I am an Associate Professor in the Marketing Department at HEC Lausanne in Switzerland. Before that, I was an Assistant Professor at IESE Business School and a member of bejavioral—the Barcelona Center for Behavioral Science. I completed my postdoctoral research at New York University and at the University of St. Gallen

My research examines how firms can leverage data, technology, and market insights to make more effective and responsible marketing decisions in today’s fast-changing business environment. A central theme of my current work is investigating the potential of LLM-generated synthetic data in generating customer insights to support decision-making. Additionally, I study how emerging technologies, from smartphones and social media to generative AI, affect consumption outcomes to inform product design decisions. My research has been published in leading journals in marketing and related fields (e.g., Journal of Consumer Research, Journal of Personality and Social Psychology, Psychological Science) and is regularly presented at core conferences in the field.

Over the past years, I have led consulting projects for consumer goods, governmental, or service industries in the US and Europe on marketing strategy, market research, and product and pricing decisions. Before joining academia, I worked in the marketing department of Longines S.A. and in the online trading industry at TradeDirect.