Nurbiha is an educational technologist from Faculty of Educational Sciences and Technology. She is currently serving as the Director of Center for Advancement in Digital and Flexible Learning at Universiti Teknologi Malaysia and entrusted to be the Chairman of Malaysia Head of Public University e-Learning Council (MEIPTA) from 2020-2025. Her research interest is on educational data mining, online learning and learning analytics.

She has conducted various trainings and workshops locally and internationally related to designing online learning and understanding learning analytics. She headed research grants both local and international research grants related to learning analytics and online learning. Her recent project is with UNESCO Mahatma Gandhi Institute of Education for Peace (MGIEP) to develop an online course on Media Literacy and the Malaysia Ministry of Higher Education research through Transdisciplinary Research Grant for AI Impact on Teaching and Learning in Higher Education.