Alex is a PhD Candidate at Royal Holloway, University of London and a graduate of the University of Wisconsin, USA (BS in Business Administration) and Aalto University, Finland (MSc in Marketing). She is also a marketing professional with years of industry experience in brand strategy and consumer insight. Her academic interests revolve around consumer culture theoretics and new qualitative methodologies that capture how people, brands and communities negotiate and interact with a dynamic globalized marketplace. Currently, Alex is working on projects that investigate how acculturation, mobility, and migration shape new social dynamics and affect the makeup of both business and cultural landscapes.