Alumni-Driven Advancement: Lichtensteins Propel Marketing Innovation at Michigan Ross

The Lichtensteins’ journey with the University of Michigan was deeply personal. Jay and Julie not only graduated but also met at U-M — serendipitously at an event right in front of the business school. It was a place of beginnings—their careers, their relationship, and their lifelong commitment to impact. Jay's career helped shape his conviction that Michigan Ross needed to remain at the forefront of education and research in the field of marketing, today and in the future. Jay is a managing principal in the marketing practice at sales and marketing consulting firm ZS Associates, where he focuses on customer-driven growth strategies for global clients. After working for many years in accounting and later executive recruiting, Julie has more recently pivoted to animal welfare.

“Julie and I care a lot about the students and their learning environment—we want to make sure they're getting a good breadth of experiences and opportunities,” said Jay. "The reason behind the Lichtenstein Marketing Innovation Fund is quite simple. Julie and I have always aimed to make a positive impact, and that includes ensuring Michigan's marketing program remains the best."

The Lichtenstein Fund is uniquely designed to support faculty and their innovative marketing research—a field continuously evolving with technological and strategic advancements. Whether by harnessing big data, exploring the implications of artificial intelligence, or delving into the psychology behind consumer behavior, donor support helps retain and attract Michigan’s world-class faculty; it allows them to pursue their most innovative ideas, further engage students, and enhance the overall learning environment.

Jay and Julie’s generous gift has made an incredible impact on research support and culture in the marketing department.

Last year, the Lichtenstein Research Acceleration Awards were created to invite faculty to submit research proposals to support data purchases and experiments, collaborate with industry leaders, and enrich the academic curriculum. In its first year, the Lichtenstein Research Acceleration Awards funded eight faculty projects, on topics as wide-ranging as consumer beliefs and social media engagement, to online dating and political polarization. In addition to continuing with the second round of these awards this year, the Lichtensteins’ gift will help Michigan Ross host a new lunch seminar series where faculty and doctoral students can present early research ideas to receive feedback. Additionally, for the first time, the department will host a “marketing camp,” through which renowned marketing scholars will present their work and network with faculty and doctoral students.

"Jay and Julie’s generous gift has made an incredible impact on research support and culture in the marketing department," said Anocha Aribarg, Marketing Area Chair at Ross. "The fund enhances our research visibility in the field, energizes new research ideas, and facilitates research execution. In addition to wanting to improve the student experience, Jay also understands and appreciates academic research; that makes him a unique donor who contributes to Ross' research excellence."

Beyond financial contributions, the Lichtensteins remain actively involved with the university community. Jay frequently guest lectures at Ross, opening students' eyes to the challenges and opportunities in marketing strategy and consulting. Furthermore, his personal recruitment of Michigan students has helped scores of U-M graduates to thrive in careers at his company and beyond. “What makes people successful in marketing strategy consulting is that you're always problem-solving, you're always trying to push for better answers. It requires a little bit of tenacity in terms of trying to figure things out and learn more. I would say that these students probably come kind of hardwired that way, but Michigan Ross does a great job fostering it,” said Jay. “Julie and I are proud to contribute to their journeys in our own way.”

The Lichtensteins believe that their philanthropy is about creating a holistic environment where students flourish, faculty innovate, and the business school continues to push boundaries. By investing in the future of marketing at Ross, they not only sustain the university's legacy but also open new avenues for future leaders, ensuring that Michigan Ross continues to produce graduates who are skilled and inspired to make a difference.