Alumni profile
James Sykes, Full-time MBA 1990
The flexibility to migrate from a specialist, technical background to a general commercial management role is one of the advantages experienced by James Sykes, aged 42, as a result of taking the Bradford MBA.
A former geologist, James - who studied on the full-time MBA programme - is now Marketing Director of a portfolio of spirits brands in the Asia Pacific Region. He devises market strategies and activation programmes for more than 20 brands across 15 markets, and employs marketing agencies, research agencies, product development partners and distribution and sales companies as third parties to execute the company's strategies.
"I have gained an all round understanding of the way any business works. You come out of the MBA able to talk a good game with anyone, and, if you're smart enough, able to act on what you've learned," said James.
"I chose Bradford because of the Northern 'spade is a spade' and sleeves rolled up mentality. There is a lot of criticism that an MBA is too far removed from the coal face. Whether or not this is the case, a location in the heart of the world's first industrial revolution is difficult to criticise on this front. It also suits my style, being a Northerner by birth and nature."
James has experienced a number of career highlights since completing his Bradford MBA including making a TV commercial for Ford in the UK which featured Steve McQueen in footage of the Bullet movie; receiving an award for vision and insight as a result of re-engineering the route to market for the Australian business in 2007; and gaining the Best Marketed Spirit in Australia award for Jim Beam Bourbon in 2006 and 2007.
"I would say to anyone thinking of doing an MBA that, while it's a classroom learning experience, the most rewarding aspect for me was the college of friends and contacts and shared experiences. Think of it like working amongst the brightest and most diverse colleagues you will ever get to work with, and value that experience accordingly," James added.