Luca Sabia is an Assistant Professor of Marketing and Digital Marketing at Coventry University, where he serves as Course Director for the MSc in Digital Marketing Management and an ASPiRE Research Fellow. He coordinates the School of Management blog and is an External Examiner at Leeds Beckett University. Luca is also a Fellow of the Higher Education Academy and a Fellow of the Royal Society of Arts, and mentors MBA students at Durham University Business School.

A Chartered Marketer (CMktr), Luca brings a hybrid background across academia and industry. After earning a degree in Communication from Sapienza University of Rome, he specialised in marketing and financial communication, CSR, cause-related marketing, and open innovation. He has worked with top-tier agencies and Fortune 500 companies, and co-authored a book on material-driven design, exploring how material choices can drive innovation, user experience, and sustainable growth strategies. He led the media strategy for a $1B M&A deal before completing an MBA at Durham University and a PhD in Entrepreneurship, where he focused on digital investor behaviour and equity crowdfunding dynamics.

His research explores digital marketing, entrepreneurship, crowdfunding, blockchain, crypto marketing, and the role of AI in business models and algorithmic trust. He investigates how digital finance can democratise access to capital and enable community-driven ecosystems. Luca’s work adopts a multidisciplinary lens and has been published in peer-reviewed journals and academic books. He is currently co-authoring a textbook on Marketing and Technology for Taylor & Francis.

Luca teaches undergraduate and postgraduate courses in digital marketing, sustainable growth, and global team management. Recognised as a Student Voice Champion, he is known for a practical, student-focused approach that bridges theory and real-world applications in diverse, international classrooms.

Outside academia, Luca writes for outlets such as Lettera43 and Ethos Magazine, and previously curated a blog for the Financial Times. He founded Cryptico, a cultural project exploring the digital economy and its social impact.

He champions a human-centred vision of digital innovation, grounded in values like transparency, participation, and social impact. Luca critically examines tech trends, with a focus on long-term effects and the ethical and societal dimensions of digital transformation, recognising both the risks (algorithmic manipulation, polarisation) and the opportunities (empowerment, democratisation) brought by emerging technologies.

His research focuses on shaping a more human-centred digital future by exploring how emerging financial architectures can democratise access to capital, foster community-driven ecosystems, and redefine market participation. Adopting a multidisciplinary lens, he examines how digital innovation transforms investor relations, brand building, community engagement, and the broader dynamics of trust in algorithmic environments.