I am an Associate Professor in Digital Marketing and Innovation at Royal Holloway, University of London, working at the intersection of sustainable communication, responsible innovation, and futures-oriented research.

I bring over 30 years of academic experience, complemented by sustained engagement in digital and IT consultancy across public and private sectors. This dual background has shaped a central concern in my work: how organisations adopt and deploy emerging technologies, and how those choices shape trust, society, and sustainability over time.

My research focuses on digital marketing, consumer behaviour, and the responsible innovation of emerging technologies, with particular emphasis on data privacy, trust, and ethical decision-making in consumer–brand relationships. A core theme across my work is how digital platforms, artificial intelligence, and data-driven practices reshape value creation and governance, often in ways that call for more transparent, responsible, and human-centred approaches.

In recent years, my research agenda has increasingly focused on sustainability-related issues, particularly in fashion and textile systems. I am actively involved in interdisciplinary projects that explore sustainable futures in the fashion and textile sector, working across academia, industry, and creative practice. Through research-led events, industry engagement, and participatory projects, I collaborate with academics, SMEs and large organisations, designers, and sector networks to examine how digital technologies, data infrastructures, storytelling, and speculative methods can support more sustainable supply chains, traceability, and responsible communication practices.

Methodologically, my work draws on design fiction, participatory research, and anticipatory evaluation. These approaches enable organisations and stakeholders to critically reflect on possible future pathways, including the intended and unintended consequences of emerging technologies, before strategies and systems become locked in. This is particularly relevant for organisations seeking to move beyond surface-level sustainability claims towards credible, evidence-informed, and ethically grounded communication and innovation strategies.

I approach research impact as an integral, co-productive process, developed in collaboration with industry partners, communities, and institutions from the very beginning of the research lifecycle, rather than as an activity added after academic outputs are produced.