Dr Grincheva is a Postdoctoral Fellow in the Research Unit of Public Cultures at the University of Melbourne. She pursues her career in the field of digital humanities focusing on development of new computational methods to study contemporary museums as important players in creative economy. Her first book, Branding the Global Guggenheim: Cultural Diplomacy in the Neoliberal Age, explores franchising museum practices as new avenues for contemporary institutional diplomacy and global museum PR. The second monograph forthcoming in 2018, Museum Diplomacy in the Digital Age, will contribute to the ‘Museum Meanings’ Routledge series. It will explore online museum spaces as sites of social activism and digital diplomacy through several case studies of the largest museums in North America, Europe and Asia-Pacific.