Tenured Associate Professor of Communications Management in the Department of Communication Studies & Media Arts at McMaster University, with expertise at the intersection of data science, artificial intelligence, communications, management, marketing, politics and culture. His work is informed by behavioural and cognitive science, with a focus on developing communications metrics and applying natural language processing to strategic communications and marketing research. He is also actively engaged in the field of artificial intelligence and advocates for the continued evolution of professional communications and marketing through the adoption of emerging technologies and data-driven approaches. His work explores how organizations can build relationships, strengthen brand and reputation, and establish trust at scale through technologies such as data science, artificial intelligence and augmented reality. He views public relations as a powerful force across business, government and culture, and believes the profession is most effective when it serves both organizational objectives and the broader public interest.