Dr. Jonathan Ross Gilbert is a marketing scholar, award-winning educator, and former turnaround manager with a proven track record for developing and implementing performance improvement plans under adverse conditions. He has worked in a variety of advisory roles for multinational Fortune 1000 clients, nonprofit organizations, and local government agencies around the world. His research examines the role of marketing strategy as a means of enhancing consumer and human well-being, the design of harm-reduction approaches in marginalized communities, and the promotion of agile learning through innovative pedagogies in higher education. He has published peer-reviewed articles in leading journals such as Journal of Business Research, Industrial Marketing Management, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Services Marketing, Journal of International Advertising, and other high-quality outlets. Dr. Gilbert received a PhD in Marketing from the University of Rhode Island, an MS in Behavioral and Social Sciences Intervention from Brown University, an MBA from Harvard Business School, a MILR from Cornell University, and a BA in Economics from Pomona College.

Katie Gilstrap is an Associate Professor at Virginia Commonwealth University and was recently named Faculty Director of Global Student Programs. She teaches marketing principles, strategy, research, and organizational communications, and regularly advises MBA capstone projects addressing strategic challenges for local companies. In addition to her core teaching responsibilities, she has also secured grant funding, developed, and led VCU’s international business programs in Greece, Spain, Prague, France, and Scotland. Additionally, she serves as a master facilitator and content architect for the Ford Foundation’s Leadership Academy in the Middle East and Africa.

Before her academic career, Katie was Chief Marketing Officer and Director of Marketing for First Market Bank, where she led marketing strategy, product development, advertising, and community outreach. As the youngest member of the Executive Committee, she played a key role in shaping corporate strategy, with her work regularly recognized by Financial Brand magazine.

Katie is a graduate of The College of William & Mary (BBA) and The University of Richmond (MBA), is a regular contributing author for a variety of marketing textbooks, and has written for publications such as the Richmond Times Dispatch, The Health Journal, and GRID Magazine. She is active in her community and was recently honored by AACSB as one of their 100 Influential Leaders worldwide.

Dr. Makarem joined VCU in 2010. She received her Bachelor of Science in Computer Science and her Master of Business Administration from the American University of Beirut in Lebanon. She earned her PhD in Marketing from Temple University in Philadelphia, PA. Dr. Makarem’s research examines the role of emotions in consumer decision-making, stakeholder experience journeys, online word-of-mouth, and anti-consumption behaviors, especially within transformative service contexts such as healthcare. She has published on topics that include the effects of patient hope and control perceptions on health behavior, drivers of patient satisfaction and retention, consumer expression of boycott intentions on twitter, and service captivity. In 2022, Dr. Makarem has received a $148,350 grant to study women’s experiences of conventional healthcare services versus complementary and alternative medical services. Dr. Makarem teaches at both the undergraduate and graduate levels. Since she joined VCU, she has taught Buyer Behavior and Marketing Research courses at both levels. Dr. Makarem’s practical experience involves consulting for small to medium healthcare providers on how to position their practice, optimize their patient experience, and manage their online reputation. Dr. Makarem received the VCU School of Business Faculty Distinguished Service Award in 2020 and the Distinguished Teaching Award in 2017.

Dr. Mohan has been part of the VCU School of Business since 2013, currently holding the position of Interim Associate Dean for Strategic Affairs. His research centers on managerial topics like B2B strategy, brand strategy, and innovation, with publications in leading journals such as the Journal of Business Research, Journal of Service Research, Journal of Product Innovation Management, and Industrial Marketing Management. Additionally, his work has been featured in influential outlets like Forbes, Bloomberg, and The Aspen Institute. Dr. Mohan teaches innovation strategy courses at the undergraduate, graduate, and executive levels, focusing on practical applications and strategic thought. He co-authored the textbook Innovation and New Product Planning (Routledge). His honors include the VCU School of Business Award of Excellence (2020), Distinguished Scholar Award (2019), and Distinguished Teacher Award (2018), along with the VCU Presidential Research Quest Award (2019). He currently serves as Vice President for Engagement for the Academy of Marketing Science and has been a Conference Co-Chair for the 2024 Academy of Marketing Science Annual Conference.

Butch Sarma is the Director of the VCU School of Business Executive MBA program. He has been an Adjunct for Digital Marketing MKTG-675, Marketing Management MKTG-671, and Non-Profit Marketing MKTG-445 since 2007. He leads experiential learning student projects such as RVAtourism.com and UNcommonVCU.com, search engine marketing, community engagement, venture ideas, and the Strategic Dilemmas capstone project.

Dr. Zamudio received his BA in Marketing from Tec de Monterrey, Mexico, and his Ph.D. in Management Science (Marketing) from the University of Texas at Dallas. Prior to joining VCU, he served as a faculty member at Kent State University. At VCU, he teaches Marketing Analytics and Marketing Research at the School of Business, as well as Brand Analytics at the Brandcenter.

Dr. Zamudio’s research focuses on various topics, such as human branding, sensory marketing, digital marketing, and new technologies. His research has been recognized with multiple international awards and published in leading Marketing and Management journals. Dr. Zamudio’s academic expertise is complemented by his experience as co-founder of MarketingPhdJobs, the world’s leading job platform for Marketing professors, and as CMO of Kamikaze Arte Promocional, a promotional products distributor startup he co-founded prior to becoming an academic.

Cesar is an avid fashion enthusiast and collector and loves to try (and recommend!) restaurants. He also enjoys reading, playing video games, traveling, art, and nature photography—his favorites are squirrels and chipmunks.

Zofia Farley is an Art Director from Kansas City, Missouri. She received her Bachelor of Arts degree in Graphic Design from Indiana University and is enrolled in VCU Brandcenter as an Art Director. She enjoys working with businesses to create unique and exciting branding solutions. She believes in the power of hard work and a strong latte.

Zofia spends her free time with her cat Mayzie and enjoys looking at great ads while thinking “Wow, I wish I had thought of that”.

Nathan Sisack is a copywriter from Doylestown, Pennsylvania. He attended Bucknell University where he graduated with a Bachelor of Arts degree in English Literary Studies in 2021. He entered the advertising industry to combine his love for writing with a knack for using creativity to solve business problems. Nathan enrolled in the V.C.U. Brandcenter in the class of 2025 with a concentration in copywriting. Through his experience at the Brandcenter, he discovered a passion for video editing and honed his ability to develop creative concepts for brands. In the summer between his first and second years, he interned at West Cary Group, an advertising agency in Richmond, Virginia. During his time at WCG, Nathan worked on a marketing plan for NextUp, a nonprofit organization that coordinates afterschool time for Richmond Public Schools students. His advertising philosophy is that at its best, good ads not only solve communication and brand identity problems for clients, they can become artistic expressions that live on in the cultural imagination. Because of this, it is all the more reason to make work that doesn’t only play off of short-lived trends, but taps into deeper human insights.

A self-proclaimed advertising nerd, the piece of work that inspired him to pursue a career in advertising was the George Washington Dodge Challenger commercial from 2010. In his free time he enjoys playing guitar and banjo, collecting vinyl records, reading, and running.