ETHOS: Believes in diversity of creatively instilling knowledge through active engagement (both industry and society) and innovation (both in teaching and research). Guided by the principles of the UN Sustainable Development Goals and works within the ethos of transformational education.   

TEACHING: Digital marketing, marketing analytics, sustainable and social marketing. Marketing Analytics (as an example) which incorporates both theoretical and technical aspect of marketing applications as part of the syllabus

MENTORING: Advisor to Sunway University Marketing Society and Sunway Dance Club and mentor students to achieve success in business case challenges such as Unilever Future Leader’s League (which became National Champions and International Finalist in 2017). Understands that transformational education involves industrial engagements. Believes in conducting workshops and seminars involving knowledge sharing and transferring of skills mainly for SMEs and other business industries.

RESEARCH: Top tier publications in the field of Social Marketing and Digital Marketing. Having been involved in many impactful researches serving as a supervisors for graduated PhD students. Reviewer and sub-editor for top tier international marketing journals and presenter in the largest marketing conferences namely AMA, GMC, AM and ANZMAC (earning a best paper in 2017).

ADMIN:  Program Leader for the Lancaster MBA Program Lancaster University, Research Ethics Chair of the Business Faculty in Sunway. Associate Head of Department (Scholarly Practice) for the Marketing Deaprtment of Hertfordshire Business School.

APPOINTMENTS:  Adjunct Associate Professor positions at both University of Southern Queensland and Griffith University. Editorial Board member of Journal of Social Marketing, Health Marketing Quarterly and Journal of Internet Commerce.  Moving forward, he was also given the chance to be at the forefront of leading the agenda of Social Marketing in Asia, whilst serving as the Ethics Committee for the International Social Marketing Association. Also serving as the Co-Chair of LGBTQ+ Staff Network and the Executive Member of Refugee Staff and Student Support Group of University of Hertfordshire.

IMPACT: Polymath of many different roles being in the arts community, fitness or contributing to the betterment of society in volunterism