As an Associate Professor at one of the world’s leading marketing departments, I conduct research in the area of digital media consumption (e.g., on streaming services, on digital TV), branding, and retailing. Watch a video about my research here (in English, in Dutch).

My work has been published, among others, in the Journal of Marketing, Journal of Marketing Research, and Marketing Science. My work has obtained national and international news coverage.

I serve on the editorial review boards of the Journal of Marketing (since 2020), Journal of Marketing Research (since 2023), International Journal of Research in Marketing (since 2021), and Marketing Science (since 2022). I was named an MSI Young Scholar (2019). For my research, I have won the Journal of Marketing’s H. Paul Root Award (2017), and was nominated as a finalist for the 2022 Sheth Foundation/Journal of Marketing Award.

I have received my MSc Business Research and PhD in Quantitative Marketing at Maastricht University, The Netherlands.