As an independent researcher and consultant, I work on funded research projects and produce academic publications, and consultant to SMEs in the healthcare sector, UK.

As an update in 2025, I successfully completed Executive Education 'Strategic Innovation' programme, University of Oxford Said Business School, UK, achieved  'Distinction', overall grade: 83.8%.

Also, obtained 'Distinction' on my Executive Education 'Artificial Intelligence' programme, University of Oxford, Said Business School, UK in 2026, overall grade: 86.4%.

As a multi-award winning scholar, I worked as a Senior Lecturer formally at the University of Lincoln, my work involved research & teaching in Strategic Marketing, Digital Entrepreneurship, Digital Transformation, Digital Technology, & Strategic Innovation of new products/or services, and the Healthcare Management, teaching respective modules at UG & PGT levels,  conducting research and published on ABS 3* journals and peer reviewed journals and multiple book chapters, and present my research successfully at multiple academic conferences, including Industrial Marketing Management Summit 2024, ISBE Conferences, British Academy of Management annual conferences.

Also, as a programme leader, I led MSc Marketing with Luxury Brands with excellent graduate outcomes, supervising dissertations at UG, PGT and PhD levels and industrial knowledge exchange projects, working with multi-award winning companies, e.g. Siemens SGT, BMW Lincoln, UK.

Prior to the senior lecturer post, I carried out consultancy work in Business Management and Marketing for the biotechnology firms in Aberdeen and taught at Aberdeen Business School, Robert Gordon University where I earned a PhD scholarship and was awarded PhD in Business Administration, specialised in entrepreneurship, strategic innovation, digital technologies, networking, collaboration in B2B businesses in the high-tech and the healthcare supply chains, in particular biotechnology and pharmaceutical sectors.

I had an MSc in International Marketing Management at Leeds University Business School, University of Leeds (which included a dissertation based on a research project in Relationship Marketing and Sponsorship, working with TBWA - Advertising Agency, London. The project was in connection to the launch of 3 Mobile, UK), and I held an MBA at Dundee Business School, Abertay University.

Linking theory to practice and vice versa, I've worked on the research projects including practice-based as well as academic research and practised relationship marketing, entrepreneurship and innovation in technology-based healthcare organisations, including both SMEs and large companies with managerial roles in general management and inter-organisational collaboration regarding product/service development in one of the joint ventures of Sinopharm Group Co. Ltd. (Sinopharm has been listed in Fortune Global 500 companies by Financial Times), joint venture of Sumitomo Pharmaceuticals Co. Ltd. and PingAn Life Insurance Company Ltd. (PingAn Insurance Group Co. Ltd. has been listed in Fortune Global 500 companies by Financial Times).

*Organised and presented at International News and Press Conferences for new medical products release while working in Sumitomo Pharmaceutical Co. Ltd.

I'm interested in supervising PhD students in the following areas:

• Strategic Innovation
  
  
• Industrial marketing
  
  
• Entrepreneurship
  
  
• Collaborative relationships
  
  
• Digital Transformation, Digital Technology