Dr Anabel Gutierrez Mendoza

Senior Lecturer in Digital Marketing


Dr Anabel Gutierrez is a Senior Lecturer in Digital Marketing with over 25 years of academic experience which she has balanced with industrial practice gained from consultancy work in IT and innovation projects for both private and public sectors.

From 1994 to 2004 she was a lecturer at the Tecnologico de Monterrey in Mexico City where I held several positions leading IT executive training and during the last five years acting as Programme Director. She conducted Business and IT Alignment at Brunel University research and was awarded a PhD in Information Systems in 2009.

Dr Gutierrez joined Regent's University London in 2009 leading various modules such as Emerging Technologies for Business, Digital Marketing, Project Management and Research Methods. She also has experience in curriculum development and led the MSc Digital Marketing and Analytics development at Regent’s in 2014.

Research Interests

Dr Gutierrez research interest areas are in innovation and adoption of emerging technologies for the digital economy with particular interest on data privacy concerns, the use of data to understand consumer behaviour and how to improve data-driven decision making

She has won in 2017 the best paper award in the track ‘E-Marketing’ at the Academy of Marketing Conference. She has published several articles in international peer-reviewed journals and conferences as well as acting as a reviewer since 2006.


  • Principles of Digital and Social Media Marketing
  • Emerging IT Trends for Digital Marketing
  • Digital Marketing Strategy and Planning
  • Project Management


Anabel is an active member of the SAS UK & Ireland Academic Advisory Board. Dr Gutierrez holds a PRINCE2 Certification and is engaged in ongoing research and consultancy projects for large firms and SMEs. Some examples of collaboration with industry include companies such as AXA Insurance, SAS, ASDA in the UK.


See publications on Google Scholar