I am currently a senior lecturer in Marketing, Nottingham Business School at Nottingham Trent University. My previous roles include teaching in public and private institutions in Malaysia for the past 15 years. Prior to that, I was managing global sales and procurement for Samsung. My PhD research has been driven by a passion for sustainable tourism and green consumption behavior. I have received funding for various projects (ie. ESG performance in marine parks; green HR; Gen-Y's sustainable online travel decision; Circularity in Agriculture Waste Management) and collaborated with NGOs such as the World Wildlife Fund and Ecotourism & Conservation Society Malaysia. My aim is to continue contributing to the field of sustainable tourism and marketing by fostering student engagement and building capacity. I am currently involved in research projects on responsible AI usage, circular smart city, and gamified app on promoting sustainable tourism among others.