Paddy is the Unilever Chaired Professor of Marketing and the Academic Director of the Emerging Markets Institute at INSEAD. Prior to INSEAD, he was on the business school faculty at Stanford and Washington University. He was also a Visiting Professor at the Wharton School of Business and Kellogg Graduate School of Management.

His research has received numerous awards including recognition as one of the Ten Most Influential Papers in Management Science's First Fifty Years (1954-2004) of publication.

He has consulted, served as expert witness and created Executive Education courses for companies ranging from multinationals (e.g., Hewlett-Packard, Nokia, Anheuser-Busch, Lufthansa, Target, Johnson & Johnson, Syngenta, OCBC, Westpac, etc.) to start-ups (e.g., Engage, Tyfone, Overstone, Eruditus, Mindseed, etc.) across N. America, Europe, Asia and Oceania.