Kitty Shaw

Kitty Shaw is a Lecturer at the University of Edinburgh Business School, where she teaches undergraduate courses in Financial Services Marketing and Marketing, as well as post-graduate Marketing Communications. Her research focuses on financial services marketing, particularly pensions and retirement planning, examining how cultural and structural influences affect disadvantaged groups like women and Generation Y.

Her research spans topics including workplace marketing, employer branding, and gender studies, with a focus on making financial services more accessible. Publications from 2014–2018 address pension engagement, retirement planning disparities, and the role of pensions in employer branding. She also contributed to edited collections on marketing communications and promotion strategies.

Her work emphasizes market research, strategic marketing planning, and cultural influences on financial decision-making, particularly in underrepresented demographics.