Dr. Nancy J. Sirianni (Ph.D. Arizona State University, B.A. University of Texas at Austin) works at the intersection of consumer psychology and marketing strategy with the goal of understanding and innovating the customer experience. Her current research projects investigate: retail & service marketing, frontline marketing (employee-customer interactions), sensory marketing, consumer emotions & feeling states, and salesperson psychology.

Dr. Sirianni serves as a tenured Associate Professor of Marketing at the McCoy College of Business at Texas State University where she is the Steven R. “Steve” Gregg, Sr. Excellence Professorship Fellow for 2025. She teaches Consumer Behavior and Marketing Management courses in the McCoy BBA, MBA, and MSMRA programs. In addition, Dr. Sirianni is a research faculty member of the Center for Services Leadership at Arizona State University. Prior to joining Texas State University, she served as Director for the Texas Master of Science in Marketing (MSM) program at the McCombs School of Business at University of Texas at Austin.  Previous to that role, Dr. Sirianni held the Jones Endowed Chair in Services Marketing, and served as a tenured Associate Professor of Marketing at the Culverhouse College of Business at the University of Alabama. Her industry background includes eight years of combined experience in consulting, marketing research, and service management with Accenture, BSI Consulting, and Insperity.

Dr. Sirianni’s research has been published in premier journals including: Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of International Business Studies, Journal of Retailing, Journal of Service Research, and Journal of Business Research, among others. She reviews for a number of marketing journals, and currently serves on the Editorial Review Board for the Journal of the Academy of Marketing Science. Her research findings have been featured in Forbes, Time, U.S. News & World Report, Harvard Business Review, Science Daily, NPR, and The Washington Post Magazine. She enjoys collaborating with retail and service firms, and has conducted field experiments with IKEA, Virgin Pulse, A&W Canada, and Carpe Vino.

She is the coauthor of the forthcoming book: At the Helm: Navigating the Next Era of Sales Management.

She was honored for her early career research contributions with the 2018 AMA SERVSIG Emerging Service Scholar Award, and she was selected to join the elite group of Marketing Science Institute Young Scholars in 2015. Her research has won grants from the Marketing Science Institute, the Office of Research and Economic Development at the University of Alabama, and the Texas State University McCoy College of Business Faculty Development Fund.

Dr. Sirianni’s work in the classroom has garnered a number of teaching awards and honors, including winning the 2024 McCoy College of Business Achievement Award for Teaching at Texas State University, recognition on the McCombs BBA Faculty Honor Roll at the University of Texas at Austin for the Fall 2021 and Spring 2022 semesters, winning the 2018 Outstanding Marketing Faculty Educator Award at the University of Alabama, and she was a finalist for UA’s prestigious “Last Lecture” teaching honor in 2017. In addition, Dr. Sirianni was twice honored with the Neeley School of Business “Favorite Professor” award at Texas Christian University (as selected by the MBA Class of 2012 and the MBA Class of 2013).

She has taught Introduction to Marketing, Marketing Management, Marketing Research/Information & Analysis, Service Marketing Strategy, Managing Service Excellence, and Consumer Behavior, and enjoys bringing marketing concepts to life in her undergraduate, masters, and doctoral courses.

She and her husband live in Austin, Texas, with their beloved dog and a grumpy backyard owl.