I am a Lecturer in Marketing at the University of Portsmouth and a Course Leader for the Postgraduate Marketing courses. 

I completed my PhD in 2023–2024, titled “Investigating the Antecedents and Outcomes of B2B Firms’ Social CRM Capabilities in an Emerging Market.” My PhD research examined how entrepreneurial orientation shapes B2B social customer relationship management, organisational capabilities, and performance outcomes, providing empirically grounded insights into digitalisation in emerging market contexts. My research interests lie primarily in industrial marketing and B2B marketing, with a particular focus on digitalisation, social media marketing, and organisational and behavioural dynamics in B2B contexts. Methodologically, my research is grounded in quantitative research methods, with specific expertise in structural equation modelling (SEM) and survey-based research designs.

I have been an Associate Editor for Cogent Business & Management since 2022, contributing to editorial decision-making. I actively engage with the international marketing research community and have presented my work at leading academic conferences, including the Industrial Marketing Management Summit, the European Marketing Academy (EMAC) Conference, and the American Marketing Association (AMA) Conference.

I am interested in supervising PhD students in areas aligned with my research expertise, particularly B2B marketing, industrial marketing, digital and social media marketing, and quantitative research methods.

On the teaching side, I teach Social Media Marketing, Consumer Insight & Analytics, and The Marketing Agency modules to postgraduate students.