Personal Statement
I hold a Chair in Marketing and I am the Director of Research for the Marketing Subject Group.

My research is grounded in the exploration of consumer vulnerability, with a particular focus on how individuals navigate access to and consumption of products and services during the most challenging periods of their lives. This includes work with individuals receiving palliative care, those at the end of life, the bereaved, the homeless, the frail elderly, and people living with dementia.

My work is interdisciplinary, bridging marketing, healthcare, and social policy. I have led and collaborated on numerous grant-funded projects with hospices, palliative care organizations, and healthcare providers, generating insights that have informed both practice and policy. My research has had demonstrable impact, influencing UK Government policy and contributing to national and international discourse on vulnerability and care. I have been invited to speak at a range of symposia and conferences, and my work has been recognized with several international research awards.

Among my research awards are the 2023 prize for a film I made about COVID-19 bereavement. You can watch the film here: https://vimeo.com/713190558/f4c3897719

I have also recently been recognised as the Distinguished Winner of the 2025 Award for Responsible Research in Marketing, awarded by the American Marketing Association in conjunction with EBSCO and the Responsible Research in Business and Management initiative. You can read the winning paper here: https://link.springer.com/article/10.1007/s11747-024-01011-2

In addition to academic research, I have successfully completed consultancy projects with SMEs and major brands across the public and private sectors. These projects have translated academic insights into practical strategies, enhancing service delivery and consumer engagement in sensitive and complex contexts.

I have experience of teaching a range of marketing courses to undergraduate and postgraduate students and have received several School teaching excellence awards. I particularly like to focus on authentic assessments that are applied to real-world issues and develop and enhance lifelong learning skills among students. In 2021 I won a Faculty Learning, Teaching and Student Experience Award for this.