I am a Senior Lecturer in Business Management at York St John University, teaching on the undergraduate and postgraudate programmes. I am the course leader for the MSc Digital Marketing and Data Analytics. I hold a PhD from Cranfield School of Management in the area of consumer behaviour and retailing. Before starting my job at York St John University, I taught marketing and management at the University of Buckingham and guest-lectured at Cranfield School of Management. I also worked in strategy and marketing departments at a large B2B company.