James is dean of Aston University School of Optometry and has been a professor at the university since 2000. His main research areas are the development and evaluation of ophthalmic instrumentation, myopia management, contact lenses, intraocular lenses, presbyopia and the tear film. He is a national teaching fellow, has published more than 350 full peer-reviewed papers, and is the academic chair of the BCLA. James has been a strong advocate for the use of simulation in teaching and the clinical benefits this can bring.