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My professional and academic career spans over 20 years predominantly in the global luxury industry. In my roles as brand and business development lead, I gained a profound understanding of the stretching and retrenching of brands, including the management of brand/product portfolios across lifecycles – applying the full marketing mix. This provides a valuable backdrop for my academic practice and research activities.
My PhD study sought to understand more fully individuals’ conscious and unconscious lived experiences with font consumption. More specifically, my research asked how relationships with everyday products like typefaces can be described analytically and how individuals consume fonts to construct their identities. The study employed an inductive, multimethod qualitative research design, using an interpretative phenomenological approach (IPA) to analyse verbal, written and visual data.
I am teaching various marketing modules at undergraduate and postgraduate levels, including degree apprenticeships. I am passionate about sharing my experience with students and also to learn from them. Empowering learners to achieve their full potential is a central concern of my academic practice.
My research explores the relationships between consumers and brands/objects using multimodal research methods. This interest in consumer behaviour was generated through my management roles within Hugo Boss and Kenzo.
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