Staff Profile
Dr Winojith Sanjeewa
Lecturer in Marketing, Course Leader: Events and Experience Management BA (Hons), Athena Swan Co-Institutional Lead.
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Qualifications: BA, MA, PhD, SFHEA
I’m passionate about transforming classrooms into vibrant communities of opportunity. As Course Leader of the BA (Hons) Events and Experience Management at York Business School, I focus on shaping a learning environment that is academically rigorous, culturally diverse, and genuinely inclusive. My approach is centred on preparing students to thrive as confident, capable professionals with a global perspective.
Originally from South Asia and now based in the heart of York, I bring a global perspective to my work—grounded in rich lived experience and driven by a mission to empower every student. As a proud member of the Black, Minority Ethnic and Asian (BMEA) communities, my background deeply informs my teaching and leadership. I strive to cultivate socially just and inclusive learning environments where all students feel seen, supported, and inspired.
Beyond academia, I play an active role in bridging the gap between university and industry. I work closely with professional business networks across the UK, fostering a wide range of employer partnerships that directly support student placements, guest lectures, and collaborative initiatives. This ongoing engagement ensures the curriculum remains industry-relevant, embedding real-world assessments that equip students with meaningful, career-oriented experiences.
My leadership style harmonises warmth with innovation. I’ve spearheaded landmark events—including Diversity Festival, the annual Winter Ball, and the Black Rainbow Cabaret—that celebrate student creativity while serving as powerful platforms for experiential learning and inclusion. Each initiative reflects my commitment to showcasing diverse voices, fostering equity, and creating meaningful spaces for expression.
I’m honoured to have received recognition through several accolades for my contributions to education and community engagement:
- Outstanding Feedback (2022)
- Most Supportive Staff Member (2023)
- Inspirational Staff Member (2024)
- Vice Chancellor’s Award for Excellence (2025)
- School – York Business School
- Email – W.sanjeewa@yorksj.ac.uk
- Phone – 01904 876 969
- Postgraduate Research Supervisor
Further information
Teaching
With a dynamic academic career spanning esteemed institutions in the UK, Sri Lanka, India, and Singapore, I bring a rich, international perspective to my teaching practice. This global experience has not only refined my pedagogical approach but also empowered me to connect meaningfully with diverse cohorts of undergraduate and postgraduate students.
As Course Leader of the Events and Experience Management BA (Hons) programme, I shape curriculum design, guide academic strategy, and mentor students to thrive in the evolving events industry.
I actively contribute to a wide range of modules through both lead teaching and collaborative delivery with fellow academic staff. My areas of expertise span business strategy, events management, marketing, diversity, and leadership. Modules taught include:
Business and Management
- Operations and Project Management (3BMB01)
- Business Enterprise (BMB3003M)
- Developing a Business Research Project (3BMB11)
- Strategic Decisions for Sports and Events Business (BMB6003M)
Events and Experience
- The Global Events Industry (BME4001)
- Event Planning and Development (BME4002M)
- Managing Events (BME5001M)
Marketing and Consumer Strategy
- Principles of Marketing (BMM4001M)
- Football Marketing Strategy (BMM5008M)
- Developing the Customer Experience (BMM6005M)
- Social Media, Content, and Branding (BMM6012M)
Leadership and Inclusion
- Leading Global Business (BMI4002M)
- Managing Diversity and Inclusion in the Technological Revolution (BMH5001M)
Hospitality and Professional Development
- Hospitality and Service Operations (BMN5019M)
- Career Development and Employability (BMW5003M)
- Professional Placement (BMW5001M)
Research and Dissertation Supervision
- Research Investigation (BMR6001M)
- Capstone Project (MBB7010M)
Research
I am a Lecturer in Marketing at York Business School, where my academic journey has been shaped by a passion for cultural insight, sustainability, and global collaboration. My early research focused on the creative cultural industries, with my PhD exploring how artistes contribute to ethno-religious cohesion and challenge socio-cultural norms.
With teaching experience spanning distinguished institutions in the UK, India, and Sri Lanka, I bring a truly international perspective to pedagogy. My approach centres on inclusive, interdisciplinary engagement, informed by diverse educational landscapes.
Marketing and social media remain among my strongest passions, with a specialist focus on qualitative research and ethnographic methods. My academic partnerships across South East Asia have enabled me to lead and contribute to over 30 conferences, workshops, and publications—empowering both students and colleagues through global collaboration and knowledge exchange.
These networks have also shaped project management opportunities, allowing me to translate academic research into practical, actionable outcomes.
As both a scholar and practitioner, I actively engage in ongoing professional development. My research is deeply rooted in intersectional enquiry, examining the interwoven influences of race, ethnicity, gender identity and sexuality across educational and societal spheres.
I lead several pioneering initiatives that explore identity, inclusion and heritage:
- Sustaining Cultural Heritage and Strengthening the BMEA Diaspora (QR Funding 2023–24): Examines migration, identity preservation and collaborative integration.
- Place Attachment in Sport Societies (Students as Researchers 2023–24): Investigates belonging and participation among BMEA students.
- Navigating Pride (QR Funding 2025–26): Explores LGBTQ+ event spaces and their role in fostering inclusive dialogue.
- ‘Black Rainbow’: BAME and LGBTQ+ Student Experiences at YSJU (2024–25): Analyses the layered impact of intersecting identities on well-being and inclusion.
These initiatives not only enrich academic discourse but actively shape institutional practice. In 2025, my work was showcased at Posters in Parliament, where I represented York St John University in presenting student-led research to UK policymakers.
I also serve as Co-Director of the Responsible Marketing Research Group, collaborating with global partners to turn research into tangible social, educational and industrial change.
Publications and Conferences
Thesis
Sanjeewa, W. 2018 The performing artistes in Sri Lanka: the contribution to ethno-religious cohesion through their shaping and challenging of socio-cultural norms. PhD thesis, University of Leeds. https://etheses.whiterose.ac.uk/23691/
Journal articles
Sanjeewa, W. 2021. What influence do the Sri Lankan Folk theatre and Dance traditions have on Sri Lankan society? | Technium Social Sciences Journal (techniumscience.com)
Book
Sanjeewa, W. 2006 .The Study of Sri Lankan Dance and Instrumental Music as Portrayed in Sri Lankan Visual Arts , S Godage publishers , Colombo, Sri Lanka
Book chapter
Sanjeewa, W. 2009.The Social Status of Ancient Artist in Sri Lanka. In:Kumarasinghe, K. (ed), Wimal Dissanayake and the Communication World, Colombo. Sri Lanka
Book reviews
Sanjeewa, W. 2016. https://www.academia.edu/25905971/DANCE_AND_THE_NATION.
Conference presentations
Sanjeewa, W. 2007. Issues Surrounding Sri Lankan Dance Drama. Proceedings of the 9th Annual Research Symposium, University of Kelaniya, Sri Lanka
Sanjeewa, W. 2008. Kuweni Asna and Sri Lankan Kandyan Dance. Proceedings of the 10th Annual Research Symposium, University of Kelaniya, Sri Lanka
Sanjeewa, W. 2014. Dance and Gender. York St John University Postgraduate Research Methodologies Conference, UK
Sanjeewa, W. 2014. Multiplicity of Ethnic Identity and Performing Arts in the Sri Lankan Diaspora. Conference, India
Sanjeewa, W. 2015. Masculinity, Homosexuality and Contemporary male dancer, North Wales.
Sanjeewa, W. 2015. Buddhism and performing artist: Sinhala Dance, Music and Ritual. Theatre and Performance Conference University of Central Lancashire, Preston,
Sanjeewa, W. 2016.The dance school under the boo tree: the performing artist in Sri Lanka. The 3rd Global Arts and Sciences Society Conference. Paris, France.
Sanjeewa, W. 2016. Dance tradition: Bharathanatyam Dance as a medium of health and well-being. 4th International Conference of the British Association for the Study of Spirituality. Manchester, UK.
Sanjeewa, W.2016. Historical perspective of gender typed participation in the performing arts. Conference. California, USA
Sanjeewa, W.2017. Sri Lankan Performing Artiste and the concept of Cross Dressing: Goddess and Rural Women. India.
Sanjeewa, W.2019. Gender norms: When men dance. Conference, UK
Production
- 2002: Grahanaya, Sri Lanka
- 2005: Swapna, (Dream) Dance Drama Production, India
- 2005: Fundraising cultural show for the Cancer Patient, Sri Lanka
- 2006: Bhawanga, Sri Lanka
- 2014: The Other Day, Russia
- 2014: Sorry, Poland
- 2011: Tell me the truth, UK
- 2012: South Asian cultural show in aid of save the children’s campaign ‘No Child Born to Die’, York St John University, UK
- 2013: Ta ka di mi, York Theatre Royal, York, UK
- 2014: Me and H(im), Netherlands
- 2014: Yesterday, Today and Tomorrow, Slovenia
- 2015: Yesterday, Today and Tomorrow, Croatia
- 2015: Yesterday, Today and Tomorrow, Austria
- 2015: 'OM', USA
- 2016: Sand, France
- 2016: Yes, I am, Belgium
- 2016: Sand, Poland
- 2017: Sri Lankan Mask Theatre, Spain
- 2017: Do Not Feed the Crow, Italy
- 2017: Footnotes, United Arab Emirates
Professional Activities
As a Lecturer and Course Leader, I have led the design, validation, and delivery of several core modules across the Events, Hospitality, and Tourism Management programmes. My academic contribution extends both institutionally and nationally, with an emphasis on inclusive curriculum development, authentic assessments, and employer engagement.
My professional ethos centres on widening participation and levelling access to Higher Education. I have actively organised outreach initiatives aimed at enhancing awareness within underrepresented communities, including BAME, LGBTQ+ students, and championing inclusive practice within the sector. My efforts also encompass advocacy for equitable admissions processes and enhanced student support services.
I proudly serve as Athena Swan Co-Institutional Lead at York St John University, helping to embed gender equity principles across academic policy and practice. My governance roles include membership of several strategic committees:
- YBS Ethics Committee
- Student Appeals and Conduct Committee
- University Education Committee
- EDI Governance & Impact Group
- Academic Insights Group (Outcomes & Progression)
- Yorkshire Accord Coaching Network
These roles allow me to contribute meaningfully to quality assurance, ethical oversight, and academic progression at university level.
Beyond the institution, I maintain strong ties with national and regional professional bodies:
- Senior Fellow of the Higher Education Academy (SFHEA)
- Member of The Chartered Institute of Marketing (CIM)
- Member of The Chartered Management Institute (CMI)
- Affiliate of UKAT – UK Advising and Tutoring
- Engaged Contributor to The Business of Fashion
I also mentor emerging academics and professionals through the U-Connect Diversity Mentoring Programme, and serve on the Steering Group of the West and North Yorkshire Chamber Hospitality Forum - connecting academia with industry and shaping regional hospitality and tourism development.
