Methods: Market Sensing, Oxford: Routledge.
  • Hanlon A (2014) Quick Win Social Media Marketing. Cork, Ireland: Oak Tree Press.
  • Hanlon A (2009) Quick Win Marketing. Cork, Ireland: Oak Tree Press.
  • Hanlon A & Akins J (2009) Quick Win Digital Marketing. Cork, Ireland: Oak Tree Press.