Carmen joined the Open University Business School in November 2017 as a Lecturer in Marketing. She holds a PhD in Business Management from Alliance Manchester Business School, the University of Manchester, UK. Her main research interests are in the areas of branding, consumer behaviour and trust. She previously worked for 11 years in the private sector, mainly in the retail sector. Within the Open University Business School, she is part of the module teams for B206 ‘Understanding customers’ and BXM191 'Business and finance fundamentals in practice'. Carmen is Associate Fellow HEA.