Lecturer at the University of Alicante in the Department of Communication and Social Psychology. She holds a Bachelor’s Degree in Advertising and Public Relations, awarded with an Extraordinary Prize, from the University of Alicante, and a Diploma in Advanced Online Marketing from ESIC in Barcelona.

She obtained her PhD from the University of Alicante in 2021, with an Extraordinary Prize, in the Business, Economics and Society doctoral programme, specialising in Communication, Behaviour and Society. Her doctoral dissertation was the first PhD thesis in Spain on the SEO industry (search engine optimisation).

She collaborates on research projects funded by the Spanish Ministry of Science, Innovation and Universities: "Quality and Effective Dissemination of Digital Information in the Media and Cultural Institutions to Promote More Inclusive Societies (CADEMIC)", PID2025-172242OB-I00, and "Digital Gaps in University Education in the New Communication Paradigm: Hybridisation of Skills, Gender and Generations in the Labour Market (COM2GENDER)", PID2022-141382OB-I00.

She is a member of the Strategic Communication Studies Group (E-COM). She has also been a member of university teaching innovation research networks, including Teaching Innovation and Professional Transfer in Advertising: Evaluation of the University Effectiveness Programme as a Challenge-Based Learning Model; Teaching Innovation and Data-Driven Communication: Measurement, Audiences and Digital Media; Technologies in Digital Communication: Skills and Expectations; Technologies in Digital Communication Studies; and Advertising Research and Planning, among others.

She has been teaching at the University of Alicante since 2008. She teaches Media Research and Planning and Information Management in Communication in the Bachelor’s Degree in Advertising and Public Relations, and has also taught Advertising and Tourism. On the Master’s Degree in Digital Communication, she coordinates and teaches the course Search Engine Optimisation and Advertising. She has also taught on postgraduate programmes offered by the University, including the Master’s Degree in Online Communication and the Specialist Course in Web Design. She has supervised numerous undergraduate and master’s dissertations.

Her research focuses on search engine optimisation (SEO) and web visibility, professional skills and profiles, and digital communication. Her articles have been published in BiD (SJR Q4), Estudios del Mensaje Periodístico (SJR Q1), El profesional de la información (JCR 2021), Revista de Comunicación (SJR Q2), and Cuadernos.info (SJR Q2). She has also contributed to edited volumes published by academic publishers such as Tirant Lo Blanch, McGraw Hill, Pirámide, and Marcial Pons.

She combined her teaching and research career with 20 years of professional experience in communication and advertising agencies, working as a digital marketing communications consultant specialising in SEO content, copywriting, and web strategy, as well as serving as a marketing manager in the private sector.