Dr Harriet Gray
Lecturer
Optimisation and Stabilisation
Integration Management Office
Harriet Gray is a lecturer in Marketing and Wine Business at The University of Adelaide. Her research interests lie in understanding the role of purposeful brands in addressing societal issues and injustices. She graduated with a PhD exploring social purpose branding, a Bachelor’s Degree in Commerce majoring in Marketing and holds an Honours Degree of Bachelor of Commerce (First Class) from The University of Adelaide. Harriet's teaching experience includes Marketing Communications, Brand Management, International Marketing and Marketing Strategy. Harriet has strong ties to industry through her work as the Director of Marketing at TABOO Period Products. Her role at TABOO encompasses various responsibilities and tasks including marketing strategy, brand management, social media management, partnership management and e-commerce management.
Dr. Harriet Gray is a Lecturer in Marketing and Wine Business, in the School of Marketing, College of Business and Law at Adelaide University. Her research focuses on social purpose branding and ethical marketing, with a particular emphasis on the role of brands and marketing communications in engaging with social justice movements, addressing consumer vulnerability, and navigating the ethical complexities of influencer marketing. She also explores ethics and inclusion in the no and low-alcohol space. Harriet’s work has been published in leading journals, including the European Journal of Marketing. Drawing on her prior experience in the social enterprise sector, she integrates practical insights into her research to advance marketing practices that generate meaningful social impact.
| Date | Position | Institution name |
|---|---|---|
| 2025 - ongoing | Lecturer in Marketing and Wine Business | The University of Adelaide |
| 2019 - ongoing | Academic Tutor | The University of Adelaide |
| 2018 - 2022 | Director of Marketing | TABOO Period Products |
| Date | Type | Title | Institution Name | Country | Amount |
|---|---|---|---|---|---|
| 2025 | Award | Academy of Marketing Conference Best Overall Paper | Academy of Marketing | United Kingdom | - |
| 2025 | Award | Professor Michael J. Baker Annual Thesis Award | Academy of Marketing | United Kingdom | - |
| 2024 | Award | HDR Research Excellence Award | The University of Adelaide | Australia | - |
| Date | Institution name | Country | Title |
|---|---|---|---|
| 2020 - 2024 | The University of Adelaide | Australia | PhD |
| 2019 - 2019 | The University of Adelaide | Australia | Honours Degree of Bachelor of Commerce |
| 2016 - 2018 | The University of Adelaide | Australia | Bachelor of Commerce (Marketing) |
| Year | Citation |
|---|---|
| 2024 | Gray, H., Dolan, R., Wilkie, D., Conduit, J., & Burgess, A. (2024). Social Purpose Branding Approaches: A Typology of How Brands Engage with a Social Purpose. European Journal of Marketing, 58(5), 1207-1240. Scopus13 WoS12 |
| 2022 | Hugh, D. C., Dolan, R., Harrigan, P., & Gray, H. (2022). Influencer marketing effectiveness: the mechanisms that matter. European Journal of Marketing, 56(12), 3485-3515. Scopus77 WoS58 |
| Year | Citation |
|---|---|
| 2025 | Burgess, A., Sansome, K., Joubert, A., Matthews, D., & Gray, H. (2025). De-Influencing and Over-Consumption: Managing Ethical Contradictions in the Influencer Economy. In Proceedings of the 57th Academy of Marketing Conference Cork 2025 Saints and Scholars. Cork, Ireland. |
| 2025 | Burgess, A., Sansome, K., Joubert, A., Matthews, D., & Gray, H. (2025). The Paradox of Influencers in Shaping Ethical Consumption. In 2025 Consumer Culture Theory Conference. London, UK. |
| 2025 | Gray, H., Wilkie, D., Burgess, A., & Dolan, R. (2025). Social Purpose Branding: Linking Activism to Wellbeing. In ANZMAC 2025. Sydney, Australia. |
| 2024 | Burgess, A., Gray, H., & Wilkie, D. (2024). Consumer Vulnerability: Caught Under the Influence(rs). In ANZMAC, 2024 - AI for Sustainable Marketing: Bridging Innovation and Responsibility. Hobart, Australia. |
| 2024 | Gray, H., Burgess, A., Wilkie, D., & Dolan, R. (2024). From Social Media Activism to Wellbeing: A Sequential Mediation Model Leveraging Social Purpose Branding. In file:///Users/harrietgray/Downloads/AM2024-PROCEEDINGS-.pdf. Cork, Ireland. |
| 2024 | Burgess, A., Gray, H., & Wilkie, D. (2024). Beyond the Hype: Conceptualising Consumer Vulnerability And Harm In Influencer Marketing. In roceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium. Cardiff. |
| 2024 | Gray, H., Dolan, R., Wilkie, D., & Burgess, A. (2024). Who Cares About Purpose? Identifying Consumer Segments For Social Purpose Branding. In Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium. Cardiff. |
| 2022 | Gray, H., Wilkie, D., Dolan, R., & Conduit, J. (2022). A Typology of Purposeful Branding Approaches. In ANZMAC 2022, Reconnect and Reimaginne. Perth, Australia. |
| 2019 | Gray, H., Wilkie, D., & Dolan, R. (2019). Authenticity in social media sponsored posts. In 2019. Wellington. |
Postgraduate Lecturer and Course Coordinator
Research Project in Marketing (Part B)
Wine Business Research Project (Part B)
Marketing Management
Digital Media and Marketing Communications
Strategic Brand Management
| Date | Role | Research Topic | Location | Program | Supervision Type | Student Load | Student Name |
|---|---|---|---|---|---|---|---|
| 2025 - ongoing | Co-Supervisor | The Practice of Online Health Consumption | University of Adelaide | - | Honours | - | Teegan Lindsay |
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