Dr. Julie Schiro is the Academic Director of the MSc in Digital Marketing at the UCD Michael Smurfit Graduate Business School and an Assistant Professor of Marketing. She teaches across executive, MBA, and master’s programs and consults with companies undergoing digital transformation.

Her research explores why digital transformations fail, how firms can better implement data, AI, and automation strategies, and what makes content go viral. She earned a Ph.D. in Marketing from the University of Colorado Boulder and graduated summa cum laude with a bachelor’s degree in Business from the University of Southern California.

Committed to bridging the gap between academic research and real-world application, she is actively engaged with industry and contributes regularly to public discussions on marketing and technology. She has appeared on RTÉ Radio 1 and NewsTalk with Kieran Cuddihy, been interviewed by The Irish Times on “phygital” retail and how shops can best leverage technology and digital media, and joined Donal O’Donoghue on the Talent Matters podcast to discuss content virality and search strategy.

Julie also serves as a judge for several of Ireland’s most prominent business and digital media awards, including the Digital Media Awards, the Spider Awards, and the InBUSINESS Recognition Awards, where she has evaluated nominees across categories such as Best in Social Media, Best Creative, and Brand of the Year.

In recognition of her teaching, she received a College of Business Teaching and Learning Award and was nominated for a university-wide award this year. She has earned multiple nominations and accolades for teaching excellence throughout her academic career.