She is a Charted Marketer. After a career in marketing and events management as a mature student she gained an MBA followed by a PhD at Edinburgh University. Her research focuses upon digital technology and she has published several journal articles examining issues of trust, engagement and empowerment. She has secured grants funding of over £201,043 to research the impact of technology within financial services organisations. She is on the editorial advisory boards of The Journal of Financial Services Marketing, Journal of Research in Interactive Marketing and The International Journal of Bank Marketing. Her teaching style blends the informative with the humorous (students expect references to cat and Star Wars social media memes).