Sridhar Moorthy is Professor and Manny Rotman Chair in Marketing at Rotman School of Management and Senior Consultant at CRA (Charles River Associates). His expertise is in bringing economic perspectives to bear on marketing problems. Moorthy’s research focuses on strategic issues in advertising, branding, retailing, privacy, and digital marketing. He is a member of the Advisory Board of Quantitative Marketing and Economics, where he served as Co-Editor-in-Chief from 2010-2013. His other editorial positions include Associate Editor, Management Science (2010-2023) and Area Editor, Marketing Science (1997-2010). From 2006-2010 he was Vice President (Education) of the INFORMS Society for Marketing Science, which inducted him as Fellow in 2021.