Oona joined the Institute for Social Marketing in 2009 and is currently working on a range of research projects, namely relating to alcohol.

In 2009 Oona completed her PhD study, Negotiating Power, Resistance and Control: Young Women's Safety in Bars Pubs and Clubs at the University of Stirling. She previously completed an MA in Social Policy and Management Studies at the University of Glasgow in 1997, and an MSc in Applied Social Research at the University of Stirling in 2005.

Prior to engaging in academic research, Oona worked for a number of years in the voluntary sector with vulnerable young people, and women who had experienced sexual violence.

Oona's current research interests include alcohol, social media, the commercial sexual objectification of women and girls, and sexual violence.