I joined the School for Business and Society in 2023 as a lecturer in Marketing. I am part of the subject group of People, Operation and Marketing. I hold a master’s degree in International Business from St Andrews University and I was awarded PhD in Brand Management from Northumbria University in 2015. My doctoral research focused on brand management, specifically within the field of employer branding management. I have been a Fellow of the Higher Education Academy (FHEA) since 2016.
I have worked in Higher Education for the past 7 years. I led Postgraduate Business and Management programmes, overseeing the recruitment and management of a variety of PG programmes, including MSc Marketing, MSc International Business, MSc Entrepreneurship and MSc Leadership and Human Resource Management. I co-developed and led the professional programmes, including both UG and PG apprenticeship programmes of CMDA and ex-MBA. Additionally, other managerial role I have taken include chairing the ethics committee at my previous institution. This role involved leading the development and implementation of university research ethics plans and providing guidance and support for ethics submissions from academic staff member.
Programme Leader for the MSc Global Marketing programme (from April 2025)
My research interests focus on consumer brand behaviour and the influence of social events on brand behaviours. I look at how consumers establish emotional connections with brands and how these connections are shaped by the shifts in society. This includes situations such as brand reputation crisis and economic downturns that impact consumers’ purchase power. The context of my research spans across luxury brand and charity brand sector.
I welcome collaborations and I am interested in supervising PhD projects related to consumer brand behaviour studies, particularly exploring changes in brand behaviours within uncertainty social contexts.
Selected publications:
Conference Papers and Report
I have been teaching both postgraduate and undergraduates in the areas of marketing and global business in the past 7 years. I have developed and delivered a variety of modules related to marketing and global business, such as: Strategic Brand Management, Marketing Audit, Organisational Strategy, International Business Strategy and Global Business Issue.
Currently I am leading the modules of: