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Teaching Staff

Biography

Professor of Data-driven Marketing and Director of the NOVA Marketing Analytics Lab. Doctor of Philosophy (PhD) in Management (Major in Marketing) from the Neoma Business School (France) and post-doctoral research at IE Business School (Spain). He is a member of the Academy of Marketing Science (AMS), the European Marketing Academy (EMAC), and the Information Management Research Center (MagIC NOVA IMS). Over the years, participated in courses and projects across universities in Portugal, France, the United States, Brazil, Japan, and China.

His research focuses on consumer behavior, social marketing (particularly in health, well-being, and sustainability), and consumer-technology interactions using behavioral insights. His work has been published in leading journals including the Journal of the Academy of Marketing Science, Journal of Service Research, Business Ethics Quarterly, Journal of Business Research, European Journal of Marketing, Psychology & Marketing among others, and leading conferences such as the AMS, EMAC, ACR, and SCP. His research includes collaboration with top scholars from Penn State University (USA), City University of New York (USA), University of Mississippi (USA), ESCP Business School (Spain/UK), NEOMA Business School (France), and University of Portsmouth (UK).

Contributed to several high-impact research projects funded by European Funds and the Foundation of Science and Technology (FCT Portugal) in collaboration with organizations such as Direção-Geral do Consumidor (DGC) and DECO Portugal. Notably, his work has utilized Artificial Intelligence to tackle critical social issues like poverty, over-indebtedness, and well-being. He has also been involved in developing public policy initiatives for the Portuguese Ministry of Health (DGS) and the Social Service of Industry in Brazil (SESI) to enhance health literacy and promote healthier behaviors. Diego has also collaborated on projects and executive programs with Disney Portugal, Ferrero, Grupo Vila Galé, and Doutor Finanças. Before academia, he worked as a strategic consultant at Box1824/Talk Inc. and CFT using behavioral insights for leading brands such as RedBull, TIM Mobile, Kraft Foods, Grendene, Ipiranga, and Bibi Shoes.