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  • PhD in Marketing, The University of Edinburgh
  • PGCE Birkbeck, University of London
  • BA International Marketing and Languages, Dublin City University, Ireland


Wendy joined the Marketing group in the Management department at Birkbeck in 2011. She holds a BA from Dublin City University, a PGCE from the University of London, and a PhD from the University of Edinburgh. Her research interest focuses on consumer culture theory, interpretive consumer research and gender. She is also interested in practical and entrepreneurial implications of gender and consumer research.

She continues to publish findings from her ethnographic study of young men’s consumption practices in Scotland. More recent directions include the study of gender equality in marketing and consumer research, inspired by her participation in the UN PRME gender equality working group. She is also involved in research as part of the FP7 TRIGGER research grant awarded to Birkbeck, exploring in particular gender cultures within research and science.

Employment history

Alongside research, Wendy has several years work experience in diverse marketing positions across industries and organisations, ranging from events marketing and public relations to working as a marketing executive in international companies such as Ryanair Ltd. She continues her work as a marketing consultant for established and start-up companies.


  • Association for Consumer Research
  • Fellow of Higher Education Academy (HEA)
  • Member of Association for Consumer Research
  • Member of Macromarketing Society

Dr Wendy Hein