As a senior lecturer in Digital Enterprise, Dr Joneidy brings a wealth of expertise and experience to the intersection of academia and industry. With a focus on Responsible AI, Digital Culture, and Change Management within Digital Transformation, Sina has consistently delivered impactful insights and solutions in these critical areas. Notably, they have not only led but also supported several knowledge transfer partnership projects funded by Innovate UK, demonstrating their ability to translate academic research into practical applications that drive innovation and growth in industry.

Specializing in technical Legal functionalities within Digital Trade, Sina has demonstrated a keen understanding of the legal complexities inherent in digital ecosystems. Their work extends beyond academia, as they actively engage in commercial research, consultancy, and collaborative R&D initiatives, bridging the gap between theory and practice.

With a proven track record of driving innovation and fostering meaningful industry partnerships, Sina is dedicated to empowering organizations to navigate the challenges and opportunities of the digital age. Their holistic approach to digital enterprise encompasses not only technological advancements but also the socio-cultural implications and ethical considerations, ensuring that businesses are well-equipped to thrive in an ever-evolving landscape.

Through their dynamic blend of academic rigor and real-world applicability, Dr Joneidy is committed to driving positive change and shaping the future of digital business. Their expertise and thought leadership make them a valuable asset for any industry seeking to harness the full potential of digital technologies.