I began as a journalist, and over time found myself linking my love of writing to my interest in marketing. I dabbled with a bit of copywriting working with a mixture of both big and small brands. Along the way I found out I'm fascinated by seeing marketing campaigns work, and more importantly trying to figure out why they do. I especially love seeing this happen for small businesses. This eventually led me to becoming a researcher and joining the teaching team at Middlesex.
I publish research in academic journals, and am also an ad-hoc reviewer for numerous academic journals.
I'm fascinated by all things marketing, particularly with a focus on digital marketing and corporate identity. I'm the module leader for the second year module Digital Marketing (MKT2002) but teach across a variety of modules in the department, which is nice as not only do I get to teach more students, but I get to dabble with various parts of the marketing world as a result.
If ever you want to chat about anything feel free to pop by my office or drop me an email.
My research interests include corporate identity, dynamic capabilities and social enterprise. I'm also interested in the role of digital technology in marketing, and have published in International Studies of Management and Organisation, and Journal of Business Research. Before joining academia, I worked as a journalist, editor and market researcher. I'm predominantly a qualitative researcher.