Jemma Oeppen Hill

Jemma Oeppen Hill

Department: Senior Management

Office/Location: Cardiff School of Technologies, Llandaff Campus



Staff Overview

​Jemma Oeppen Hill began her academic career in 2010. Before this she held roles within marketing and account management for several high-profile fashion brands. Within academia, she is passionate about the student journey and student-centred curriculum design. She focuses on building programme identity and community, bringing industry into the classroom and authentic assessment. After joining Cardiff Met in 2016 she has been Programme Director in CSM, responsible for growing the BA (Hons) Fashion Marketing Management programme, and has since designed and validated the MSc Fashion Marketing Management and a second BA (Hons) in Fashion Buying and Brand Management. Since 2019 she has held a secondment role as Principal Lecturer in Quality Enhancement within The Quality Enhancement Directorate (QED), before joining Cardiff School of Technologies as Associate Dean Student Engagement in June 2021. 


Jemma’s passion lies within innovative teaching methods and student engagement in the learning environment. Within her teaching she has led on modules across the BA and MSc structure – primarily within Multi-Channel Marketing, Strategic Fashion Brand Management, Sustainability and Responsibility in Fashion and Consumer Behaviour. 

Supervising dissertations and final projects each year is always an exciting journey. The focus of the supervisions are predominately around brand management, the use of new technology within fashion marketing and communication, sustainability and supply chain management and user interaction in the retail space (virtual and physical).


Jemma’s research focuses on two main areas, the first of these is Educational Leadership. The focus of her current Doctorate of Education degree is on the role of the programme director. Within this exploring the complexity of this crucial but often misunderstood role within Higher Education and the importance of supporting the role to ensure a positive student experience. She is also currently undertaking research into sustainable management education, focused on embedding sustainability within the fashion curriculum. 

Her other focus is on the role of technology within the rapidly changing fashion industry. In particular exploring brand identity and communication through the COVID-19 pandemic (and beyond) and the ‘phygital’ consumer experience. 

Key Publications


Oeppen Hill, J. (2020) ‘Logos, Ethos, Pathos and the marketing of higher education’. Journal of Marketing in Higher Education. Vol 30.

Oeppen, J and Jamal, A. (2014) Collaborating for success: managerial perspectives on co-‑branding strategies in the fashion industry, Journal of Marketing Management, Vol. 30, No. 9-10, pp. 925 - 948.

Conference Presentations

Oeppen-Hill, J and Dee, I (2018) ‘Transitioning into Fashion. Tales of a cross-school module designed to simulate industry practice’. Cardiff Metropolitan University annual Learning and Teaching Conference.  

Oeppen Hill, J (2018) ‘Selling the Dream? The Use of Rhetoric in the Communication of Fashion Marketing Degree Programmes’. Advances in Management and Informatics Conference. Cardiff

Oeppen Hill, J (2017) ‘Marketing rhetoric as perpetuating (un)realistic expectations of the student customer’. 1st International Conference on Marketing (as) Rhetoric. Bournemouth.  

Oeppen, J (2015) ‘Celebrity Product Branding - A Multiple Perspective Case Study’ Academy of Marketing Doctoral Colloquium, Limerick.

Oeppen, J (2015) ‘Beyond Endorsement - A Case Study of Celebrity Brand Creation’. Academy of Marketing Conference, Limerick.

Oeppen, J (2014) ‘Celebrity Product Branding - A Multiple Perspective Case Study’ IMC 2014 ‑ International Marketing Conference, Edinburgh.

Oeppen, J and Jamal, A. (2013) ‘Collaborating for Success Managerial Perspectives on Co‑Branding Strategies in the Fashion Industry’. Academy of Marketing Conference, Cardiff. (Paper Awarded Best in Track for Brand Identity and Corporate Reputation)

Other Projects and activities

Jemma is a Member of the Chartered Institute of Marketing (MCIM) and sits on the Wales Regional Board as Education Ambassador. 

External Examiner roles in India, Germany and London.

Fellow of the Higher Education Academy.

External Links