Dr. Nisreen Ameen is a Senior Lecturer (Associate Professor) in Digital Marketing at Royal Holloway, University of London and Director of the Digital Organisation and Society (DOS) research centre. Nisreen is also currently serving as Vice President of the UK Academy of Information Systems (UKAIS) and Co-Chair of the e-Business and Information Systems Management SIG at the British Academy of Management. She is an Associate Editor for Information Technology and People, Computers in Human Behavior and the International Journal of Consumer Studies. Nisreen has also served as a Guest Editor for special issues in various top ranked journals such as: Tourism Management; Information Systems Frontiers, Psychology and Marketing, Industrial Marketing Management and Journal of Business Research. Nisreen's research focuses on two main themes: first, consumer interactions with new-age technologies; and second, how organizations can use these technologies to provide better experiences, services and products. Her research has been published in various journals such as: Journal of Travel Research; British Journal of Management; Psychology and Marketing; Information Technology and People; Information Systems Frontiers; Internet Research. She has led multiple funded projects in collaboration with international companies and policymakers, such as projects funded by Innovate UK and GCRF. Nisreen’s work has been featured in world-leading media outlets such as CNN, World Bank, The Conversation, New Stateman and Fast Company.