Thuy Pham-Henderson

Thuy Pham-Henderson is a tenure-track Lecturer in Marketing at the University of Western Australia (UWA) Business School since January 2024. She is an applied researcher in social and behavioral science, focusing on leveraging big data analytics to transform communications in public health, social welfare, and sustainability. She also serves as a visiting scholar at Columbia Business School, collaborating with Professor E. Tory Higgins.

Her educational background includes:

• PhD in Marketing from Queensland University of Technology (2019-2022), with a thesis on "How regulatory focus-mode fit impacts variety seeking"
• Bachelor's degree in Food Science and Human Nutrition from Vietnam

Thuy is an expert in utilizing big data analytics to provide actionable insights in decision-making and well-being. Her research employs a mixed methods approach, validating consumer phenomena with real-world data and testing theoretical models through experiments. She is proficient in R/Python programming and specializes in collecting and analyzing unstructured data. Her work demonstrates that aligning messages with consumers' motivation and self-regulation enhances engagement and perceived value, with significant implications for public health, social welfare, and sustainability communications.

Her research has been published in top journals including the Journal of Consumer Psychology and Journal of Retailing, with several papers recognized as top-cited and top-downloaded articles. Her work has gained attention from multiple news outlets and has been widely shared on social media platforms.

Her scientific achievements include:

• Faculty of Business and Law Executive Dean's Commendation for Outstanding Doctoral Thesis

As an educator, Thuy promotes diverse student employability through digital and transformative educational methods. She is an Associate Fellow of the Higher Education Academy (AFHEA) and a certified Software Carpentry Instructor. She has developed and taught courses including Big Data in Marketing at UWA Business School and Deep Learning for Business at UQ Business School. She co-supervises six PhD students (four internal and two external), with her students receiving prestigious awards including Australian Postgraduate Research Awards.

Thuy actively engages with the global marketing research community through conferences, workshops, and seminars. Her research has been presented at high-profile conferences such as the American Marketing Association Conference and Marketing Science. She shares her research findings at institutions worldwide including Columbia University, University of Pittsburgh, University of Texas at Austin, and others.

With over ten years of industry experience in Strategic Brand Management at multinational corporations including RACQ, Perfetti Van Melle (Mentos), Samsung Electronics, Universal Robina, and Wilmar International, she integrates practical knowledge into her teaching and research.