Hela Hassen is an Assistant Professor in the Marketing Department at KEDGE Business School. She holds a PhD in Marketing from the University of Leicester. Hela then joined King's College London, where she served as the Director of the online MSc Marketing at King's Business School. She also worked as a Research Associate in Marketing at the University of York. She has several years of experience as a consultant, specializing in qualitative research data analysis in the British and French markets. Her research primarily focuses on the role of marketing and consumption in society, with a particular emphasis on food, sustainability, and digitalization. Hela is dedicated to interdisciplinary work, specializing in marketing studies and educational research. She is also deeply committed to promoting Equity, Diversity, and Inclusion (EDI) in education, striving to create a supportive learning environment for all students.