Personal profile

Personal profile

After obtaining an MA in Marketing from Royal Holloway University of London (RHUL) with distinction, I was awarded a scholarship to pursue my PhD in Marketing at the School of Business and Management. My research explores the consumption practices of self-tracking technologies in contemporary Britain, where I focus on mundane everyday practices through a Foucauldian lens of self-discipline to understand how these technologies are appropriated. 

One of my core strengths is my multidisciplinary education background and industrial work-experience in various business units. Prior to my master’s degree, I was a Corporate Communications Executive for BMW Group Malaysia where I led all media liaison and press events for three brands—BMW, MINI, and BMW Motorrad. After completing my MA in Marketing, I returned to the company with a new role in the Marketing Department where I led the digital and social media strategy in the Marketing Communications team. I worked closely with the media agency, digital agency, and Google Malaysia to improve the BMW website performance. 

As a Co-Director of Early Career Researcher and PhD Development in Digital, Society and Organisation (DOS) Research Centre at RHUL, I organise seminars and facilitate opportunities for PhD students to present their work to their peers. I am an Associate Fellow of The Higher Education Academy (Advance HE), UK since 2018.

My current research interests include self-tracking technologies, self-quantification, self-surveillance, ethnography, and consumer behaviour. I published findings from my PhD research, titled “Subjectivities in motion: Dichotomies in consumer engagements with self-tracking technologies” in Computers in Human Behavior. Selections from my work-in-progress have appeared at conferences, including the European Group for Organizational Studies (EGOS) in 2020 and UK Academy for Information Systems (UKAIS) in 2021.

Educational background

MA Marketing, Royal Holloway University of London,UK
Pass with Distinction

Ba(Hons) Events Management, LIMKOKWING University of Creative and Technology, Malaysia

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

External positions

Lecturer in Marketing and Consumer Research, University of Leicester

1 Jan 2022 → …

Collaborations and top research areas from the last five years

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