Bernadette J. van Ewijk joined the marketing department of University of Amsterdam Business School in 2018. She graduated from Tilburg University with a Research Master in Marketing in 2010. From 2010 to 2017 she held different positions at AiMark, a non-profit cooperation between the academic and business world. In 2018 she obtained her Ph.D. at Tilburg University with her dissertation entitled “Purchase Behavior of Consumers in Emerging Markets”. She currently works as Associate Professor and teaches research courses to bachelor and master students in the BSc Business analytics program and the MSc Data Science and Business Analytics program respectively. Her research focuses on the impact of (policy) interventions aimed at improving the environment and consumer health, as well as the effectiveness of marketing-mix strategies (e.g., pricing, advertising, and innovation) for consumer packaged goods (CPG) brands and how this effectiveness may change in response to policy interventions. In both her research and teaching, her aim is to analyze data using the appropriate techniques, and to communicate the implications clearly to managers.