Hema is an Associate Professor of Marketing and Michael G. Foster Faculty Fellow at the Foster School of Business, University of Washington. She also holds affiliate appointments in Computer Science and Engineering, Department of Economics, and Center for Statistics in the Social Sciences. Hema serves as a co-editor at Quantitative Marketing and Economics and as an Associate Editor at Marketing Science. She is recognized as one of the leading experts in quantitative marketing. Hema’s research brings together large-scale marketing data, economic theory, and econometric and machine learning tools to help firms optimize and automate their marketing decisions.