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I began my academic journey at the Â鶹ÊÓƵ as an undergraduate student in the Department of Media & Communication, graduating with a BSc in Media Communication and Society and an MSc in Media and Communication Research Methods. In 2009, I was awarded a Graduate Research Assistant scholarship, during which I contributed to various research projects while pursuing my PhD. In 2015, I was awarded a PhD for my thesis, 'Thrift and the Value of Scarce Resources'.

After completing my PhD, I joined the School of Business as a part-time tutor, transitioning to a Teaching Fellow in Marketing in 2015. In 2017, I became a Lecturer in Marketing, and in 2023, I was promoted to my current role as Associate Professor of Marketing.

I have held several leadership roles in education within the School. These include serving as Programme Lead for the PGT suite and as Departmental Director of Learning and Teaching for the Marketing Innovation Strategy and Operations (MISO) department. In this role, I oversaw undergraduate, postgraduate taught (PGT), and distance learning (DL) programmes within MISO, working closely with the School Education Committee and Programme Leads to enhance the student experience. I was also responsible for implementing ULSB and wider university education strategies, quality assurance processes, programme reviews, and new programme development.

In 2024, with the creation of the new College of Business, I was appointed Deputy Dean of Education. In this role, I collaborate with the four schools within the College to develop and enhance our education offerings. My responsibilities include key areas such as Annual Programme Reviews (APR), curriculum planning cycles, PGT reviews, and supporting the enhancement and development of educational initiatives across the College.

My discipline research interests sit in the field of marketing. Specifically focusing on cultural consumption and production and exploring how value and market formation occurs through these processes. My research draws on cultural studies consumer research and new economic sociology. Key areas of interest include cultural intermediation, concepts of value (including thrift and 'mundane' market activities), food and family practices and the impact of media and the creative industries more broadly.

I am also interested in pedagogical research across areas of assessment practice, student experience and developing learning and teaching strategy.

I am currently supervising a number of PhD students who are developing exciting projects:

• Alejandro Ramirez: Crafting Culinary Identities: The Artistry and Creativity of Technology Design and Implementation in Fine Dining - An Actor-Network Theory Perspective
• Nada Mohamed: Understanding the psychological underpinnings of generation-specific UGC within the fashion context—a revisit to social identity theory

A number of my students have recently graduated following successful completion of their studies:

• Mostafa Saadeldin: Islamic Marketing Perspective on Intergenerational Consumption Practices: An Ethnographic Study of Muslim Consumers in Egypt
• Luoman Zhang: Chinese Alcohol and the Struggle Abroad
  
   

I am keen to hear from potential PhD candidates whose topics reflect my research interests broadly around the following areas:

Cultural production including work focused on cultural intermediary occupations

The cultural economy and the creative industries

Value and market formation

Notions of taste

Food culture and practices

I  contribute to teaching on marketing modules and dissertation supervision at both undergraduate and postgraduate level.

Current teaching activities include:

MN1002 Principles of Marketing (Module Conveynor and Lecturer)

MN3106 Production of Consumer Culture (Module lead, Lecturer and Seminar lead)

MN3204 Marketing Dissertation (Workshop Delivery)

Dissertation Supervision across:

Campus based (undergraduate and postgraduate)

Distance learning (MSc/MBA)

I am happy to contacted in relation to the following areas:

Creative Industries

Cultural Economy

Creative Marketing

Consumption patterns

Invited guest talks:

"Curriculum Development - Stepped Marking and Rubrics: Overcoming the pain of explaining your marking". 27th June 2024, University of East London.

'Does theory still matter in the marketing curriculum?: Balancing theory and practice for employability'. Presented at CABS Learning teaching and student experience conference. ICC Wales, 22-23 May 2023.

‘Food writers as ‘proxy consumers’: the self as a device for occupational legitimacy.’ Presented at CAMEo Mediating Cultural Work: Texts Objects & Politics Stamford Court Â鶹ÊÓƵ 6th - 8th September 2017.

‘Managing conflicting obligations: Negotiating the value of thrift in domestic food provisioning.’ Presented at European Sociological Association - 13th ESA Conference (Un)Making Europe Capitalism Solidarities Subjectivities. Athens 29th - 1st September 2017.

‘A case study of consumption amongst readers of Food Magazines: Consuming magazines food and the cultural value thrift’. Presented at European Sociological Association - 11th ESA Conference Crisis Critique and Change Turin 28th - 31st August 2013.

‘Cooking up Plating up and Eating the Cultural Value of Thrift: Exploring thrift through the lens of food magazines’. Poster presentation at the Consumer Culture Theory Conference Saïd Business School University of Oxford 16th - 19th August 2012. 

Fellow of the Higher Education Academy (FHEA)

PhD, Â鶹ÊÓƵ 2105.

MSc Media and Communication Research, Â鶹ÊÓƵ 2009.

BSc Media, Communication and Society. Â鶹ÊÓƵ 2008.