I am currently an Associate Professor in the Department of Marketing at the University of Alicante (UA), and I have held the ANECA accreditation for Full Professor since October 2024. Previously, I worked at Miguel Hernández University (UMH) as a predoctoral research fellow (Vali+d grant) and as an adjunct lecturer.

Regarding my education, I hold a Diploma in Business Studies from the University of Alicante (2007, Extraordinary Award), a Master’s degree in Commercial Business Management from Sorbonne University (Paris) and the Alicante Chamber of Commerce (2008), a Bachelor’s degree in Market Research and Techniques from UMH (2010, Extraordinary Award), an Official Master’s degree in Human Resources Management, Work and Organizations from UMH (2012), and a European PhD in Marketing and Strategic Management from UMH (2016, Extraordinary PhD Award).

In terms of my research activity, I have participated in several projects in both marketing/business and educational innovation. I have been awarded two six-year research terms (sexenios) by CNEAI-ANECA (2013–2018 and 2018–2024). I am a member of the Board of the European Social Marketing Association (ESMA), the International Social Marketing Association (iSMA), and the Spanish Academic and Professional Marketing Association (AEMARK). Furthermore, I serve on the Editorial Board of the Journal of Social Marketing and the International Review on Public and Nonprofit Marketing.

I have been part of the “Marketing” research group since 2017, where we have produced several publications and conference contributions at both national and international levels. I would like to highlight my strong interest in conducting and disseminating my work internationally, which has led me to undertake several research stays at prestigious international institutions. I also act as a reviewer for a number of high-impact international journals and for international conferences in the fields of marketing and business (e.g., Journal of Consumer Behaviour, Tourism Management, Journal of Environmental Management, among others).

My main research line focuses on consumer behavior within social marketing and tourism, particularly on natural resource conservation (e.g., Journal of Environmental Psychology, Resources, Conservation and Recycling, Waste Management, British Journal of Sustainable Tourism, Journal of Destination Marketing & Management, Urban Water Journal, among others) and on young people’s behavior related to different addictions (e.g., Health Education Research, Journal of Social Marketing, among others).