Ewelina Lacka serves as Reader in Digital Marketing & Analytics and Head of Marketing Group at the University of Edinburgh Business School, where she has established herself as a prominent researcher in digital technology adoption and implementation. After completing her PhD from the University of East Anglia exploring e-commerce and online shopping, she held positions at the Universities of Strathclyde and Glasgow before joining Edinburgh. Her research spans multiple areas including digital marketing, technology adoption, social media analytics, and big data, with over 2,200 citations to her work. She has published extensively in prestigious journals, including the Journal of Marketing, and has served as a Guest Editor for leading international journals such as Industrial Marketing Management. Beyond her academic contributions, she has developed the Professional Certificate in Digital Marketing Fundamentals on EdX and regularly engages with industry practitioners in collaborative research. Her expertise encompasses e-commerce, social media, self-service technologies, virtual and augmented reality, and the Internet of Things, while maintaining a strong focus on enhancing student learning through digital technologies. As Deputy Director of Research (Impact), she continues to bridge the gap between academic research and practical applications in digital marketing.

Vrinda Narain serves as a Teaching Assistant at the University of Edinburgh Business School, where she specializes in digital marketing education. After graduating from the University of Edinburgh with a Marketing degree in 2021, she has established herself in both academic and practical digital marketing roles. Her experience includes working as a digital marketing intern with the university's online learning team and serving as a Business School student ambassador. She currently contributes to the Digital Marketing Fundamentals Professional Certificate program on edX alongside senior faculty members, helping to shape the next generation of digital marketers. Beyond academia, Narain has worked with small businesses in Scotland to enhance their digital marketing practices during the pandemic, covering both B2B and B2C marketing strategies, organizing digital marketing workshops, creating performance reports, and managing social media campaigns. Her expertise spans digital technology adoption, social media management, and performance analytics, making her a valuable bridge between academic theory and practical application in digital marketing.

Malcolm Kirkup has served as Dean and Pro Vice-Chancellor at Westminster Business School, where he has established himself as an influential figure in business education. After completing his BA (Hons), MSc and PhD from Exeter, Cranfield and Lancaster Universities respectively, he has built an impressive career in academic leadership. His experience includes directing MBA programs and leading educational innovation initiatives at multiple institutions, including serving as Director of The One Planet MBA and Director of Masters Programmes. At Westminster Business School, he has focused on enhancing the school's international reputation and developing collaborative relationships with business partners to strengthen educational programs. His expertise spans program development, educational innovation, and strategic leadership in higher education, particularly in business and management education. Beyond his administrative roles, he contributes to digital marketing education through his involvement in professional certificate programs, demonstrating his commitment to expanding access to business education through online learning platforms.

Asanka De Silva serves as a Business School Associate at The University of Edinburgh, bringing extensive experience in global brand management and marketing leadership. After completing his MBA from the University of Edinburgh in 2010, he spent 15 years in the FMCG industry managing well-known global brands including Coca-Cola, John West, and The Famous Grouse. His career evolved from business development to marketing leadership roles at local, regional, and global levels before transitioning to general management in 2014. In 2015, he founded Liver Health UK, where he currently serves as CEO, demonstrating his entrepreneurial spirit in the health and wellness sector. Beyond his business ventures, he maintains strong ties with the University of Edinburgh Business School, chairing the Alumni Steering Group and contributing to the school's connection with industry. His current focus includes developing sustainable and health-focused brands, including healthy coffee brand Livon and carbon-neutral venture Earth's Finest. His journey from marketing practitioner to entrepreneur exemplifies the transformative potential of combining global brand experience with healthcare innovation.