Professor and Coordinator of the Undergraduate Program in Business Administration at Fundação Dom Cabral (FDC). Ph.D. in Business Administration (UFMG - 2020/ CEPEAD/UFMG Best Thesis Award) and visiting doctoral researcher at HEC-Montréal/Canada and Tech3Lab. M.Sc. in Business Administration (PUC Minas - 2014). MBA in Data Science and Analytics (USP - 2022) and in Strategic Marketing Management (PUC Minas - 2012). Bachelor of Business Administration (PUC Minas - 2010). She served as a professor at SKEMA Business School and in the Master’s in Business Administration program at Unihorizontes. Additionally, she was a visiting professor in the Postgraduate Programs at FIA/SP, FDC, PUC Minas, UNIBH, Faculdades Milton Campos, Unileste, and in the undergraduate program at CEFET-MG and UNA. Co-leader of the 'Research Center for Teaching in Marketing and Operations Strategies' at UFMG (2023 - present). She was Editor-in-Chief at Revista Horizontes Interdisciplinares da Gestão and is currently a guest editor at Revista Brasileira de Marketing (ReMark - A3). She takes the lead in the field of Data Science, Artificial Intelligence, and Marketing Analytics (ANPAD, 2022-2024). She was a co-founder and coordinator of the extension projects NeuroFaces at UFMG (2016-2018) and QuarenTese (2020-2021). She possesses expertise in teaching and conducting research in various areas including contemporary marketing management, social marketing, entrepreneurship, neuromarketing, consumer behavior, customer centricity, digital marketing, market research, transformative consumer research, and academic productivity.