Biography
Dr. Nermeen Mustafa is an experienced strategy consultant, keynote speaker and Associate Professor — currently serving as Global Director of the Business Administration programme at Edinburgh Business School, Heriot-Watt University. She has spent over two decades bridging the gap between academic rigour and real-world industry impact.
Her specialisms span luxury brand strategy, innovation and new product development — with particular focus on luxury and creative industries. Her doctoral and post-doctoral research examined competitive strategies in the perfume industry and the fashion industry, producing work cited at internationally recognised conferences, in highly ranked academic journals and in industry publications across the UAE and globally.
Dr. Nermeen is a Fellow of the Chartered Institute of Marketing (FCIM) — the highest level of recognition for senior-level marketers with extensive industry engagement and lasting impact — a distinction held by a select group of professionals globally.
She holds a PhD in Marketing Strategy from Bayes Business School (City, University of London), where her research explored the role of trust and reputation in business relationships. She has contributed to the development and accreditation of postgraduate programmes in luxury management across the UK and the UAE, and was a founding member of the MA Luxury Brand Management at both Regent's University London and the University of Wollongong in Dubai.
As an educator and researcher, Dr. Nermeen believes assessment is no longer just a measure of academic achievement — it is a rehearsal for the real world. She actively collaborates with industry leaders to provide students and professionals with real-world exposure, practical frameworks and hands-on learning opportunities that create lasting impact beyond the classroom.
She is the host of Luxury Redefined with Dr N — a podcast and YouTube channel with over 48 episodes exploring creativity, culture and the evolving meaning of luxury — and is always eager to learn, collaborate and share insights with students, colleagues and industry partners around the world.
