Sepideh Samadi

Dr. Sepideh Samadi is an Assistant Professor in the School of Social Sciences at Heriot-Watt University, specializing in Marketing. She serves as the Director of the MA Marketing (Hons) Program and a course leader, overseeing curriculum development and academic quality. Her expertise spans Digital Marketing, Consumer Behavior on Digital Platforms, Luxury Branding, and Marketing Technology. She holds an Associate Fellowship from the Higher Education Academy (AFHEA) and has over 10 years of experience in higher education across multiple international systems.

Dr. Samadi’s research focuses on social media marketing, influencer dynamics, Industry 4.0 technologies, and digital transformation in education. She has published widely in IEEE conferences and journals, addressing topics like parasocial relationships in influencer marketing and the impact of digital twins on targeted marketing. Her work bridges marketing with psychology and supply chain management, emphasizing practical industry relevance.

Teaching responsibilities include undergraduate and postgraduate marketing modules, dissertation supervision, and corporate training for bankers. She is actively involved in academic leadership, student recruitment, and professional development initiatives. Beyond academia, her career included roles at Sony Mobile UAE, contributing corporate marketing insights to her academic research.

Her awards include AFHEA recognition for teaching excellence. She mentors students through the Marketing Society and engages in community outreach as a TEDx speaker on sustainability and cognitive recycling. Professional development priorities include advancing pedagogical practices and digital marketing innovation.