Lecturer in Global Business at the University of South Wales, with responsibilities spanning curriculum development, academic research, and student support. Teaching and engagement activities remain deeply informed by a strong foundation in industry practice.

Previous experience includes working as a Digital Marketing Strategist with a global data and insights company, overseeing digital campaigns for multiple B2C brands and more than 150 websites. Roles involved campaign execution, performance analysis, online community management, and brand reputation strategy. Proficient in tools such as Adobe Campaign, Sprout Social, Tableau, SQL, and Google Analytics.

Additional experience includes leading digital strategy and CRM optimisation in technical recruitment, developing and launching accessible websites for NGOs in the UK and USA, and producing data-driven insights as a Data Analyst in the public sector. Background also includes agency experience in social media strategy, content development, and digital performance optimisation.

Research focuses on user experience, consumer behaviour, digital engagement, and innovation in emerging markets. Current projects explore the ethical and behavioural dimensions of artificial intelligence adoption in PropTech and digital service delivery, as well as the intersection of sustainability and UX design. One such project, Designing for Sustainability: The Role of User Experience in Guiding Eco-Friendly Consumer Choices in Digital Marketing, investigates how interface design can influence sustainable consumer behaviour.

Research contributions aim to inform both scholarly discourse and professional practice, particularly in areas related to trust, inclusion, digital transformation, and the design of meaningful user experiences in technology-mediated environments.

With a cross-disciplinary background in digital strategy, user experience, and international marketing. Senior Fellow of the Higher Education Academy and Chartered Marketer, combining academic rigour with robust professional experience across public, private, and third-sector environments. Teaching and research practice focus on bridging theory with applied learning, with a strong commitment to inclusive, industry-facing education.

Contributions to curriculum development on the MBA Global programme include the integration of experiential learning methods, digital tools, and global sustainability themes. Teaching philosophy is underpinned by the belief that education should empower learners to navigate real-world complexity with confidence and creativity.