My research interests are currently orientated around three main areas: (1) corporate brand communications (2) online brand communities (3) responsible consumption practices. My PhD dissertation explored corporate (charity) brand relationships within a non-profit context. As a ‘fused’ academic, I also assist various types of organisations in solving brand-related issues through the understanding and application of relevant theoretical concepts and frameworks.

Prior to joining academia, I worked for two years within the United Nations where I contributed in raising the online communications profile of the UNDP Country Office (Mauritius). I also spent several years within the advertising/public relations industry holding various positions such as Client Service Executive, Strategic Planner, and Head of Advertising & creative Services.

Current responsibilities

Programme Leader of the MA Marketing Communications Unit Leader of the Brands & Branding module (L5 & L7) Lead Examiner for the Chartered Institute of Public Relations (CIPR)

Current research interests

1. Corporate branding (incl. non-profit & charity brands) 2. Brand communities (online & offline) 3. Sustainability corporate communications 4. Instagram-specific user & audience behaviour 5. Green consumer activism (online & offline)

I welcome MRes & PhD proposals related to the above research areas. Get in touch with me directly (email [email protected]) to discuss your ideas and application.

Professional memberships • Fellow of the Higher Education Academy • Member of the Chartered Institute of Public Relations

Recognitions • BU Education for Sustainability Award 2019


Outreach & engagement