Dr Thuy "Rosie" Pham is an applied researcher in social and behavioral science, focusing on leveraging big data analytics to transform communications in public health, social welfare, and sustainability. Her work bridges academia and industry to create real-world solutions that benefit communities.

Dr Pham earned her PhD from Queensland University of Technology (QUT) on May 10^th, 2022, receiving the Faculty of Business and Law Executive Dean's Commendation for Outstanding Doctoral Thesis. Within her first year post-PhD, she published extensively, including two first-author papers in the Journal of Consumer Psychology (JCP), recognized among the top-cited and top-downloaded articles for 2022-2023. She is also a visiting scholar at Columbia Business School, collaborating with Professor E. Tory Higgins.

Following her PhD, she joined CSIRO as a Postdoctoral Research Fellow in Social and Behavioral Science. Her research, under the Energy Business Unit, explored the motivations behind adopting sustainable and energy-efficient building practices.

Since January 2024, Dr Pham has been a tenure-track Lecturer in Marketing at the University of Western Australia (UWA) Business School. She is dedicated to research and teaching, aiming to make a meaningful impact through practical, data-driven approaches and fostering a love for learning and discovery.

She utilizes big data analytics to provide actionable insights in decision-making and well-being. She employs a mixed methods approach, validating consumer phenomena with real-world data and testing theoretical models through experiments. Proficient in R/Python programming, she collects and analyzes unstructured data, demonstrating that aligning messages with consumers' motivation and self-regulation enhances engagement and perceived value, with significant implications for public health, social welfare, and sustainability communications.

As an educator, Dr Pham promotes diverse student employability through digital and transformative educational methods. She is an Associate Fellow of the Higher Education Academy (AFHEA) and a certified Software Carpentry Instructor. She has developed and taught large business courses at undergraduate and postgraduate levels, including Big Data in Marketing (UWA Business School) and Deep Learning for Business (UQ Business School), and has instructed R and Python workshops at the Queensland Cyber Infrastructure Foundation (QCIF).

Dr Pham co-supervises four internal PhD students at UWA Business School/Marketing and two external PhD students, with her students receiving Australian Postgraduate Research Awards, top-up scholarships, and selection for leading scholars programs.

She actively engages with the global marketing research community through conferences, workshops, and seminars. Her research has been presented at high-profile conferences such as the American Marketing Association (AMA) Conference, the Higgins Lab and Red Lab at Columbia University, Marketing Science, Frontiers in Service, Advances in National Brand and Private Label Marketing, and the Australian Conference on Personality and Individual Difference (ACPID).

Dr Pham shares her research findings and engages with academics and HDR students in marketing seminar series at several institutions, including Columbia University, University of Pittsburgh, University of Texas at Austin, Maastricht University, RWTH Aachen University, University of Basel, University of Lucerne, University of Melbourne, University of Queensland, University of Newcastle, QUT, Griffith University, CSIRO’s Science Symposiums, and industry seminars.

With over ten years of industry experience in Strategic Brand Management at multinational corporations including RACQ, Perfetti Van Melle (Mentos), Samsung Electronics, Universal Robina, and Wilmar International, she integrates practical knowledge into her teaching and research.

Born and raised in Saigon, Vietnam, Thùy completed a Bachelor's degree in Food Science and Human Nutrition in Vietnam before moving to Australia, where she is now a citizen.

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