Full Professor in the Department of Communication and Social Psychology at the University of Alicante (Area of Audiovisual Communication and Advertising). She has been a full-time faculty member since 1999 and has been awarded three six-year research assessment periods (sexenios) by the Spanish National Commission for the Evaluation of Research Activity (CNEAI).

She holds a PhD in Sociology from the University of Alicante (2009). Her doctoral dissertation, Public Communication and Strategic Municipal Management: An Exploratory Study of the Thematic Agenda, received the 2010 Blas Infante Award (14th edition) for Research and Studies on Public Administration and Management, granted by the Andalusian Institute of Public Administration (IAAP), Regional Government of Andalusia, in Category B, which recognizes outstanding research on public administration, organizational development, modernization of public management techniques, the application of new technologies, and international comparative studies.

She has taught undergraduate and bachelor's degree courses in Advertising and Public Relations at the University of Alicante, where she coordinates the course Advertising and Public Relations Strategy. She has also taught in the Official Master's Degree in Communication and Creative Industries (University of Alicante), the Official Master's Degree in New Trends and Innovation Processes in Communication (Jaume I University), the Official Master's Degree in Event Management, Protocol and Institutional Relations (Miguel Hernández University of Elche), and the International Diploma in Public Communication jointly organized by the Ibero-American Union of Municipalists and the Menéndez Pelayo International University.

Prior to joining the University of Alicante as a faculty member, she held professional positions in both public and private organizations. Among these, she served at the City Council of Elche, where she was Head of Protocol and Institutional Relations within the Mayor's Office.

She has published more than 40 peer-reviewed articles in journals indexed in the Web of Science (Journal Citation Reports) and Scopus (SCImago Journal Rank), as well as in other international academic and scientific databases.

For twelve consecutive editions, she coordinated Teaching Innovation Networks funded through competitive public calls by the Vice-Rectorate for Digital Transformation and the Institute of Education Sciences (ICE) at the University of Alicante. She also coordinates Technology-Enhanced Educational Innovation Groups within the Department of Communication and Social Psychology.

Since 2019, she has been the Director of the MAE-CO Research Group (Experiential Marketing and Integrated Communication). Her main research interests focus on public and inclusive communication—particularly in the municipal context—civic participation, citizen science, integrated communication strategy, and experiential marketing.

She is a member of the Ageing and Communication Research Group (AgeCOM), the Spanish Association for Communication Research (AE-IC)—Strategic and Organizational Communication Section—the Ibero-American Advertising Network (REDIPUB), University Institute for Social Studies on Latin America (IUESAL), and the Interuniversity Institute for Social Development and Peace (IUDESP).