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Personal profile

Research interests

I am a Senior Lecturer in Marketing with a particular interest in behaviour change and approaches to intervention for social change. I have edited a (2016) book entitled 'Beyond Behaviour Change' which focused on interdisciplinary approaches to behaviour change, and led a seminar series (funded by the ESRC) with the same title. My work in this stream explores the role of marketing in creating and solving society's wicked problems and I focus on applying 'social marketing' thinking, approaches and innovations to societal problems. Within this stream I am particularly interested in physical activity and am involved in a number of research projects exploring novel and innovative theorisations of physical activity and inactivity amongst different groups, with the purpose of identifying critical insights for interventions. Unusual amongst social marketing scholars, I tend to draw on theories of practice in my work and I am interested in exploring how a practice ontology can inform, shape and invigorate social marketing. I use practice theory ideas to inform social marketing research and management, as well as interogating social marketing and intervention from a critical perspective, particularly exploring the limitations, ethics and implications of individualist approaches and assumptions about social change. I am particularly interested in bringing insights from social practice theory into the public health intervention space.



  • behaviour change
  • social change
  • social marketing
  • practice theory
  • physical activity
  • sustainability
  • intervention
  • critical social marketing


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