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Assistant Professor, Melbourne Business School

My research examines how social experiences like aging, poverty, and religion, and marketplace structures and processes impact consumption and well-being. As a consumer researcher, I consider myself as belonging to the Transformative Consumer Research (TCR) community, which self-defines as “an academic movement that seeks to do rigorous scholarly research that has a real social impact”. My methodological affiliation is mostly in the consumer culture theory (CCT) tradition. But I am also agile, crossing paradigms (quantitative modeling and experimental studies) and fields (economics and sociological studies) to use my research to understand how to improve people’s lives.

Prior to joining academia, I worked in market research and brand consulting for Millward Brown in West Africa, advising clients such as Coca-Cola, Nestlé, Unilever, and Etisalat.



  • –present
    PhD Candidate in Marketing at Melbourne Business School, University of Melbourne