I’m a lecturer in Marketing at the Business School here at Edinburgh Napier University, joining in 2019. Prior to that, I led Scotland’s first practice-based Master’s degree in Digital Marketing at Robert Gordon University. I’ve worked in Marketing and the digital industry since 2002, including a year on behalf of Google at the Google Digital Garage in Edinburgh (2018-2019) and various digital and social media agencies. My PhD investigated online video, its production and distribution from 1998-2005 – the area of ‘web 1.0′, just before the breakthrough of YouTube (2006) and the advent of social media.
I consider myself half academic / half practitioner, and my goal is to bridge the gap between marketing theory and practice, to ensure that marketing education is aligned with the needs of industry and business. My research interests are digital education and skills, small business marketing, and digital marketing