Dr Aleksandrina Atanasova is an Assistant Professor of Marketing at Bayes Business School (formerly Cass), City, University of London. Aleksandrina's primary research and consulting areas are in consumer behavior, consumer culture, lifestyle transformations, and the shifting social context of marketplace behaviors.

Before joining academia, Aleksandrina was a marketing executive and a brand manager, having worked with some of the biggest FMCG and experiential brands around the world.

Her work has been published in top academic journals, and her latest projects have explored alternative lifestyles, such as digital nomadism and van-living, emerging in response to a rapidly changing socio-cultural landscape.