After completing my BSc in Neuroscience at the University of Aberdeen, I kept wondering, how can I apply this knowledge outside the lab? I was drawn to how brands try to understand behaviour; but I wanted to go deeper than surface-level strategies and advice. That led me to pursue an MSc in Marketing at King’s College London, where I began connecting brain science to real-world brand thinking. For example, in industries like hospitality and wellness, where clarity, trust, and emotional understanding matter significantly.

My curiosity didn’t stop there. I believe in continuous learning, which inspired me to start “The Guided Mind”, available in Substack. My newsletter breaks down insights from scientific studies, books, and podcasts in a way that’s clear, grounded, and practical for people who are curious but not necessarily coming from a scientific background.