Research & Publications
Business and policy strategies for the green hydrogen economy.
I’m a Doctoral Researcher at Robert Gordon University, Aberdeen, researching the decarbonisation of the United Kingdom industrial sector. Alongside the doctorate I co-author academic papers on AI in education and publish technical articles on marketing, sales and fintech.
Doctoral research
Decarbonisation of the United Kingdom Industrial Sector
Business and Policy Strategies for Green Hydrogen Market Development.
Industry is one of the hardest parts of the UK economy to decarbonise. Green hydrogen is widely seen as part of the answer, but a market doesn’t build itself. My research examines the business models, commercial strategies and policy mechanisms needed to move green hydrogen from pilot projects to a functioning market for UK industry.
The work brings together my background as a marketing executive with my interest in sustainability, and it informs the advisory I provide to decision-makers, investors, organisations and government bodies.
Research interests
- Energy Transition
- Sustainability
- Hydrogen
- Marketing and Sales
- Artificial Intelligence
Robert Gordon University
Doctoral Researcher, Aberdeen, Scotland. Open to research collaboration, conference invitations, panel participation and industry partnerships on hydrogen, sustainability and the energy transition.
Academic publications
Peer research on artificial intelligence in education
Co-author · Research paper
Shadows in the Classroom: The Unseen Consequences of Large Language Models in Educational Settings
An examination of the less visible effects of large language models on teaching, learning and assessment, and what educators and institutions should watch for.
Available on ResearchGate
Co-author · Research paper
Adaptive AI Systems in Education: Real-Time Personalised Learning Pathways for Skill Development
How adaptive AI systems can generate personalised learning pathways in real time, helping learners develop skills at the pace and in the sequence that suits them.
Available on ResearchGate
Article publications
Technical articles that inform and educate stakeholders
Throughout my career I’ve contributed technical articles across multiple platforms, some attracting thousands of daily readers. These publications have sparked industry conversations and influenced marketing strategies.
Article
Agile Marketing: Rapid Adaptation Strategies for Uncertain Business Environments
Business environments have become increasingly unpredictable in the face of pandemics, technological disruption and economic shifts. This article makes the case for marketing plans that adapt swiftly, and introduces Agile marketing, an approach inspired by Agile methodologies in software development, as essential for modern businesses, especially SMEs, to remain competitive.
Published on Business Vanguard
Article
How Small Businesses Can Leverage Storytelling for Profits
Storytelling plays a pivotal role in small business marketing and provides a real competitive advantage. This article explains why storytelling is such an effective tool, offers practical strategies for crafting compelling brand narratives, and explores how businesses can measure the impact of storytelling on their marketing.
Published on TechGraph
Article
Why Sales Teams Need to Focus on Customer Experience, Not Just Closing Deals
Customer experience has become a vital element of successful sales strategy. This article redefines the role of sales teams as architects of customer satisfaction and long-term loyalty, with an engaging mix of insights, real-world examples and practical guidance.
Published on National Tribune
Article
Fintech's Role in Democratising Healthcare
How fintech can help address key challenges of healthcare accessibility and affordability. The article examines innovative ways fintech solutions can enhance the efficiency and effectiveness of healthcare delivery while promoting greater inclusivity across the sector.
Published on NairaDay
Article
Fintech and Sustainability: Driving Green Finance Initiatives
An exploration of the critical role fintech plays in advancing green finance and sustainability, how it influences everyday consumer behaviour towards more sustainable choices, and the practical steps companies and policymakers can take to leverage fintech for sustainable initiatives.
Published on NaijaPost
Article
Emerging Channels: Marketing Strategies for Gen Z and Millennial Business Buyers
How marketing and sales professionals can adapt their strategies to engage Millennial and Gen Z business buyers. The article examines the values and preferences that define these generations and serves as a practical guide for companies seeking to attract and stay relevant to this emerging group of consumers.
Published on The National Day
Article
Navigating B2B Influencer Marketing
How influencer marketing is transforming the business-to-business landscape, with practical strategies for identifying the right influencers, building authentic relationships and effectively reaching target audiences.
Published on Daily Focus
Let's talk
Interested in collaborating on research or policy?
I welcome conversations with universities, industry partners, investors and government bodies working on hydrogen and the energy transition.