I am a Senior Lecturer and Director of the MSc Digital Marketing Programme at Royal Holloway University of London with over 25 years of academic experience which I have balanced with industrial practice gained from consultancy work in IT projects for private and public sectors. From 1994 to 2004, I was a lecturer at the Tecnologico de Monterrey in Mexico City, where I held several positions leading IT executive training and during the last five years acting as Programme Director. From 2004 to 2009, I conducted Business and IT Alignment research at Brunel University and joined Regent's University London in 2009, leading various modules and contributing to the MSc Digital Marketing and Analytics curriculum development in 2013. At the University of Kent, I led modules such as Emerging IT trends for Digital Marketing, Principles of Digital Marketing, and Project Management and acted as Programme Director of the MSc Digital Marketing and Analytics until 2020.

I conduct research in the areas of digital marketing, consumer behaviour, and responsible innovation of emerging technologies with particular emphasis on data privacy and ethical considerations. Currently, I'm part of a working group researching artificial intelligence ethical considerations in the food sector and the impact of sustainable technologies in food systems. More recently, I started a collaboration with academics and industry partners in the fashion sector to explore sustainable fashion futures. I am a Co-Chair of the Digital Marketing and Analytics SIG at the Academy of Marketing, a member of the International Editorial Review Board (IERB) of the International Journal of Information Management (IJIM) and a member of the SAS UK & Ireland Academic Advisory Board.