Roles and Responsibilities

  • Undergraduate Programme Lead for Business Management
  • Course Organiser and Lecturer on 'Advertising: Theories and Practice' (UG Honours, Semester 2)
  • Lecturer and Tutor on 'Marketing' (UG 2nd Year, Semester 2)
  • Lecturer and Tutor on 'Business Research Methods II: Applications and Analysis' (UG 3rd Year, Semester 2)
  • Msc Dissertation Advisor 
  • Undergraduate Dissertation Advisor


I joined the University of Edinburgh Business School in May 2022 following my previous posts at University of Dundee (2019-2022) and University College Cork (2018-2019). I place a lot of focus on ethics and sustainability in all that I do and particularly in my research and teaching. With this in mind, while at University of Dundee, I led the efforts to embed ethics, responsibility and sustainability into the actions of its School of Business.

Prior to this, I completed my PhD at the University of Edinburgh (2019), an MGE (Master Grande École) in International and European Business at EM Strasbourg, and a BA (Hons) in International Management and Intercultural Studies at the University of Stirling. In 2022, I have also become a Fellow of the Higher Education Academy (FHEA).

During, and in between my studies, I worked as a language tutor (English and French), an interpreter and a translator, a product manager and digital marketer in the context of medical equipment e-commerce, and as a research intern in the Scottish Government. Reflecting my interest in the non-profit sector, I've also spent several years volunteering for various nonprofit organisations, particularly Barnardo's and Oxfam.

Research Interests

My research interests focus on advertising ethics and regulation, specifically as applied to the public and non-profit contexts. I am also interested in the broader questions of ethics in marketing and marketing's impact on society, social and charity marketing, sustainability, consumer vulnerability, emotions, advertising rhetoric, and the role of societal and cultural norms in consumption practices.

My work thus far focused on developing a nuanced and in-depth understanding of shocking, offensive, and controversial advertising within the public and nonprofit sectors. My PhD thesis adopted stakeholder theory as an overarching frame and specifically explored the regulatory processes of such advertising tactics with an emphasis on interpretations of these by different stakeholder groups involved, including the public and nonprofit organisations, advertising creatives, regulators, and audiences.

Currently, I am working on a number of projects revolving around advertising, rhetoric, ethics and sustainability. I am exploring the rhetoric in controversial advertising, specifically working with Aristotelian notions of rhetoric and building on a methodological approach developed in my doctoral work. I am also researching rhetoric in the context of advertising regulation, stigmatisation and legitimacy in deoderant advertising, and overcoming consumer aversion towards clothing reuse and sustainable consumption practices.

I am keen to receive PhD applications in areas related to my research interests.

Research Area