About Bianca

Before she turned seven, Bianca had already called three continents home. This early exposure to diverse cultures, languages and ways of life sparked a lifelong passion for global exploration and connection, one that continues to influence her work and worldview today.

Bianca is an international marketing leader, business advisor and academic with over 20 years of experience working across the UK, Europe, the Middle East and North Africa. She has led high-impact events and marketing strategies for some of the world’s most iconic hospitality and lifestyle brands, including Hard Rock Cafe, The Ritz-Carlton and Kempinski Hotels.

Her career has always been fuelled by a love of storytelling, consumer psychology and crafting experiences that create emotional connections with customers. Whether she’s leading a global marketing team, mentoring students or consulting with businesses on brand positioning, Bianca brings energy, insight, and international perspective to every project.

Today, she channels her expertise into academia as the Course Leader for the BA (Hons) International Business degree at the University of Portsmouth, a unique course where every student studies abroad and can gain hands-on industry experience. As a Marketing Teaching Fellow, she shares her industry knowledge across a range of modules, from International Marketing Communications to User Experience and Consumer Insights.

Bianca’s work is driven by curiosity. Not just about marketing and business, but about people, ideas and the unseen forces that shape them. Her latest research interest explores the intersection between Western Esotericism and consumer behaviour, challenging traditional perspectives and opening up new possibilities. BiancaCartin.com is her creative space, a digital portfolio that showcases her past projects and current passions. It’s where her international career, academic voice and curiosity for the esoteric come together.

Biancas' World

Marketing Idealogy

Bianca sees marketing as both an art and a science, a discipline that blends creativity with strategic thinking. With over 20 years of international experience, she approaches her work as a perpetual student, always adapting to new technologies, trends and consumer behaviours.

She believes effective marketing balances business objectives with human connection. It’s not just about responding to what consumers want, but anticipating what they need, often before they know it themselves.

Bianca values a consumer-first mindset, grounded in insight and empathy. She embraces digital innovation while recognising the enduring power of traditional principals, believing that a truly impactful strategy often blends both.

At the core of her ideology is a commitment to continuous learning, meaningful engagement and creating marketing that creates an emotional connection.

Teaching Philosophy

Bianca believes education is transformative, a space where knowledge meets real-world relevance. Her teaching blends academic theory with practical insight, preparing students for the dynamic world of marketing and business.

As a seasoned marketer turned educator, she takes a student-centred approach, offering personalised guidance that supports individual goals, whether entering industry, launching a business or pursuing further study. She meets students where they are and helps them grow into where they want to be.

With over 18 years of global marketing experience, Bianca brings business concepts to life in the classroom. Her teaching bridges the gap between theory and practice, showing students how marketing shapes the world around them.

Research

Bianca’s research brings together her professional background in marketing and her long-standing interest in Western Esotericism. While studying for her MA in Digital Marketing, she explored how Institutional Theory could be applied to this emerging academic field, examining how esoteric knowledge is becoming more visible and legitimised within higher education.

Her work focused on the origins of institutional structures in education and how they intersect with alternative knowledge systems. Using netnography, she analysed digital communities engaged in esoteric research, uncovering insights into how these spaces contribute to the academic and cultural repositioning of the field.

This research will lay the foundation for future academic work, including the development of a potential PhD. Bianca plans to explore how esoteric frameworks can inform contemporary marketing theory and practice, particularly in relation to identity, cultural capital and the institutionalisation of knowledge.

Interests

_The_School_of_Athens__by_Raffaello_Sanzio_da_Urbino_

Bianca’s interests are deeply connected to her teaching philosophy and pedagogical approach. She is committed to advancing her research in Western Esotericism, marketing and consumer behaviour, while staying informed on industry developments to ensure her teaching remains current and relevant.

Recently, Bianca delivered a guest lecture at the University of Chichester titled “Myth, Ritual & Magic: Impact on Consumer Behaviour.” This experience underscored her passion for connecting academic research with real-world marketing applications. She is enthusiastic about future opportunities to guest lecture at universities and conferences, eager to share her insights from both her academic research and extensive business experience.

While her primary focus is on teaching business and marketing, Bianca is open to opportunities in marketing communications advisory or consultancy. She seeks collaborations where shared values and goals allow her to contribute her expertise to projects that align with her professional interests and experience.