Jaime Noriega

Jaime Noriega is a Professor of Practice in the Department of Marketing & Entrepreneurship at the C. T. Bauer College of Business, University of Houston. He brings extensive industry experience in multicultural marketing and advertising, combined with academic expertise in cross-cultural communication and bilingual consumer behavior. His work bridges academic research and practical application in marketing strategy.

Dr. Noriega earned his doctorate from the University of Houston and has previously taught at DePaul University and the University of Illinois at Urbana-Champaign. His research focuses on how cultural and linguistic factors influence advertising effectiveness and persuasion, particularly within Hispanic consumer markets.

His expertise spans multicultural marketing, bilingual memory, ethnic identity, and consumer behavior. He has explored how bilingual individuals process information and how ethnic identity shapes responses to advertising, contributing valuable insights to both academic and industry audiences.

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Dr. Noriega has advised marketing strategies for major national brands through his industry roles and has contributed to academic instruction in marketing and advertising. While no formal grants or student advisement details are listed, his professional background includes managing advertising accounts for companies such as AT&T, Anheuser-Busch, Coke, Pepsi, and Disney.

He was actively involved in advertising production, copywriting, and campaign development, serving as artistic director and official photographer for local marketing events during his tenure at Moroch & Associates and Mexica Communications, Inc.