Third-year doctoral researcher at the UKRI Circular Economy Hub, part of the £30 million National Interdisciplinary Circular Economy Research (NICER) Programme. My research explores how businesses can integrate social value into their circular business model transformations, working with Fortune 500 companies in automotive, manufacturing, and construction sectors to develop practical frameworks for implementation. Alongside my research, I maintain an active teaching portfolio at the University of Exeter. Beyond academia, I serve as Product Manager at John Deere (Vapormatic), overseeing the aftermarket parts portfolio for UK and European markets. My entrepreneurial experience includes founding and leading SpudMe, a digital networking platform where I was able to secure multiple grants and managed a diverse team of 15 members across 9 countries. A combination of academic research, industry experience, and entrepreneurial leadership provides me with valuable insights into both the theoretical foundations and practical challenges around strategic sustainability integration and product management.