Maria Estarreja

Maria Estarreja serves as Adjunct Assistant Professor and Executive Director of the Retail Innovation Lab at Católica Lisbon School of Business and Economics, Universidade Católica Portuguesa. With over 12 years of academic engagement, she lectures in Masters Marketing/Strategy programs and executive education while directing VICI-Consultancy & Marketing.

Her academic credentials include:

• PhD in Management and Marketing (ISCTE)
• Degree in Chemistry with Biotechnology specialization (FCT-UNL)
• Post-graduation in Management (UNL)
• Post-graduation in Digital Strategy (Wharton School)

Research focuses on Marketing and Consumer Behavior with applied emphasis on retail innovation, leveraging 20+ years of FMCG industry experience managing global brands (Super Bock, Carlsberg, Procter & Gamble portfolio). Her work bridges academic theory with real-world brand strategy through the Retail Innovation Lab.

As Academic Director for executive programs, she shapes curriculum development and pedagogical delivery across professional education initiatives. Industry leadership includes Board Membership at Cerealis and Newcoffee, alongside roles in Waters, Beers, and Soft Drinks associations.

The Retail Innovation Lab serves as her primary research vehicle, integrating academic rigor with industry partnerships to advance retail transformation strategies in digital commerce ecosystems.