Marketing and Sales


Professor Brendan Dineen

  • Role Title: Visiting Professor
  • Address: IBM UK Limited Hursley Park Winchester Hampshire SO21 2JN
  • Telephone: 02392 844064
  • Email:
  • Department: Marketing and Sales
  • Faculty: Portsmouth Business School


I have been a senior member of the Marketing Executive Team at IBM for more than 10 Years. In this timeI have held a variety of positions including two years based at the Corporation’s Headquarters in Armonk, New York where I developed and implemented global strategy in the area of routes to market. On returning from the US, I was appointed Chief Marketing Officer for IBM in the UK, Ireland and South Africa for several years, successfully promoting focus on demonstrable return on marketing investment (profiled in “The Marketer”, March 2011. I am currently the Director of Marketing at IBM responsible for Demand Generation.

I recently spent two years on secondment from IBM to The Mayor of London’s business team (Think London) as Director of the 2012 Games. In this role I was asked to develop and implement the marketing strategy London has used to attract Foreign Direct Investment into the capital as a result of the games. During this time I worked around the world including an extended period in China advising Mayors, Government Ministers, Ambassadors and UKTI Consul Generals on marketing techniques. I am proud that the strategy has proved to deliver results that have exceeded all previous games and continues to mentor a number of the London 2012 team I worked with.

Outside of IBM I am a Board Member of the IBM (UK) Trust which is separate IBM Company where a small board team are responsible for overseeing the operations of all IBM’s Corporate and Social Responsibility activities across Europe, the Middle East and Africa.

Whilst in the US I also worked with the Direct Marketing Association of North America promoting best practice. I am an active supporter of the Chartered Institute of Marketing.  I speak at Regional CIM Events and was a keynote speaker at the CIM Annual Conference in November 2012.