I am an assistant professor in Quantitative Marketing at Texas A&M University, with a passion for leveraging data-driven insights to create value for businesses and drive sustainable competitive advantage. My research interests are in the domain of Quantitative Marketing Strategy, with a focus on two research areas: Marketing to Entrepreneurs and Responsible Marketing by Brands. Additionally, I specialize in using various methods for answering substantive questions, including Causal modeling, Bayesian Statistics, Machine Learning, and Empirical IO, to generate practical and robust insights. My dissertation received the Latané Outstanding PhD Student Award. I earned my Ph.D. in Quantitative Marketing from the University of North Carolina at Chapel Hill in May 2024.

I teach Marketing Research at Texas A&M University, where students engage in a semester-long group project that emphasizes the importance of research-driven decision-making.