I am a researcher and digital marketer passionate about integrating creativity and technology to drive meaningful customer engagement and deliver compelling brand experiences. My expertise lies in researching emerging technologies—particularly marketing automation and immersive experiences—using a variety of research methods.

My research explores customer experiences in digital contexts, focusing on how emerging technologies enhance relationships and drive positive outcomes. I am particularly interested in AI, automation, and their role in fostering engagement and behaviour change in business environments. More recently, I have examined immersive experiences, investigating how virtual environments contribute to inclusive service design and improve user well-being.

I have contributed to several research projects, including “Effective Consumer Engagement” (2021–2022) for the Scottish Government, where I analysed data from the United Nations COP26 climate conference to develop public engagement strategies focused on energy decarbonisation. In 2024, I worked on “Exploring the Role of the Metaverse in a Health Charity's Digital Retail Strategy”, designing and developing a virtual reality platform to promote heart health and engage affected communities in new and innovative ways.

My PhD research examined how B2B organisations across industries leverage marketing automation to enhance customer engagement, leading to innovative strategies for building and maintaining relationships in digital settings. During my PhD, I conducted in-depth interviews with senior digital marketers, CEOs, and CMOs, developing strong qualitative research skills while analysing extensive qualitative data.

Building on this foundation, my postdoctoral research investigates how marketing automation supports and strengthens B2B customer relationships. As digital technologies continue to reshape buyer-seller interactions, understanding automation’s role in engagement and relationship dynamics is critical. This research offers both theoretical insights into B2B relationship dynamics and practical guidance for companies looking to leverage automation strategically to enhance customer engagement and business growth.

I have previously worked as a Teaching Associate at the University of Strathclyde, where I developed and delivered undergraduate and postgraduate modules on digital marketing and marketing communications. I supervised student consulting projects focused on digital marketing strategy in collaboration with industry partners and established a guest speaker network featuring leading professionals covering key digital marketing topics, including SEO, analytics, social commerce, AR/VR, and AI applications in marketing. Additionally, I supervised both undergraduate and postgraduate dissertations.

I have been awarded Associate Fellow (AFHEA) status by the Higher Education Academy in the United Kingdom (October 2021).