Researcher.
Consultant.
Builder.

I am a digital marketing specialist, full-stack developer, and researcher with a doctorate from the University of Edinburgh. My work spans both commercial and academic worlds.

I have spent over a decade designing and building digital products and strategies for clients across educational, non-profit, pharmaceutical, and consumer sectors. In line with this industry-based work, I have published work on consumer responses to negative events in various digital environments, such as social media, gamified interfaces, generative AI, and immersive technologies (e.g. virtual/augmented reality). My work has been published in top academic journals including: the Journal of Travel Research, Information Technology & People, Psychology & Marketing, the Journal of Advertising Research, and Business Horizons.

This dual background allows me to bridge the gap between theory and execution. By applying academic rigor to practical marketing challenges, I analyze the psychological drivers of online behavior, the technical mechanics of conversion, and the ethical boundaries of digital influence.