Irma is a PhD Candidate in Marketing Technology at the Newcastle Business School, where she focuses on the influence of technologies on consumer trust and purchasing decisions. Her research covers diverse areas such as marketing technology, consumer trust, traceability, certification, sustainability, and authenticity, reflecting her wide-ranging interests.
With a background as a marketing manager in the wine industry, Irma developed a strong interest in understanding wine consumers and combating counterfeiting issues in the global wine market. This experience provided her with valuable insights into the challenges faced by the Australian wine industry, which continue to shape her research today. Irma's PhD project is supervised by Prof. Jamie Carlson, A/Prof. Tamara Bucher, and Prof. Lisa Toohey, with support from industry partners Tamburlaine Organic Wines, First Creek Wines, MCC Label, and Laava. She has also received a scholarship from Wine Australia for her PhD research.
To learn more about Irma's exciting PhD project, you can watch this video.
Professional expertise
In addition to her academic pursuits, Irma has hands-on expertise gained from her time in the wine industry. She was responsible for the marketing and communication strategy of a prominent wine producer in the Hunter Valley. Her role included implementing digital marketing strategies, communicating sustainability initiatives, managing innovation projects, and integrating marketing technology throughout the organization. This practical experience has given her valuable insights into the challenges faced by the Australian wine industry, which she incorporates into her research.
Qualifications
Irma holds an MSc in Wine Management from the Burgundy School of Business (France) and a Master in Management from EM Normandie Business School (France). She also has a General Academic Studies Degree in Chinese Language Literature and Cultures from INALCO University - Sorbonne Paris Cité (France). Irma holds a Wine & Spirits Education Trust Level 3 Award in Wines (Advanced).
Awards
Irma has been recognized for her achievements with various awards and honours. She was the winner of the 2021 Newcastle Business School 3 Minute Thesis competition and has served as a mentor for the Three Minute Thesis program in 2022. In 2023, she took on the role of a judge for the Newcastle Business School's Three Minute Thesis event. Irma was also a finalist for the 2022 University of Newcastle Industry Engagement Award, highlighting her commitment to connecting academia and industry.
She also participated in a one-year cultural immersion program in China, supported by the Evonik Scholarship in 2007. Following her return, she volunteered as a Programme Coordinator for AFS Picardy in France from 2008 to 2013, facilitating intercultural experiences for others.
