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Kitty Shaw is a Lecturer at the University of Edinburgh Business School specializing in Financial Services Marketing. With extensive experience in market research, international marketing, and strategic marketing planning, she focuses on the complexities of pension engagement among women. Kitty’s doctoral thesis explored how cultural and structural influences impact individual lives and their engagement with pensions and financial services, particularly for groups that are currently disadvantaged. Her teaching covers undergraduate and post-graduate courses in Financial Services Marketing and Marketing Communications. Through her research, she has contributed to various publications and conferences on topics such as the pension 'X' factor for Generation Y men and the intersection of workplace marketing practices and pensions.
Department of Marketing