Dr Shimul is an internationally recognised scholar specialising in brand strategy, consumer insights, and quantitative research methods, with over 17 years of teaching experience across Asia and Australia. His research examines how consumers respond to signals, emerging technologies, and ethical or societal challenges under conditions of uncertainty.

As a Fellow of the Higher Education Academy (FHEA), Shimul is committed to teaching excellence and pedagogical innovation. He teaches undergraduate and postgraduate units and actively supervises PhD and MPhil candidates.

Shimul collaborates with industry partners, including Western Power, Department of Agriculture, Fisheries and Forestry (DAFF) and the Department of Communities. His research has attracted significant external funding (around $875k) and several competitive grants in consumer behaviour research. Through these collaborations, he works closely with organisations to translate consumer insights into practical strategies that support brand development, responsible marketing, and sustainable innovation.

Shimul serves as Deputy Director of Graduate Research at the School of Management and Marketing (SoMM) and contributes to the academic community as an associate editor, guest editor, and editorial advisory board member for several international journals. His research has been published in ABDC A*/A ranked journals and has received several domestic and international awards. 

He actively collaborates with scholars across Australia, Europe, and Asia to advance research in brand management and consumer behaviour.