I am serving as a Senior Lecturer in the Department of Operations & Systems Management. I am currently coordinating two modules i.e. Digital Transformation and Customer Experience Management of the MSc Digital Business Management and one module i.e. Customer Relationship Management of BSc Systems and Management courses. I am associated with academia since 2011 and have worked in Pakistan, China, and the UK. Prior to joining academia, I have worked with GMN Ltd, UK, and Arrk Footwear, UK as business development manager. 

I have ten years of teaching/research experience at undergraduate and postgraduate levels in Pakistan, China, and England. With enriched and diversified teaching experience over the past few years, my researching abilities and knowledge are enhanced. I got a doctoral degree from the School of Business Administration (EQUIS and AMBA accredited), Southwestern University of Finance and Economics (SWUFE), Chengdu, China with a major in Digital Business (social commerce and channel integration) and a Master degree from the University of Bolton, England with Major in Business Information Systems.

While studying at both SWUFE and Bolton University, I encapsulated the study patterns of interdisciplinary research and kept my researching inclination towards the role of the digital transformation strategy, information systems for operational improvements, and digital businesses such as social media, social commerce, e-commerce, online consumer behavior, business analytics, organizational information technology (IT) capabilities and many more. I have published in well-reputed peer-reviewed journals, such as Government Information Quarterly, Journal of Business Research, Psychology & Marketing, Electronic Markets, Journal of Retailing and Consumer Services, Technological Forecasting and Social Change among others.

I have been associated with academia since 2011 and have taught at various public and private universities internationally. I have worked in Pakistan as a lecturer and also as a visiting faculty in various universities. I joined the University of Engineering and Technology, Lahore, Pakistan as a Lecturer in the year 2011 and have taught Undergraduate and Postgraduate students, moreover, in the year 2015, I joined the South Western University of Finance and Economics, Chengdu, China, as a doctoral student, where I have worked as a research assistant in the AACSB and EQUIS accredited programs as well. In addition to my teaching, I have given invited talks at various universities.

In my current role at the University of Portsmouth, I teach and coordinate the following modules for Undergraduate and Postgraduate students:

1. Customer Relationship Management.
2. Customer Experience Management.
3. Digital Transformation.

Furthermore, over the years, I have designed, developed, delivered, and coordinated various modules/ courses in the management science domain at the undergraduate and graduate levels. Specifically, I can successfully develop and lead digital business courses for undergraduates. I design courses that aim to address contemporary issues in Digital Business, such as Management Information Systems, Fundamentals of Digital Business, Data-Driven Business, e-commerce, and Digital. Lastly, I also actively take part in teaching courses designed for Industry Professionals.

Over the years, I have encapsulated the study patterns of interdisciplinary research and kept my researching inclination towards the role of information systems for operational improvements and digital businesses such as AI, AR, social media, social commerce, Omni-channel, e-commerce, online consumer behavior, business analytics, organizational information technology (IT) capabilities, Business model Innovation and many more. I have published in well-reputed peer-reviewed journals, such as Government Information Quarterly, Journal of Business Research, Psychology & Marketing, Electronic Markets, Journal of Retailing, and Consumer Services and Sustainability.

Currently, I am supervising the following two Ph.D. candidates as the first and second supervisors:

1. Cutting Edge Technologies and Consumer Decision-Making Process.
2. Preparing aviators for their robotic future: assessing organizational change to accommodate diverse human factors when introducing AI and autonomous systems.

I am open to accepting more Ph.D. candidates in the near future in the field of digital transformation strategy, responsible AI, and emerging technologies.