I am an Associate Professor in the eHealth Unit, based at the Research Department of Primary Care & Population Health (PCPH). I am dual trained in Public Health Medicine and General Practice. My PhD examined the impact of pay-for-performance schemes in Primary Care, such as the national Quality & Outcomes Framework (QOF), on prevention activities, including smoking cessation advice and alcohol screening and brief intervention, with a focus on health inequalities. This work led to a NIHR Academic Clinical Lecturer post at PCPH, followed by a HEFCE-funded Clinical Lecturer post at PCPH. I was promoted to Associate Professor in 2020. I work three days a week at UCL and two days a week as a Public Health Consultant at Salford Council.