Ms Allen Dawn Jorda
Allen is a Part-Time Visiting Lecturer (PTVL) in Marketing at Westminster Business School, University of Westminster, with over 25 years of industry experience in the marketing field. Her professional background includes leading marketing teams and collaborating with global brands on award-winning campaigns, spanning brand strategy, integrated marketing communications, and digital marketing. This extensive industry experience informs her academic work, enabling a strong connection between marketing theory and contemporary practice.
Alongside her academic role, Allen remains an active industry practitioner. She is the founder of a startup marketing agency in the UK and is currently leading a brand launch for a Filipino company targeting the Filipino diaspora in the UK. Balancing academic engagement with ongoing professional practice enables her to continually examine how marketing theory translates into real-world contexts, thereby reinforcing a practice-informed approach to teaching and scholarship.
Allen completed her MSc in Marketing Management at the University of Westminster, graduating with distinction. Her dissertation examined an underexplored aspect of second-hand consumption among Filipino consumers, focusing on peer-to-peer digital marketplaces. The research explored attitudes and behaviours toward second-hand branded products within cultural and value-based contexts, contributing to discussions in consumer behaviour and alternative consumption systems. She continues to maintain an academic interest in Filipino market contexts and culturally informed consumption practices.