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Vera Butkouskaya, PhD

Researcher | Educator
Marketing Transformation in International Contexts

Professional Summary

Vera Butkouskaya is a marketing researcher, professor, and business consultant with over 15 years of international experience in marketing research, business analytics, and digital transformation, specializing in AI-Driven Customer Engagement, Omnichannel Marketing, Integrated Marketing Communications, and Sustainable Marketing.

She holds an International Ph.D. in Entrepreneurship and Management from the Autonomous University of Barcelona (UAB), Spain, as well as an MSc in Economy and Marketing and a BA in Engineering and Economy from the Belarusian National Technical University (BNTU), Belarus.

As a business consultant, she possesses extensive expertise in the industry, working with various sectors including fashion and beauty, luxury, hospitality, real estate, retail, and e-commerce. She specializes in strategic planning, marketing department development, customer engagement strategies, and digital transformation. With a strong background in leading cross-functional teams and optimizing marketing operations, she delivers innovative, data-driven solutions to meet the unique demands of high-end markets.

In academia, she has accumulated over 3,000 accredited teaching hours at Bachelor, Master, and executive education levels, delivering courses in Marketing, Management, and Strategic Planning. She has designed and led executive education programs and team training sessions, focusing on leadership development, critical thinking, and soft skills to prepare professionals for complex business challenges.

Dr. Butkouskaya’s research spans over 15 years, focusing on Integrated Marketing Communications (IMC), Customer Behavior, and Cross-Cultural Marketing, with expertise in applying advanced data analytics methods. She has presented at top international conferences, published in peer-reviewed journals, and contributed to global academic and business research teams. Her current research explores Sustainable Marketing Communication in Luxury Fashion, AI Applications in Marketing Communications to create hyper-personalized customer experiences, and the impact of omnichannel marketing communications on customer experience, bridging academic insights with practical business applications.

[Short version]

EDUCATION

• 2014-2017 – Ph.D. in Entrepreneurship and Management, UAB – Universitat Autònoma de Barcelona, Spain
• 2010-2011 – M.Sc. in Economy and Marketing, Belarusian National Technical University, Belarus
• 2005-2010 -BA in Engineering and Economy, Belarusian National Technical University, Belarus
• Read more…

RESEARCH

Research interest: Integrated Marketing Communications (IMC), Digital Marketing, Media Synergy, Big Data, Customer Behaviour, Entrepreneurship, Sustainability

Recent Publications:

• Junfeng, W., & Butkouskaya, V. (2025). Technology orientation, customer agility, customer performance: the moderating role of firm size in the Chinese tourism context. Asia Pacific Journal of Tourism Research, 30(4), 463–478. https://doi.org/10.1080/10941665.2025.2454248    PDF upon request by email: vera.butkouskaya( @) gmail.com (A; Scopus Q1 (SJR 0.885))
• Kazakov, . S., Cuesta-Valiño, P., Butkouskaya, V., & Muravsky, . D. (2025). Mejora de la satisfacción del cliente mediante la identificación de fallos en los microelementos del servicio hotelero mediante el Deep Learning de las reseñas online. Cuadernos De Gestión, 25(1), 71–88. https://doi.org/10.5295/cdg.242191sk  Download PDF (B; Scopus Q2 (SJR 0.419))
• Junfeng, W., & Butkouskaya, V. (2024). The nexus of customer agility and sustainability performance across tourism firms of various sizes. Tourism Recreation Research, 1–13. https://doi.org/10.1080/02508281.2024.2424627    PDF upon request by email: vera.butkouskaya( @) gmail.com (A; Scopus Q1 (SJR 1.036 ))
• Butkouskaya, V., & Llonch-Andreu, J. (2024). Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: A comparison between developed and developing economies. European Research on Management and Business Economics, 30(3),  100260. https://doi.org/10.1016/j.iedeen.2024.100260  Download PDF  (A+; Scopus Q1 (SJR 1.473))

Full list of publications…

Academic Conferences:

• Upcoming 2025 Global Marketing Conference, Hong Kong, China
• 2024 Winter AMA Conference, USA
• 2024 Global Fashion Marketing Conference, Milan, Italy
• 2023 XXIV International Marketing Congress AEMARK2023, Madrid, Spain
• 2023 XII International Conference on University Teaching and Innovation CIDUI2023, Lleida, Spain
  • See all…

Memberships:

• 2021 AMA (American Marketing Association)
• 2022 AMS (Academy of Marketing Science)
• 2022 BALAS (The Business Association of Latin American Studies)
• 2021 EIBA (European International Business Academy)
• 2015 AEMARK (La Asociación Española de Marketing Académico y Profesional)

Grands and Awards:

• 2023 Fundamental Research Grand from Graduate School of Business, HSE University
• 2021 Fundamental Research Grand from Graduate School of Business, HSE University
• 2020 Participation in the  Research Group funded by the Agency for the Management of University and Research Grants (AGAUR) of the Generalitat de Catalunya
• See more…

EDITORIAL SERVICES

• 2022 Member of the Editorial Advisory Board JEFAS (Journal of Economic, Finance and Administrative Science)
• 2020 Revision for the scientific journal: JEFAS, Journal of Marketing and Pshyhology,

TEACHING

Teaching Interests: 

• Marketing: International, Digital, Marketing Communications, Marketing Planning
• Strategic Management and Entrepreneurship
• Human Resource Management /Interpersonal Relationships
• Web Analytics, E-Commerce

Teaching Experience:

• 2021 – Graduate School of Business, HSE University
• 2017 – Tecnocampus, University of Pompeu Fabra (UPF)
• 2015 – Fundació UAB, EUTDH – University School of Tourism and Hotel Management
• 2014 – University Autonomous of Barcelona (UAB)
• See more…

Teaching Accreditiation:

• 2023 AQU Professor Accreditation Certificate in the Social Sciences, Agency for the Quality of the University System of Catalonia Reu/4136/2022, Spain
• 2022 PEP Aneca Teaching Evaluation Program for the Hiring Certificate, National Agency for Quality Evaluation and Accreditatio, Spain,
• 2022 English for teaching, UAB, Barcelona, Spain

BUSINESS EXPERIENCE

• 2016-now Business Consultant in Digital Transformation and International Marketing
• 2013 CEO, Market Consult, Minsk, Belarus
• 2012 Deputy Director in Marketing, LLC SushiHouse, Minsk, Belarus
• 2011 Deputy Director in Marketing, LLC BelAkvaTreidService, Minsk, Belarus
• See earlier career in Marketing & Sales…

Key Achievements & Expertise

• Digital Transformation: Delivered projects leveraging analytics, automation, and omnichannel strategies for measurable business results.
• Marketing Strategy: Designed data-driven campaigns for high-performance outcomes across diverse industries.
• Integrated Marketing: Aligned marketing, sales, and operations for consistent messaging and improved customer experience.
• Leadership & Team Building: Built and mentored high-performing teams, fostering collaboration and innovation.
• Market Research & Analytics: Conducted in-depth analyses to uncover new opportunities and drive data-driven decisions.
• Executive Education: Taught professionals at top institutions, focusing on leadership, critical thinking, and marketing strategies.
• Research Leadership: Led cross-disciplinary and international research teams exploring the intersection of Integrated Marketing Communications, Customer Behavior, and Organizational Performance in inter-country contexts, delivering actionable insights for global businesses.