The Advisory Board of the NMSBA 2015-2018
The advisory board is representing neuromarketing science and business:
Andy Smith (president) is the Director of US Consumer Insights for The Hershey Company. Hershey ($7B) is the leading US confectionery company with such iconic brands as Hershey, Kisses, Reese’s, Twizzler and Kit Kat. Prior to Hershey I spent time at Nabisco (now Mondelez), Johnson Wax and Mars. His neuromarketing experiences include The ARF’s Neuro 1.0 “How Advertising Work” initiative and he currently is a Forum Leader for the ARF’s initiative on Creative effectiveness (utilizing neuroscience tools). As a buyer of research, he has partnered with many members of the NMSBA to field research projects across all neuromarketing methods. I’ve also partnered with Penn State University’s Center for NMR Research to utilize fMRI to explore category and branding dynamics.
His experiences will enable him to bring the business and client side perspective to the NMSBA. This view of the discipline should help with the drive towards increased adoption of neuromarketing tools across clients by helping to figure out how these new methods fit with traditional research tools and ultimately, connect methods to drive better understanding of consumer behavior and business growth through better insights.
Dr. Ana Iorga is a savvy consumer neuroscience expert with a deep abiding passion for bringing science to marketing. She is a professional who has spent over a decade in working with business as well as academia. Ana, having founded one of the fastest growing full service advertising agencies, has deep expertise in the world of design, communication, branding and the creation of marketing campaigns for brands across diverse industries such as Consumer Goods, Retail, Finance and Media. Given her unique academic background, Ana then set out to found Buyer Brain, a consumer neuroscience research lab, that focuses on delivering non-conscious insights which drive deeper customer engagement.
Dr. Steve Genco has been involved in neuromarketing since 2006 as an entrepreneur, CEO, Chief Innovation Officer, independent consultant, writer, and speaker. Over the past two years, Steve has been teaching and writing full-time about neuromarketing, authoring the first comprehensive overview of the field (Neuromarketing for Dummies, 2013) and presenting and explaining neuromarketing and consumer neuroscience concepts to hundreds of clients, business people, and students in workshops and classes around the world.
As a member of the NMSBA Board, Steve would focus on helping our organization grow its marketing and educational outreach to the scientific, business, and educational communities. I am particularly interested in three topics: Helping the NMSBA establish stronger ties with educational institutions that are building programs and curricula for training the next generation of neuromarketing researchers. Contributing to the further development and launch of the NMSBA Corporate Accreditation Program. Expanding corporate and business membership and participation in NMSBA programs and events.
Rafal Ohme PhD is one of the world’s pioneers in consumer neuroscience. He is a professor of psychology, expert in emotions, communication and brain research. He held a Fulbright scholar at Kellogg School of Management, at Stanford University he conducted research on unconscious emotions. Awarded by the President and the Prime Minister of the Republic of Poland. He teaches in Poland at University of Social Sciences and Humanities and is a visiting professor at Renmin University of China.
Professor Ale Smidts is a professor of marketing research and chair of the Department of Marketing Management, Rotterdam School of Management, Erasmus University (RSM). He is director of RSM's Erasmus Center for Neuroeconomics and the former dean of RSM Research (2004-2011). His current research focus is decision neuroscience and neuromarketing, including the neural processes underlying consumer decision making and social influence. He also teaches about these topics.