I am a Marketing PhD Candidate (Job Market 2026-2027) at the University of North Carolina at Chapel Hill (Kenan-Flagler Business School).

My research centers on branding, especially how branding strategy shifts in an evolving digital world, and spans social media advertising, influencer marketing, and retailing. I combine causal inference and empirical modeling with large language and vision-language models to make sense of the multimedia content through which brands now compete, turning unstructured content into measurable strategy. With a background in business consulting at Deloitte, I aim to bridge the gap between research and practice, leveraging innovative methods to solve real-world business challenges. I am motivated by the potential to make a tangible impact in this technology-driven world.

I am advised by Katrijn Gielens (Tilburg University) and co-advised by Jan-Benedict E.M. Steenkamp (UNC Kenan-Flagler).

Education

• Ph.D. in Marketing, Kenan-Flagler Business School, UNC at Chapel Hill (expected 2027)
• M.S. in Business Analytics (Customer Analytics), Washington University in St. Louis (2021)
• B.S. in Business Administration (Top 1%; minor in Accounting), Capital University of Economics and Business (2018)

Industry Experience

• Deloitte — Full-time Consultant / Data Analyst (2021–2022)
• Nielsen — Intern, Digital Media Analytics (2019)
• KPMG — Intern, Audit, Automotive Industry (2017)