I am an Assistant Professor of Marketing in the Faculty of Business at the University of New Brunswick. My work is driven by a genuine curiosity about people, how they make decisions, how they respond to change, and how technology is reshaping the way they shop, connect, and live.

I earned my Bachelor of Commerce, Master of Science in Management, and PhD in Management from Toronto Metropolitan University. My research focuses on consumer behaviour, especially the ways consumers interact with new digital innovations and how these innovations affect both retailers and consumers. I am especially interested in the human side of technology, not just what new tools can do, but how people experience them, trust them, resist them, and make them part of everyday life. My work has been published in journals including Journal of Retailing, Journal of Consumer Behaviour, Journal of Consumer Marketing, Computers in Human Behavior, the International Journal of Consumer Studies, and others.

One of the most meaningful parts of my work is sharing research beyond academic journals. I care deeply about making research accessible, practical, and relevant to the public. I regularly contribute to media conversations on consumer trends, retail change, and digital innovation, with work featured in outlets such as the National Post, Retail Insider, Yahoo News Canada, and others. I have also appeared on radio and television programs, including the BBC World Service, CBC News, and CTV. These opportunities allow me to connect academic research with real-world questions that matter to consumers, businesses, and communities.

Before becoming an academic, I worked across the banking and retail sectors. I still actively train and consult top organizations globally. My experience with organizations such as Walmart, CIBC, and Fairstone Bank, formerly Duo Bank, continues to shape how I teach, research, and engage with industry. I bring those experiences into my work because I believe the best ideas are often found where research, practice, and people’s everyday lives meet.

At the heart of everything I do is a passion for understanding consumers and helping organizations think more thoughtfully about innovation, technology, and the future of the marketplace.