About me
I am an award-winning Lecturer in Data Analytics & Digital Marketing at the University of Westminster and the author of the forthcoming textbook Data Visualization Strategy for Marketing: Unlocking Data Storytelling for Influence (Taylor & Francis, expected 2027). My career bridges industry and academia, combining over a decade of leadership in performance marketing with a focus on advancing data literacy and analytics in higher education.
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. Previously, I led performance marketing and digital strategy at Mention Me and Box, driving multi-million-pound revenue growth through data-driven marketing initiatives. My expertise spans paid and organic search, paid media, CRM and automation, with a strong focus on consumer behaviour.
My work bridges academic research and industry application to prepare students for success in modern data-driven marketing landscapes. My research and writing centre on data analytics, visualisation and innovation, with a focus on how organisations and individuals can harness data storytelling to drive influence, decision-making and competitive advantage. I welcome collaborations, research opportunities and industry partnerships in data analytics, visualisation and B2B digital marketing.
I hold a PhD focused on the use of data analytics for innovation, a University Certificate in Special Studies (Doctoral Supervision) and am a Fellow of the Higher Education Academy (FHEA). I am a Member of the Women in Data® movement.
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.