Director of the Master’s in Marketing program and a Research Professor in the Department of Marketing and Business Intelligence at EGADE Business School, Tecnológico de Monterrey. Previously, he was a faculty member in graduate programs at ESPAE Graduate School of Management (Ecuador) and Pontificia Universidad Javeriana, Cali (Colombia), as well as an undergraduate professor at Universidad de Los Andes (Venezuela).
His research focuses on consumer experience, particularly on developing models that identify the key touchpoints shaping a purchasing experience throughout the decision-making process. His research interests also include service design, transformative services and their long-term effects on vulnerable populations, and the impact of emerging digital technologies on consumer behavior along the customer journey. His work has been published in the Journal of Services Marketing, Journal of Service Management, Statistical Methodology, International Journal of Entrepreneurial Venturing, Journal of Management and Economics for Iberoamerica, among others. He is also the author of case studies and teaching technical notes.
He has worked as a consultant on various projects, including market research, customer segmentation, brand positioning recommendations, marketing digitalization, and the implementation of digital transformation programs.
