Photo of Ms. Kardi Somerfield

Ms. Kardi Somerfield

  • Job title: Senior Lecturer in Marketing
  • Department: Marketing & Entrepreneurship

General information

Kardi moved to Northampton from North Yorkshire to study European Business Studies at (then) Nene College. Upon graduating she started her career in newspaper advertising, before moving to a marketing role in a Fine Art Publisher.

In 1998 Kardi joined marketing agency Carlson Marketing Group as an Account Executive. Kardi was at Carlson for 11 years in account handling roles rising to the role of Client Partner. Specialising in Relationship Marketing, her clients included Shell, MBNA, Goldfish, Marsh and Global One Telecoms - for which her team won the DTI's Export for Industry award. During this time she completed her Institute of Direct Marketing Diploma.

In 2008 Kardi made the move client-side as Head of Loyalty at premium health club group Esporta. This varied role saw her implementing a new loyalty strategy, managing a call centre, managing customer communications by email and SMS and producing and directing videos.

While at Carlson, Kardi began guest lecturing at The University of Northampton and encouraging colleagues to do so, which she continued to do upon moving to Esporta. Kardi joined the staff at Northampton University in February 2010.


Kardi's research and consultancy interests are in the area of Relationship Marketing, Loyalty Programmes and new media - in particular social networking.


Jump to: 2018 | 2013


  1. Somerfield, K., Mortimer, K. and Evans, G. (2018) The relevance of images in user generated content. A mixed method study of when and why major brands retweet. International Journal of Internet Marketing and Advertising (IJIMA). 1477-5212. (Accepted)


  1. Somerfield, K. and Maxwell, R. (2013) Sticky stuff: creating engaging VLE content. Workshop presented to: Blackboard Teaching & Learning Conference, Aston University, Birmingham, 08-10 April 2013. (Unpublished)
This list was generated from NECTAR on Fri Aug 17 15:02:47 2018 BST.

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