Work with thought leaders and academic experts in metaverse

I am a marketing professor who specializes in augmented/extended realities, metaverse marketing, brand storytelling, and influencer marketing. I am a public speaker and consultant who helps your brand thrive in today's and tomorrow's new realities. <br> \~ ⨏ \~ <br> MY PASSION is to explore augmented reality’s strategic potential for marketing: I published the first-ever conceptual article on AR marketing, which won Article of the Year award and is one of the most-cited publications about this topic. I have taught AR since 2015 as part of my social media and digital marketing courses at Cal Poly. At Brock University, I developed and teach the world’s first dedicated Augmented Reality Marketing courses for undergraduate as well as MBA students. <br> \~ ⚬ \~ <br> MY RESEARCH combines ethnographic methods with socio-cultural frameworks to cut through the complexities of marketing and consumption: I explore how augmented reality can deepen consumer/brand relationships, how it helps customers feel more competent and autonomous, how Pokémon GO players co-create and transport into hybrid-realities, how managers can deploy AR initiatives, and how various types of augmented realities offer different strategic opportunities for brands. My social media research explores how marketers can build their brands in today’s polarized and tribal societies by fighting back against online critics. <br> \~ × \~ <br> I LOVE building bridges between academia and the broader business community: I'm a member of Adweek's Academic Council and serve on the advisory board of Schulich’s Future of Marketing Institute. I regularly publish research-driven insights in Adweek, MKTGsquad, and other AR-specific publications. I provide expertise for marketing agencies and consult wine, CPG and technology companies in the US and Canada on branding and augmented reality marketing. I decipher the babel and help people see the big picture. <br> \~ 🦊 \~

I hold a Ph.D. in Computer Science & Telecom from the National Institute of Posts and Telecommunications (INPT) in Rabat, Morocco, with a distinguished grade. My doctoral research focused on optimizing energy consumption in Wireless Sensor Networks (WSNs) and the Internet of Things (IoT) using artificial intelligence tools. As a Postdoctoral Research Fellow at Howard University, USA, I am currently involved in conducting original research on integrated cybersecurity and artificial intelligence algorithms for various mission-critical applications such as IoT, UAS, UAV, and CPS. I have published several research results in high-impact peer-reviewed scientific journals and conferences, as well as developing technical and annual reports for funding agencies. Additionally, I occasionally mentor both graduate and undergraduate students. Before my current role, I served as a Postdoctoral Research Fellow at the University of North Dakota, USA, where I wrote research proposals, conducted research in projects related to artificial intelligence, published research results, and supervised undergraduate and graduate research. Previously, I worked as a Postdoctoral Fellow and lecturer at INPT, Morocco, where I was involved in co-supervision of Ph.D. students, writing research proposals, and optimizing the performance of routing protocols using deep learning in IoT. My diverse research background includes developing hierarchical routing protocols based on fuzzy clustering algorithms and fuzzy logic to optimize energy consumption and maximize network lifetime in WSNs. I also worked on mathematical models and algorithms for green IoT deployment, considering energy consumption and throughput as optimization constraints. Additionally, I have experience mentoring undergraduate students in research activities.

# Augmented Reality (AR) Marketing Leader, XR Trainer & Speaker, User-centric Content Marketer for Emerging Technologies. Community Builder & Advocate I've been using XR (an umbrella term for AR, VR, metaverse, etc.) for marketing since 2015; taken 2 prominent augmented reality start-ups to market as their first marketing directors; and have built dozens of apps, filters, prototypes, and proofs-of-value for usecases for: retail, fashion, social ar, industrial manufacturing, remote assistance, education, social impact, and more. I've partnered with Fortune 50 brands to launch award winning AR apps that leverage LiDAR scanning, computer vision, AI guidance, gamification, and digital twins in the ecommerce checkout flow of an existing brand app. In addition to teaching dozens of XR for business workshops for creative agencies, marketing teams, brands, government agencies, I also host The AR Minute, an interview podcast focused on demystifying metaverse technologies. In the last year I spoke with 80+ metaverse professionals across all industries, roles, and applications.