I am associate Professor of Marketing at University of Bradford. I am currently co-founder and advisor for edtech startup Phdscanner.com.
I joined the School of Management at the University of Bradford in September 2019 as a Lecturer in Marketing. I hold a PhD in Business Management and an MBA (with distinction) from Swansea University. My research focuses on social media and online consumer behaviour, and I have published and presented in leading journals and conferences, including Information Systems Frontiers, International Journal of Information Management, Journal of Advances in Management Research, EMAC, and PACIS.
Before academia, I worked for four years in the banking and financial services industry across the Middle East and India. Later, I joined award-winning educational start-up flintobox.com as founding member. I am also a member of the British Academy of Management (BAM), European Marketing Academy (EMAC), and the Association for Information Systems (AIS).