A Senior Lecturer of Marketing in Newcastle Business School, which he joined in 2012 after working for two years as a marketer in the business sector. He specialises in Ethical Marketing and Sustainable Consumer Behaviour and has published several articles and conference papers in this area. His main research interest is in the use of digital, mobile and traditional marketing techniques to influence consumer behaviour and encourage more socially, environmentally and economically sustainable consumption. Recent publications (see list below) include research on sustainable diets, sustainable tourism and sharing and circular economies. He has won several awards for his research and his work has appeared on digital and printed media.