My research interests turn around consumer culture and how it affects the construction of individuals’ identities. I see myself as an interpretive consumer researcher, taking a more interdisciplinary perspective in the study of consumption. I am particularly interested in the intersections of culture, media, sexuality, identity, and gender, with consumers’ behaviour. I am drawing from various sociological and philosophical frameworks using the works of Pierre Bourdieu, Michel Foucault, and more contemporary works such as that of Joanne Entwistle, Chris Shilling and Angela McRobbie. I’m also a fan of the works of Rosalind Gill, and Sarah Banet-Weiser who explore media culture and various versions of feminism.

Some of my other research interests include social marketing and particularly around women’s health, breastfeeding, discourses on motherhood, and issues around wellbeing and mental health. I’ve recently also developed an interest in more pedagogical research and research around the promotion of technologies in education.

I started my academic career as a lecturer in Marketing at the University of Bournemouth in 2010 and then joined the University of Leicester School of Management in 2011 as a Lecturer in Marketing and Consumption, where I remained until August 2021. Before joining the School of Business and Management Royal Holloway, University of London in August 2022, I worked as an Assistant Professor (Senior Lecturer) in Marketing at Coventry University and the Faculty of Business and Law.