Ph.D. with Honors in Science - Business Administration - with an emphasis in Marketing from the School of Economics, Business and Accounting at the University of São Paulo (FEA/USP). She pursued one year of her doctoral studies at Temple University - Philadelphia - at the Center for Neural Decision Making (CNDM). M.Sc. with Honors in Sciences - Business Administration with an Emphasis in Marketing from EAESP/FGV. She completed a semester of her Master's degree at the Kelly School of Business at Indiana University (USA).

She is a researcher in consumer behavior, decision making, emotions, facial expressions, experimental psychology, and neuroscience applied to marketing, with publications in leading national and international journals.

In the corporate world, she was an entrepreneur of a small/medium enterprise before dedicating herself to teaching. She has worked in consulting for government agencies, communication companies, advertising agencies, services, tourism, and event companies, generally businesses that interact directly with the consumer public.

Currently, she is a professor in the programs of Executive Education, International MBA, Professional Doctoral Program in Business Administration, and undergraduate in Business Administration and Economics at Insper.