Adrian Payne

Adrian Payne is an Emeritus Professor at the University of New South Wales, with a focus on applying executive education to assist boards and senior management in implementing strategic initiatives. His professional career showcases extensive experience in marketing, strategic planning, and general management roles. Earlier in his career, he served as a Chief Executive for a manufacturing company and held senior corporate positions in strategic planning and marketing across both Australia and the UK. His broad expertise spans various sectors including professional services, financial services, telecoms, motor vehicle, utilities, and government.

He is the former Chairman of the Advisory Board for Vectia Limited (now Talent Vectia), a European consultancy firm, and has served as a Director of CRM Strategies Limited. Adrian is a frequent keynote speaker at corporate seminars and conferences globally. He is a prolific author, having penned fourteen books, including the foundational text on Relationship Marketing. His published works include “Strategic Customer Management” (Cambridge University Press), “The Handbook of CRM” (Elsevier Butterworth Heinemann), “Marketing Planning for Service Businesses” (Butterworth Heinemann), “CRM: Perspectives from the Market Place”, “Relationship Marketing: Creating Stakeholder Value” (Butterworth-Heinemann), and “The Essence of Services Marketing” (Prentice Hall). His academic journey also includes roles as Professor of Marketing, Director of the Master of Marketing program, and an AGSM Director of Studies at UNSW, along with positions at Cranfield University, UK, and the University of Melbourne Business School.

A Stanford University study recognized Adrian as one of the Global Top 2% of scientists and scholars. His research, pragmatic and applied, is documented in over 90 refereed articles and book chapters, alongside his 14 books. With over 25,000 citations, his work has been featured in leading journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Service Research. He has received numerous accolades, including the Journal of Marketing/Sheth Foundation award for long-term contribution to marketing and the ANZMAC/AMJ Industry Relevance Award. Adrian has conducted executive programs worldwide, consulted for over 100 organizations, including various banks, airlines, law firms, and the “big four” accounting firms, and worked with major brands like IBM, Mercedes-Benz, and Rolls-Royce.