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About me

I'm a consumer psychologist (MSc), omnichannel strategist, public speaker and also lecturer, teaching MA Digital Media and Branding at Birkbeck College in London.

I love working on overarching brand strategy, innovation and research/insights projects to solve the unknowns of behavioural cohorts through a human-centric lens, and believe that the constancy of trends and consumer adoption/behaviour are best interpreted through a psychological perspective.

I consider myself privileged for having grown in various realms of digital marketing in the camps of agency, client-side and data/research vendor for the last 15 years. I had the honour of working with some of the world's and UK's most famous and revelled brands, and am proud to have contributed to their strategies and consumer intelligence, engagement and innovation programmes.


As a 'forever-student', I hopped continents since the early 2000s, studying and/or working in Izmir, Los Angeles, Istanbul, Malmö and finally London - which is now home from home. I have always had a tendency to overanalyse the niches of consumer behaviour and decisions in light of tech adoption and cultural phenomena, so my studies in consumer psychology and behavioural sciences were the true and natural home for a mind like mine. I'm currently continuing my PhD studies in the field of Cognition and Culture with a research interest in self psychology and cultural variation.


Some trivia:

Have an incurable interest in the philosophy of technology and cognition. Studied music production during my first couple of years in the UK (2007-2009) and still make music as a hobby. I have two adorable cats named Delphine and Orca. 

Recent Publications              


Albeit infrequently, I publish some of my thought pieces on here, as well as the recordings of event and conference attendances if/when available. 


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Paper: "The dark tetrad, personal values and [im]morality in everyday consumer behaviour"

Consumer psychology research paper on dark personality types (Dark Triad and Dark Tetrad constructs), personal values and consumer motives that influence purchase intent and decision-making processes; and models of creative marketing, product innovation and marketing’s role in ethical consumer behaviour. Click here to read the long-form abstract.

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