I am a Ph.D. candidate at EGADE Business School of Tecnologico de Monterrey. Throughout my career, I have worked in both the private (including multinational companies) and NGOs sector and gained versatility and depth working experience across different fields, including sales & marketing, training, business development, and account receivable. I am the go-to person for:

• Gender Initiatives
• Market Research
• Transformative Consumer Research

Beyond my research, I am an advocate for women's empowerment and gender equality. I firmly believe that all women should have the confidence to ask for a “seat at the table” and pursue their dreams. I also believe that you can learn a lot from other cultures. I have been blessed with living in Mexico, Brazil, England, and Egypt and now in Canada. When I am not researching, you can find me running, hiking, cooking Mexican food for my friends, and/or watching the sunset while drinking a glass of wine.

WHY DID YOU CHOOSE TO COME TO SFU?

I came to SFU to work with my supervisor, Judy Zaichkowsky, she is a Professor of Marketing at Beedie School of Business. Her worked has been recognized as one of the most cited articles in consumer behaviour and one of the most influential articles in the field of advertising. SFU was the perfect school to gain the knowledge, credentials, and network to launch my research and career in Canada.

HOW WOULD YOU DESCRIBE YOUR RESEARCH OR YOUR PROGRAM TO A FAMILY MEMBER?

I am improving the world through conscious marketing in two different folds. At my home university, I am studying how brand managers, by changing the traditional gender stereotypes in advertising and by communicating the right messages, brands can help to improve self-esteem and self-empowerment. And in SFU, we are studying how, by educating young consumers about the environmental impact of purchasing fast fashion, they may shift their knowledge, attitudes, and behaviors toward more sustainable alternatives.

WHAT ARE YOU PARTICULARLY ENJOYING ABOUT YOUR STUDIES/RESEARCH AT SFU?

I love being able to work with my supervisor Judy Zaichkowsky, and my colleagues. They help me understand the work that I am doing with a global perspective and get me thinking about the big picture.

Contact Claudia: claudia_gomez_borquez@sfu.ca