I have been Assisstant Professor in Digital Marketing at Edinburgh Business School, Heriot-Watt University since January 2024. I completed a PhD and an MLitt in Marketing at the University of St Andrews. Prior to joing Heriot-Watt University, I was a Lecturer in Marketing at Abertay University, Dundee. I am also a Fellow of Higher Education Academy and hold a PGCert in Higher Education Teaching. 

I am currently Programme Director for MSc Digital Marketing and MSc Digital Marketing with Advanced Practice. My current teaching includes courses in the area of digital marketing, digital marketing analytics and customer experience. 

My current research interests revolve around digital marketing, message strategies on social media, online communities, sustainable behaviour, and digital consumer behaviour.

I also have experience working with the industry, having received funding for and worked as academic supervisor on a Knowledge Transfer Partnership (KTP) in the area of digital marketing strategy.