My academic journey

Prior to my PhD, I earned a bachelor's degree in industrial engineering from the Sharif University of Technology. I pursued an MBA with a concentration in marketing from the same university. This academic foundation equipped me with a comprehensive understanding of business principles and strategic marketing practices.

Building upon my academic background, I gained valuable industry experience in the FMCG (Fast-Moving Consumer Goods) sector in Iran, where I held roles in sales planning, and brand management for five years.

My academic journey, complemented by practical industry experience, has shaped my passion for quantitative marketing research and equipped me with the skills and knowledge necessary to contribute meaningfully to both academia and industry.

My research focus

Throughout my professional tenure in the FMCG industry, I encountered numerous challenges where my existing knowledge fell short, particularly in addressing complex questions that demanded a deeper understanding of quantitative methods in marketing. I encountered research questions that sparked my interest in understanding the dynamics of sales relationships.

I focus on two interconnected realms. Firstly, I explore the effect of offering sales incentives to sales agents within the life insurance industry, examining its influence on the durability of acquired customers during incentive periods. I investigate the impact of real estate agents' prior connections on their sales performance in the real estate market.

Through empirical analysis, I aim to uncover actionable insights that inform strategic decision-making in these sectors, contributing to a deeper understanding of sales performance.

What excites me the most is the opportunity to bridge the gap between academic research and practical insights gained from working directly with salespeople, illuminating potential conflicts of interest between companies and agents that can have significant real-world consequences.

My SFU Beedie experience

My time at SFU Beedie has been marked by significant milestones and experiences. Notably, I was honoured to receive the Best Poster Award at the 8th E&T Symposium Conference hosted by Queen's University in May 2023, followed by winning the Best Paper Award competition among Beedie PhD students in fall 2023. Presenting our research findings at the ISMS Marketing Science Conference in Miami further broadened my academic horizons and facilitated valuable networking opportunities.

In addition to research achievements, I have dedicated myself to enhancing my teaching skills through the Certificate Program in University Teaching and Learning. Applying the latest teaching methodologies, such as active learning techniques, has allowed me to create an engaging and supportive learning environment for my students at Beedie. These experiences have not only enriched my academic journey but also equipped me with the skills and insights necessary to excel both as a researcher and an instructor.

Where I am now

As I am approaching the final stages of my program, I am actively engaged in disseminating my research findings and contributing to academic discourse.

The support and guidance from my supervisor, Dr. Miremad Soleymanian and Dr. Christina Atanasova, Associate Dean of Research and PhD Program, have been invaluable in fostering knowledge sharing and receiving constructive feedback from fellow researchers and scholars. I thank them for these opportunities, as their mentorship has been crucial in navigating the highs and lows of this program. I am grateful for their dedication to my growth and development