I am an Assistant Professor of Marketing at the Culverhouse College of Business at The University of Alabama.

My primary research focuses on uncovering cost-effective, accessible strategies that enable consumers and marketers to differentiate themselves and foster meaningful engagement across social, professional, and digital platforms. While leveraging premium or novel products (e.g., luxury items or the latest trends) has traditionally been an effective way to capture audience attention, my work explores more attainable, budget-friendly methods for making a lasting impression. By identifying these strategies, my research provides actionable insights that empower marketers and consumers to connect with their audiences and drive engagement without depending solely on high-cost consumption.

I received my PhD in Marketing from Duke University. Prior to that, I worked for Nielsen as a consultant serving The Coca-Cola Company. I supported brand management, customer insights, and product launches for Coke (Share-a-Coke), Diet Coke (slim can design), and Sprite (Lymonade flavor). I received my BS in Mechanical Engineering from Clemson University.