Gordon Fletcher is Director of the Business 4.0 Directorate in Salford Business School and currently seconded as the School's lead for research. Gordon’s research focuses on the implementation, development and impact of effective digital business practices. This has included a digital marketing focus with the evaluation of keyword categorisations and arguing for the need to professionalise digital marketing as an ethical practice. This work is consolidated into the text “Digital and Social Media Marketing” (Routledge, 2nd ed, 2020). He has also undertaken strategic digital transformation work with a range of SMEs in the North West of England particularly the specific cultural and technical challenges that must be addressed. This work is captured in "Strategic Digital Transfromation" (Routledge, 2020). A third book “Creating a Successful Digital Presence” (Routledge, 2021) focuses on the skills needed for graduate employability and graduates engaging with SMEs in their first role. This book is unusual in that it is not discipline specific but rather focuses on developing individual skills and the needs of startups and SMEs to create an effective strategic digital presence.