Uwana is a Data Scientist at Pureprofile and an Adjunct Research Fellow at the UWA Business School, University of Western Australia. She is a BPS Chartered Psychologist, and has a PhD in Psychology from the University of Wollongong. Uwana’s PhD research centred of the development, implementation and evaluation of a health-related social marketing campaign. Prior to her current academic post, Uwana spent a year in London working as a Psychology Research Analyst at Thomas International, a psychometrics company. She spent time working with academics at University College London and University of Hertfordshire working on projects in health, educational, and dance psychology. Uwana's research interests include personal values, prosocial and sustainable behaviour, behaviour change, social marketing, and cross-cultural psychology. She regularly presents at international conferences including International Congress of Applied Psychology (ICAP), World Social Marketing Conference (WSMC), and the Australian & New Zealand Marketing Association Conference (ANZMAC) and her research has been published in top-ranking journals including Psychology & Marketing, Journal of Business Research, and Tourism Management.