I am a Senior Lecturer in Digital Marketing at York St John University. My teaching and research focus on digital marketing, marketing, artificial intelligence in marketing, and emerging digital technologies. I hold a Ph.D. in Marketing and a Master of Commerce in Marketing Strategy from Midlands State University (MSU), Professional Marketing Diploma (Driving Innovation) from The Chartered Institute of Marketing (CIM), AI and Digital Transformation in Government from Saïd Business School (SBS), University of Oxford, Post Graduate Diploma in Education from the Zimbabwe Open University (ZOU), Executive Certificate in Export Marketing & International Trade, the University of Zimbabwe (UZ), alongside other academic and professional qualifications. I am dedicated to creating an inclusive and intellectually engaging learning environment that bridges research and practice, empowering students to develop the knowledge, critical capabilities, and practical expertise required to navigate and shape the evolving landscape of digital marketing.
I serve as an External Examiner at the School of Business, University of Dundee (United Kingdom), and Lincoln International Business School, University of Lincoln (United Kingdom). I have previously held external examining appointments at the Wits Business School (WBS), University of the Witwatersrand (South Africa), School of Business & Technology, BPP University (United Kingdom), Namibia Business School (NBS), University of Namibia (Namibia), Faculty of Commerce, Innovation and Technology, The Catholic University of Zimbabwe (Zimbabwe), Graduate School of Marketing, Institute of Marketing Management (South Africa), School of Business & Management Studies, Botswana Open University (Botswana), Faculty of Management Sciences, Central University of Technology (South Africa), Department of Management & Entrepreneurship, Africa University (Zimbabwe), and Department of Economic & Business Sciences, Walter Sisulu University (South Africa). These appointments reflect my contribution to maintaining academic quality and standards across higher education institutions in the United Kingdom and internationally.
I have published more than thirty peer-reviewed articles in high impact internationally recognised journals and have authored and edited fourteen books with leading international publishers, including Palgrave Macmillan, Emerald Publishing, Routledge, and CABI. I also serve on the editorial boards of several international journals and actively collaborates with scholars and industry partners worldwide.
Alongside my teaching and research, I engage in academic leadership through doctoral and postgraduate supervision, curriculum development, and contributions to the University’s Research Excellence Framework (REF) agenda. My work is driven by a commitment to advancing impactful research, nurturing student achievement, and cultivating collaborative partnerships that translate academic knowledge into meaningful impact across industry and society.
I teach postgraduate students on the MSc Digital Marketing programme at York St John University London Campus. I am the Module Director for Digital Marketing Strategy (LDD7002M) and Digital Technologies for Market Analysis (LDD7004M). My teaching adopts a research-informed, student-centred approach that integrates contemporary digital marketing theory with practical applications, equipping students with the strategic, analytical, and digital skills required to address real-world business challenges. I am committed to creating an inclusive and engaging learning environment that encourages critical thinking, innovation, and professional development.
My research interests span the intersection of digital marketing, artificial intelligence, consumer behaviour, and emerging technologies, with a focus on understanding how digital transformation is reshaping marketing practice, consumer experiences, and value creation. Key areas of interest include:
- Digital Marketing and Consumer Behaviour
- Artificial Intelligence in Marketing
- Responsible AI and Digital Ethics
- Autonomous Marketing Systems
- AI and Consumer Decision-Making
- Digital Retailing and E-commerce
- Platform-Mediated Marketing
- Digital Customer Experience
- Social Commerce and Digital Entrepreneurship
- Immersive Technologies and the Metaverse
- Digital Innovation and Business Models
- AI Companionship and Consumer Engagement
- Digital Marketing in Emerging Markets
Recent publications
- Fellow Higher Education Academy (UK).
- Fellow Academy of Marketing Science (USA).
