My research focuses on how brands can leverage owned media to align their strategic positioning in the minds of consumers, taking a more active role in the community. This work is inspired by my previous experience as a strategy consultant, where I observed an increasing reliance on social media to assess brand health during firm evaluations. It became evident that while social media played a critical role in these projects, the methods for analyzing the impact of brands’ social media strategies were underdeveloped.

Building on these insights, I recognized the importance of further exploring the intersection of social media and marketing strategy. To ensure the practical and managerial relevance of my ideas, I maintain an active dialogue with my former colleagues, continuously testing and refining my research concepts.

My research interests include brand positioning, owned social media, and societal issues such as sustainability, diversity, inclusivity, equity, and community. My work has been published in top-tier marketing journals, including the Journal of Marketing. I also regularly present at leading marketing conferences, such as the Winter American Marketing Association (AMA) Conference, INFORMS Marketing Science, the European Association of Marketing Conference (EMAC), and the AMA Marketing Strategy Consortium.

In addition, I serve as an ad-hoc reviewer for journals, including the International Journal of Research in Marketing, Journal of Interactive Marketing, Journal of Retailing, and Journal of Business Research.