Kimberley is an Assistant Professor in Marketing at Newcastle Business School (AACSB), Northumbria University, leading one of the largest Marketing degree programmes in the North East. Kimberley is a commercially focused academic specialising in brand strategy. Prior to entering academia, Kimberley has worked in various marketing and business management roles in the F & B sector. She has a PhD in Marketing and is a researcher, writer, speaker & mentor in branding, sustainable consumer behaviour, AI, algorithms & platforms. In particular, she is keen to understand how marketers can use successfully proven influential buyer strategies from behaviour science to nudge consumers to create good habits. Her work has been published at several international conferences and in peer reviewed journals. Whilst working at the Newcastle Business School (AACSB), Kimberley has worked with academics and practitioners from several different fields. As part of her departmental roles, Kimberley is Programme Leader for Business and Marketing and leads on the Branding module on the MSc Marketing Programme. Kimberley is an external examiner at Bournemouth University for Programmes MSc Marketing Management & MSc Marketing and User Experience. Kimberley is also a reviewer for the Journal of Research in Interactive Marketing, Journal of Consumer Behaviour and the Academy of Marketing Science. Kimberley has been awarded Fellowship of the Higher Education Academy. Kimberley is also on the judging panel for the prestigious North East Marketing Awards.