About me
A Lecturer in Marketing and Data Analytics at the University of Westminster, working with students across different levels to develop theoretical knowledge and practical skills required to apply data science within the marketing functions in the modern business environment.
Formerly, a Head of Performance Marketing and fractional CMO at Mention Me and Head of Performance marketing at Box. With over 12 years of experience in the marketing industry, I have a track record of delivering inbound revenue and pipeline for both B2C and B2B brands in various sectors, such as life sciences, financial services, fashion and retail, and beauty. I delivered ARR via a wide range of digital channels in the UK, US, and wider EMEA markets.
My key competencies include developing and executing global demand generation strategies, scaling them with data analytics, and implementing them across multiple channels, campaigns, and launches. I also have strong skills in competitive, product, and go-to-market strategies, messaging and positioning, sales enablement, content development, and social media marketing.
I have a passion for innovation and data science, and I enjoy mentoring and teaching others. My key research interests are within the domains of data analytics and innovation. I am part of the University of Westminster student mentoring scheme, where I work with mentees individually and in groups to help them achieve their goals and find their path within the marketing industry. This platform allows me to offer personalised guidance, drawing from my academic and industry experiences, to help mentees navigate the intricate landscape of the marketing industry.
I hold a PhD, MA (Hons.), and BA in marketing, communications and related fields.
Teaching
Currently leading the Digital Marketing Essentials module. I have also served as a seminar leader for an array of transformative courses catered to BA students specialising in Communications, Marketing, and Business Studies. My commitment to fostering profound learning experiences extends across various subjects, including Interactive and Digital Marketing, The Power of Brands, The Foundations of Marketing, Marketing Principles, and Building Your Professional Brand. My journey as a seminar leader is enriched by a robust academic background. I leveraged my coaching and training skills to empower students to thrive in their educational pursuits.
Publications
For details of all my research outputs, visit my WestminsterResearch profile.