Professor Manchanda is the Isadore and Leon Winkelman Professor and Professor of Marketing at the Ross School of Business. He was the Chair of the Marketing Area at Ross from 2010 to 2016. Before coming to Ross, he was on the faculty at the University of Chicago’s Booth School of Business. He holds a PhD and MPhil in Business from Columbia University, NY, an MBA from IIM-A in India and BSEE from BITS, Pilani in India. Before getting his PhD, he worked in Marketing and Sales with Unilever. He has been a visiting professor at London Business School and also taught at Columbia University and at other settings in Europe, Asia and North Africa. He teaches (or has taught) the capstone Marketing and Strategy elective in the Executive MBA, Day and Part Time MBA programs, the Digital Marketing Strategy elective in the MBA program and the Marketing Core in the Executive MBA, Part Time MBA and the Global MBA programs. He has been nominated for the teaching excellence award multiple times across multiple programs, winning it in 2019 (Executive MBA), 2012 (Global MBA) and 2011 (Part Time MBA). His main research interest is in building empirical models to solve strategic business, marketing and policy problems such as building customer engagement, targeting, resource allocation, launch planning, bargaining and information disclosure. His most recent work has focused on marketing and strategy problems in the high technology, e-commerce, streaming media, influencer marketing, gaming and pharmaceutical industries. Methodologically, his work is in the domain of “Big Data,” applying artificial intelligence, machine learning, statistics and econometrics towards causal inference in business and policy settings. His papers have appeared in all top marketing journals. A recent study identified him as one of the top 50 scholars in marketing. At Ross, he has been awarded the Senior Faculty Research Award (2021), the Researcher of the Year Award (2011) and the Contribution to the Research Environment (CORE) Award (2013). Professor Manchanda is active on company boards and consults in industries such hi-technology, pharmaceuticals and consumer goods. He is also actively involved in private equity and angel investing. He is a thought leader, currently holding the Senior Editor position at Marketing Science, and a frequent speaker at various academic and industry events. His research and commentary on current topics has been published in business media outlets such as the Wall Street Journal, Financial Times, New York Times, NPR, USN&WR, LA Times, Detroit Free Press, Sloan Management Review, Investors Business Daily, Forbes.com and CIO Magazine. In 2016 and 2015, he was the 3rd and 2nd most quoted University of Michigan faculty expert across all media. He also teaches in a variety of custom programs for Ross Executive Education for companies such as Huron Capital, ICBC, Saudi Telecom, Spectrum Health, McGraw-Hill, the Riverside Company, Mahindra, TATA and the GS Group.