Roles and Responsibilities 

• Course Leader: International Marketing (Undergraduate)
• Course Leader: International Marketing (Postgraduate)
• Tutor: Global Challenges for Business (Undergraduate 1st year)
• Tutor: Marketing (Undergraduate 2nd year)
• MSc Dissertation Supervisor
• Undergraduate Dissertation Supervisor
• Personal Tutor 

Background

I joined the UEBS as a lecturer in Marketing in 2020. I began my academic career as a lecturer at the University of Stirling before moving to the United States where I was an Associate Teaching Professor at Northeastern University in Boston. 

Research Interests 

I'm a marketing academic interested in optimising communication. Using theoretical approaches from psychology and media and communication studies I look to find the best way for consumers and providers to communicate. I'm interested in a variety of contemporary contexts including: food (alternative meats), food influencers and patient involvement in technology. I apply the research method that's needed to answer the research question so often perform qualitative and quantative data analysis. 

Current projects examine food influencers looking at sources of online credibility and expertise; the alternative meat product makret and how message framing might encourage conusmers to try these new food items. My healthcare projects are centred around patient perpsectives of AI in the operating room (a recently funded project area).

School Profile Page

I'm a marketing academic interested in optimising communication. Using theoretical approaches from psychology and media and communication studies I look to find the best way for consumers and providers to communicate. I'm interested in a variety of contemporary contexts including: food (alternative meats), food influencers and patient involvement in technology. I apply the research method that's needed to answer the research question so often perform qualitative and quantative data analysis.