I am currently the Director of Assurance of Learning and Associate Head for Learning, Teaching and Assessment at the J.E. Cairnes School of Business and Economics.

I joined the Marketing Discipline in February 2021 as a Lecturer in Marketing having previously held a Senior Lecturer in Marketing role at Lancaster University and various fractional lecturing posts at Nottingham Business School, Nottingham University Business School, and the University of Leicester.

I am a member of the Academy of Marketing Science, and the Academy of Marketing, and a Fellow of the Higher Education Academy.

Before commencing my academic journey, I worked in various roles across a range of services sectors including mobile communications, fashion, and retail. In particular, I worked with the UKs first sector-specific Environmental Management Scheme (EMS) for Higher Education, which was funded by the Higher Education Funding Council for England (HEFCE) and the European Regional Development Fund (ERDF).

My research to date has been published in academic journals such as theAnnals of Tourism Research, Tourism Management, Journal of Travel Research, Journal of Business Research, and Marketing Theory.  I was the co-track chair for the 43rd Annual Macromarketing Conference (2018) stream titled: Tourism, Sustainability, and Community Wellbeing track. I have offered commentaries based on my research expertise for Sky News (Feb, 2018) as well as the consumer affairs programme 'You and Yours' on BBC Radio 4 (April 2019). My work has received press attention such as the Irish Times, Irish Independent, USA Northern California, Marketing Business Week, thedrum.com, Snappii, and Computer Weekly among others.

I completed my Ph.D. at Nottingham University Business School in 2012. My Ph.D. thesis explored the concept of emotion and its role in consumers ethical choices through the theoretical lens of Goldies (2009) phenomenological perspective of emotion. This perspective aims to understand emotional encounters, what is felt or what it feels like, as part of an individuals everyday life. It concentrates on developing the subjective nature of emotional experiences.

Areas of interest include: Consumer Behaviour, Hedonic Consumption Ethical Consumption ,Emotions, Services Marketing Theory, Tourism Marketing. I am interested in supervising students in the following research areas : Consumer Behaviour and ethical Consumption, Hedonic Experiential Consumption Practices, Sustainability and consumption, and time and consumption