Full-Time Professor at the Marketing Department of FGV-EAESP in graduation, specialization and post-graduation courses stricto sensu since 2013. International assistant professor at Darden School of Business, University of Virginia since 2015. Visiting scholar in the field of marketing at Harvard Business School in 2018. Doctor and Master in Business Administration from FEA USP, with a sandwich scholarship (CAPES) at the Darden School of Business (USA). Complementary training in Administration from the University of California/USA. Graduated in Accounting Sciences from the University of São Paulo (USP). For four years, he coordinated marketing research at Coca-Cola. In the extension, he developed more than 20 marketing, sales and strategy consulting projects for more than 15 companies, seeking the connection of business projects with research projects. In the part of academic and applied research, he has articles published in the Journal of Retailing, Marketing Intelligence & Planning, RAE, GVExecutivo and cases of education published by Harvard Business Publishing. His researches are supported by companies such as Nielsen, Natura, Johnson & Johnson, Luiza Magazine and take place in collaboration with professors of the Darden School and Harvard Business School. Author/Co-author of several books published by Atlas Publisher, among which Shopper Marketing, who was elected the best marketing book of 2011, receiving the Culture Economy trophy. He is also the author of the book Metrics for Marketing Communication (2nd edition) and founder of the ComValor Initiative. His line of research integrates the topics of marketing metrics, marketing analytics, digital transformation of companies, ecommerce, distribution channels, trade and shopper marketing.