Prior to joining the Business School, I was a Lecturer at Durham University Business School (April 2014- April 2018) and Nottingham University Business School (Jan 2008-March 2014). I have also worked at the Chinese campus of the University of Nottingham (based in Ningbo, Zhejiang Province) from Sept 2006 to the end of December 2007. I have a Management & Marketing degree from the Institut Supérieur de Commerce et d'Administration des Entreprises (Casablanca, Morocco), and a Masters in Marketing from Nottingham University Business School. For my PhD thesis, I conducted a critical discourse analysis of the marketing of the Vlaams Blok/Vlaams Belang, an extreme right party from Flanders, Belgium.
My current research interests include: Religion, Travel and Consumption; Cultural heritages sites and pilgrimage; Identity (organisational, ethnic/racial, religious or political); immigration and extreme right politics.
My research has been published in Organization Studies, Journal of Marketing Management, Marketing Theory and Consumption Markets and Culture. I have also contributed chapters to scholarly books on Political Marketing, Critical Marketing and Islamic Marketing.