I am a Researcher for the Sports Business Research Academy, as well as Lecturer of Digital Marketing and Branding at BHMS Business & Hotel Management School and Kalaidos University of Applied Sciences in Switzerland. My main research interests include second-screening and spectator sports, uses and gratifications of watching unscripted shows, retro marketing and apparel promotion, driving social media engagement, intentions to watch women’s sports, and metaverse adoption. I also work as a Digital Marketing and Communications Specialist for the Swiss National Museum. I hold a Doctor of Business Administration degree and a Master of Science in Marketing degree from Heriot-Watt University, UK, and a Bachelor of Science (Hons.) in International Management degree from FHNW University of Applied Sciences Northwestern Switzerland.