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Teresa Serra has been a professor of Marketing at IE Business School for 25 years, where she has also held various leadership roles. She is an expert in brand architecture, distribution strategies, consumer behavior, and e-commerce. Her career began in 1986 with a consulting project for the Simago retail chain, and she has since advised companies like Carrefour, Segunda Mano, and Ofita. Her research focuses on how distribution brands are built and behave, as well as communication strategies and consumer responses. In addition to her academic work, Teresa Serra is a member of the Editorial Committee of Harvard-Deusto's Marketing and Sales journal and the Superbrands Spain council. She has authored numerous technical notes, research articles, and case studies. With a Sociology degree and an MBA from IE Business School, she has also studied at Babson College, London Business School, Bocconi University, and Harvard Business School. On Coursera, she teaches "Posicionamiento: La base del éxito en la estrategia de marketing," focusing on effective marketing strategies.