Candice Marti

Feature article written by Xinwei Liu.

We are delighted to introduce Candice Marti from Louisiana State University to the RAPSIG’s 2023-2024 Ph.D. Student Liaison team!  Candice has a profound passion for the world of marketing, which has been a driving force throughout her career. Her professional journey of more than twenty years has encompassed diverse roles in sales, advertising, and traditional marketing, all with the common goal of capturing people’s interest and motivating them to engage with a wide range of products and services. Candice’s fascination with the intricacies of branding and the creation of exceptional customer experiences was ignited at an early age by industry giants like Disney and McDonald’s. However, it was during her tenure at an advertising agency that her love for marketing truly blossomed. There, she immersed herself in the complexities of brand development and product marketing.  

Her academic interests in marketing are centered on service marketing, organizational frontlines, and consumer behavior. She possesses a curiosity about frontline interactions between employees and customers, the influential role of service leaders in shaping service firm strategies, and the dynamic effects of changes in retail environments, particularly concerning products or services with uncertain outcomes. Her research interests also extend to areas such as sales, atmospherics, and sponsorship marketing.

When offering guidance to aspiring Ph.D. students and junior scholars, Candice emphasizes, “Have a big-picture plan but bite off one piece at a time. Work hard and enjoy the ride, even the difficult parts.” She also encourages taking on challenges one step at a time, cultivating a robust professional network, and seizing opportunities, even when they may appear daunting, and underscores the importance of self-care for sustaining long-term success.

Candice’s proudest academic accomplishments include earning a bachelor’s degree, an MBA, and successfully embarking on a marketing Ph.D. journey, including passing the comprehensive exam. She often celebrates achievements by enjoying good food with loved ones.

Beyond her academic pursuits, Candice enjoys cooking and baking. She also loves to travel and has explored destinations worldwide. She is an avid sports enthusiast, bonding with her husband over baseball, football, and golf. Candice is also passionate about live music and likes to attend concerts and festivals, with Jazz Fest in New Orleans being a cherished annual tradition. Her wealth of knowledge and practical marketing industry experience across various sectors, from finance to healthcare, is a testament to her expertise and dedication in the field.