She is an expert in applied mathematics (president of the applicable UK institute, actually) and this is absolutely of a piece with that; it's not some wishy-washy thing that she does.
Public understanding of science has proved to be a valuable field, and I think this will be important. Her Oxford opposite number, arguably, is Marcus du Sautoy, who has the Public Understanding of Science professorship that was originally created for Dawkins.
But, that was not at Cambridge, which is what the original post by vgivanovic claimed, right? It was at University College London.
> Public understanding of science has proved to be a valuable field,
I never contested that, assuming that it is done responsibly and well. But that field, as well as a large proportion of her activities and work, as well as the title "Professor of the Public Understanding of Mathematics", seem softer and less hardcore than many other titles for professors regarding mathematics.
A field can be both soft and valuable, assuming the field is handled responsibly and well.
> president of the applicable UK institute
A president is not primarily a researcher, right? More about external relations, strategy, management, etc., as far as I know. Mentioning her being a president weakens your argument, and strengthens my argument, as far as I can tell. There are other former presidents of that institute that likewise have had a more educational focus instead of hardcore research focus, like Celia Hoyles as far as I can tell.
> She is an expert in applied mathematics
She does have a PhD, but apart from that, her research work has been more focused on softer topics as far as I can tell. Do you know of any work after her PhD that was more hardcore research? The publications I found were more soft, like "The Indisputable Existence of Santa Claus (2015)", a few years after completing her PhD.
Do you know if she has been employed in the private sector regarding what one could perceive as more hardcore research or engineering? She seems to be very hardworking and active, and have written a lot of books and worked with a lot of movies and other media, apart from being a president of an institute and being a professor, so it would be impressive if she also found both time and energy for hardcore research. I don't know if other professors would be able to take on that many challenges at once. She cannot be described as lazy by any means.