Vafainia Saeid

Vafainia Saeid is an Assistant Professor of Marketing at ESCP Business School in Paris and an affiliate professor at the Erasmus School of Economics in Rotterdam. She holds a Ph.D. in Business Economics from KU Leuven (Belgium), an MBA from the University of Tehran, and a B.A. in mechanical engineering. Her research focuses on retailing, quantitative marketing, and the application of statistical models to understand customer behavior and inform managerial decisions. Key areas include marketing communication effectiveness, CRM, and granular data analysis.

Prof. Saeid serves as Associate Editor of Social Media at the European Management Journal and editorial board member at the Journal of Business and Retail Management Research. She has consulted for firms in retailing and communication sectors and previously worked in FMCG as a brand manager.

Her research outputs span topics such as NFTs, post-COVID marketing strategies, VAT-free promotions, and store flyer optimization. Recent work emphasizes cross-category sales dynamics and decision support systems in retail.