I am a Reader in the Department of Marketing and currently serve as Associate Dean (Learning Enhancement) for Strathclyde Business School.  I previously worked for many years as a marketing practitioner in the fast moving consumer goods and energy markets.

My academic practice integrates research, teaching and leadership around the themes of consumer and marketplace inclusion and I lead the Academy of Marketing Food Marketing Special Interest Group. I teach across undergraduate, honours and postgraduate programmes, with a particular focus on consumer behaviour, brand management and marketing communications. My teaching is strongly research-informed, drawing on my work on food insecurity, digital vulnerability, body image, and inclusive marketplace design to help students connect consumer theory to contemporary social and marketing challenges.

My research sits at the intersection of Consumer Culture Theory (CCT) and Transformative Consumer Research (TCR), with a sustained focus on inclusion and wellbeing. I examine how consumers navigate identity, care and constraint across contexts including food poverty, learning disabilities, digital harms, rural deprivation, parenting, and water insecurity.

I have led and contributed to interdisciplinary projects funded by the Academy of Marketing and Marketing Trust, Wellcome Trust Collaborative Cultures and ESRC Impact Accelerator, working with partners in health, social care, third-sector organisations and international institutions. My research informs community practice, policy debates and academic understanding of marketplace exclusion. Recent publications include work in European Journal of Marketing, Annals of Tourism Research, Marketing Theory, Journal of Public Policy and Marketing and Journal of Rural Studies.

I supervise doctoral research in digital culture, marketplace exclusion, food poverty and global risk.

• Consumer vulnerability, wellbeing & marketplace exclusion
• Digital culture, body image & algorithmic harm
• Food culture, insecurity & community health
• Learning disabilities, inclusion & participatory research methods
• Interpretive, qualitative and community-engaged methodologies
• Learning enhancement strategy, curriculum development & AACSB Assurance of Learning

I teach across undergraduate, honours and postgraduate levels, specialising in:

Consumer Culture - identity, motivation, perception, vulnerability, transitional consumption

Marketing Communications - creative strategy, agency collaboration, communication planning

Brand Management - brand equity, cultural branding, luxury, brand meaning and consumer -brand relationships

Advanced Qualitative Methods- particpatory methods, arts-based method and epistemic justice

I also contribute to staff development through Faculty-wide enhancement workshops and support for programme teams as part of my Associate Dean Learning Enhancement role.

LLB (Hons), University of Strathclyde

MBA, Heriot-Watt University

MRes, University of Strathclyde

PhD (Marketing/Consumer Culture), University of Strathclyde