About me
I am a Lecturer in Marketing & Data Analytics at the University of Westminster, specialising in digital marketing, AI integration, data analytics and visualisation and data-driven decision-making.
I design and lead modules that integrate industry applications, including a collaboration with Tableau, where I provide over 150 students annually with hands-on experience in data visualisation and analytics. I have integrated SEMRush into the curriculum, equipping students with industry-leading SEO and digital marketing tools. This approach has enhanced student engagement, resulting in an outstanding 4.8/5 student satisfaction score for my module.
Previously, I led performance marketing and digital strategy at Mention Me and Box, driving multi-million-pound revenue growth through AI-powered marketing initiatives. My expertise spans SEO, paid media, CRM, and automation, with a strong research focus on AI, automation, and consumer behaviour.
I hold a PhD in Business & Marketing, and I am also a Fellow of the Higher Education Academy (FHEA) and a Member of the Women in Data® movement. My goal is to bridge academic research with industry application, preparing students for success in modern, data-driven marketing landscapes.
I am open to collaborations, research opportunities, and industry partnerships in digital marketing, data analytics, and marketing education.
Teaching
As a Lecturer in Marketing and Data Analytics at the University of Westminster, I specialize in equipping students with the theoretical knowledge and practical skills required to leverage data analytics and digital marketing in today’s business landscape. I lead multiple digital marketing and data analytics modules, helping students develop data-driven decision-making capabilities essential for modern marketing strategies.
I partner with Tableau to deliver the Data Analytics module, providing over 150 students annually with hands-on experience in data visualization, analytics, and interpretation using industry-leading software.
Undergraduate modules:
- Data Analytics (Level 5)
- Search Marketing (Level 5)
- Digital Marketing Essentials (Level 4)
- Fundamentals of Marketing (Level 4)
- Social Media Marketing (Level 5)
- B2B Marketing (Level 5)
Postgraduate modules:
- Web Design and Analytics (Level 7)
Additional responsibilities:
- PhD, MBA, and MSc dissertation supervision
- Undergraduate personal tutoring
Through my role, I bridge the gap between academia and industry, preparing students to apply data science and marketing analytics effectively in real-world business environments.
Publications
For details of all my research outputs, visit my WestminsterResearch profile.