Omar Rodriguez-Vila knows what it takes to transform marketing and how to drive growth from your customer. Dr. Rodriguez‐Vila’s primary scholarly focus are in two areas related to transforming the practice of marketing. First, he is studying how firms are evolving their marketing capabilities in order to compete in technology led market environments. Second, he studies how environmental and social sustainability considerations are changing the nature of marketing activities. His work entitled “Competing on Social Purpose” was published in Harvard Business Review on September 2017. Prior to his career in academia, Dr. Rodriguez‐Vila held leadership positions in marketing at The Coca‐Cola Company including serving as the Global Vice-President of Integrated Marketing Communications and Integrated Marketing Director for Coca-Cola China.