Jill J. Avery

Senior Lecturer of Business Administration

Dr. Jill Avery is a Senior Lecturer in the General Management Unit at Harvard Business School with a passion for and a focus on brand management and customer relationship management (CRM). Prior to her academic career, she spent nine years in CPG brand management, managing brands for The Gillette Company, Braun Inc., Samuel Adams, and AT&T, and spent three years on the agency side of the business, as an account executive managing consumer promotions for Pepsi, General Foods, Bristol-Myers, and Citibank.  She remains close to practice by offering marketing consulting services to a range of brands and non-profit organizations and through board service as a Director of the Amica Mutual Insurance Company and as a Trustee and Chairman of the Board of Overseers at the Museum of Fine Arts, Boston.

Her work on branding and CRM has been published in the top academic marketing journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, and Journal for the Advancement of Marketing Education.  She also reaches a broader audience through managerial articles and case studies that have been published in Harvard Business Review, MIT Sloan Management Review, European Business Review, and Business Horizons. She is the coauthor of the edited book Strong Brands, Strong Relationships, published by Routledge in 2015.  Her doctoral dissertation on online brand communities won the Harvard Business School Wyss award for excellence in doctoral research and the Marketing Science Institute’s best paper award for work published in the International Journal of Research in Marketing. Her work on underdog brands earned an honorable mention for best articles published in the Journal of Consumer Research in 2011.  Her branding insights have been cited in Advertising AgeThe EconomistThe New York TimesThe Financial Times, Forbes, and Bloomberg/Business Week.

She teaches two required courses in the first year of the MBA program: Marketing and Field Immersion Experiences for Leadership Development (FIELD), a new, experiential field-based course. She also has taught Branding + Different, an elective course in the second year of the MBA program. In the past, she has taught marketing management, brand management, integrated marketing communications, and consumer behavior in the MBA and undergraduate programs at Simmons College, Boston University, and Northeastern University. She received the Simmons School of Management’s award for teaching excellence for her MBA teaching.  She was awarded a Certificate of Distinction in Teaching at Harvard University for her undergraduate teaching.  Her executive education teaching has included sessions in the “Taking Marketing Digital” and "Strategic Marketing Management" programs at Harvard Business School and for arts and cultural organization leaders at National Arts Strategies. 

She has written a series of teaching cases on branding and social media.  Her case writing includes cases on Frito Lay, Porsche, Pepsi, J.C. Penney, EMC, Tate Modern, Park Hotels, Eileen Fisher, HubSpot, Filene's Basement, Peapod, onefinestay, Denver Museum of Nature & Science, Nanda Home, and Better World Books. Her HubSpot case was awarded The Case Centre Marketing Award in 2014.  

She holds a DBA (marketing) from Harvard Business School, a MBA (marketing and finance) from the Wharton School, and a BA (English and art history) from the University of Pennsylvania.  Prior to joining the HBS faculty, she was an assistant professor of marketing at the Simmons School of Management from 2007-2013, where she was awarded tenure and promotion to associate professor. 

Jill J. Avery In the News