Senior Lecturer, Head of Year for level 4 (first years), and EDI Cultural Inclusion Champion within the Faculty of Business and Law in marketing and entrepreneurship disciplines covering a range of areas including: digital marketing, advertising media, public relations, data analytics and visualisation, fan engagement in sports, professional marketing skills, brand management, entrepreneurial marketing, innovation, creativity and problem solving, and international marketing strategy.

Particular areas of interest are: creativity, AI, sports, technology, gaming, business resilience, sustainability, data visualisation, and occupational health and safety.

My research interests lie at the intersection of strategic marketing and emerging technologies, with a particular focus on their application within start-ups, SMEs, and social enterprises. I am deeply interested in how integrated marketing communications can be optimised through the use of AI and IoT, particularly in resource-constrained environments, to deliver impactful results on a budget.

In addition, I explore the dynamic and evolving landscape of marketing within the gaming and sports industries, investigating how these sectors can leverage strategic marketing techniques to enhance brand engagement and audience loyalty. My work also examines the role of innovation in driving business resilience and improving workplace health and wellbeing, particularly within organisations committed to social impact.

This multidisciplinary approach enables me to contribute valuable insights into how organisations, regardless of size or sector, can adapt and thrive in an increasingly complex and competitive marketplace.