Carlie Rosmalen is Lecturer Marketing at the Tilburg School of Economics and Management (TiSEM). After working in the commercial field as marketer and product manager, she joined Tilburg University to teach various courses in the broader business and more applied marketing area. She teaches in several educational programs, such as the BSc. International Business Administration, MSc. Marketing Management, and Minor Marketing. She obtained a Talent of the Year Award (2020) and the Marketing Matters project covered in the current session was awarded with financial support from EDUiLAB (lab for educational innovation at Tilburg University).