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Lecturer in Marketing, Newcastle University

I am a Lecturer in Marketing at Newcastle University Business School.

I am interested in consumer behaviour, particularly in personal finance management, spending, and savings habits. I explore consumer lived experiences of using high-cost credit products like payday loans, doorstep loans, pawning etc. Branding and communications are also a personal interest, having designed and implemented several rebranding/branding activities for SMEs in industry.

I am passionate about design and creativity in the workspace and beyond. Prior to working in academia, I have worked in design and marketing at management level in several industry sectors including not-for-profit, low carbon/zero emissions, military and aerospace engineering, and cosmetics.


  • 2021–present
    Lecturer, Newcastle University Business School
  • 2012–2021
    Senior Lecturer, Newcastle Business School, Northumbria University
  • 2011–2011
    Associate lecturer, Sunderland Business School
  • 2007–2008
    Associate lecturer, Newcastle College
  • 2007–2008
    Associate lecturer, Gateshead College


    Sunderland Business School, University of Sunderland, MA Marketing - Distinction
    School of Design, De Montfort University, BA (Hons) Design Management and Innovation - 1st class
    Newcastle Business School, Northumbria University, PhD Consumer Behaviour


  • 2022
    Chapter: Rationing during COVID-19: Is an ‘equal share’ always fair?, Keeping up with the ‘New Normal’. Consumption, Production and Entrepreneurship in the time of Coronavirus
  • 2021
    Sharing Is Caring? Conflict and Value Codestruction in the Case of Sharing Economy Accommodation, Journal of Hospitality & Tourism Research
  • 2021
    Blaming me, blaming you! The pendulum of blame in payday lending, Marketing Theory
  • 2020
    The Questionnaire: A Weak Link in Corporate Identity?, Qualitative Market Research: An International Journal
  • 2017
    The orbit of consumer credit choices, Journal of Financial Services Marketing
  • 2015
    Exploring emotions and irrationality in attitudes towards consumer indebtedness: Individual perspectives of UK payday loan consumption, Journal of Financial Services Marketing

Professional Memberships

  • FHEA