Mimansa Bairathi

Mimansa Bairathi is an Assistant Professor of Marketing at the UCL School of Management, University College London. Her research focuses on digital platforms, online advertising, and consumer behavior, combining field experiments, causal inference, and machine learning. She collaborates with firms like a major European advertising DSP and a leading online freelance platform. Her work also explores regulatory implications of marketing interventions.

Dr. Bairathi holds a Ph.D. in Quantitative Marketing from London Business School. Prior to academia, she worked at Flipkart (India’s largest online retailer) and ZS Associates (consulting). She is affiliated with UCL’s School of Management and maintains an active presence on Twitter and LinkedIn.

Her research publications include work on platform endorsement values (forthcoming in Marketing Science) and gender disparity in online freelance platforms. She actively engages with industry through her academic collaborations and advisory roles.

No scientific awards are explicitly listed, though her work demonstrates impactful contributions to marketing strategy and digital platforms. Her advising and grants focus on industry-academia partnerships, with ongoing projects on influencer marketing and cross-platform spillover effects.