Steffen Baecker

Steffen is an Adjunct Professor of Data Science at IE School for Politics, Economics and Global Affairs and a PhD Candidate in Marketing at IE Business School. His research delves into understanding how consumers feel, think, and make decisions regarding sustainable products and brands, essentially exploring the psychology of sustainable consumption. Among society’s most pressing issues towards sustainable development is the attitude-behaviour gap. Although consumers express positive attitudes towards sustainability, they often struggle to translate these intentions into tangible sustainable behaviour. Steffen is committed to contributing to narrowing the attitude-behaviour gap and inspiring others to join in creating a more sustainable world.

He has presented his research at various prestigious marketing conferences, workshops, and symposia, including the AMA Academic Conference, among others.

Before dedicating himself to full-time academics, Steffen accrued experience in German family businesses in the fashion and technology sectors, where he held marketing and sales-related roles. His corporate responsibilities included managing intricate projects at the intersection of analytics and marketing. These projects ranged from developing a marketing campaign reporting system to rebranding the corporate brand and identity and designing of strategic country growth portfolio.

Steffen also holds an MBA from IE Business School, where he earned recognition in Poets&Quants’ 2021 Best & Brightest Online MBAs, and an M.Sc. from HHL Graduate School of Management. Moreover, he is a member of the Beta Gamma Sigma Honour Society.

Beyond the classroom, Steffen is likely to be found outdoors, embodying this in two distinct senses. Born and raised in Germany, he quickly discovered the world’s vast offerings. His profound appreciation for cultural diversity led him to reside in five different countries across two continents and become fluent in five different languages. To quench his ongoing curiosity, Steffen seizes every opportunity to travel to the most unknown and remote places.

On a second note, he relishes outdoor activities like hiking and enjoys connecting with the environment by practising yoga and meditation, preferably in green spaces.

Corporate Experience

• Marketing Analytics Manager, Walbusch Walter Busch GmbH & Co. KG, Germany, 2020 – 2021

• International Brand Manager, Gira Giersiepen GmbH & Co. KG, Mexico & Colombia, 2018 – 2020

• Assistant to the Head of International Marketing, Gira Giersiepen GmbH & Co. KG, Germany, 2016 – 2018

• Assistant to the Director of Controlling & Finance, Gira Giersiepen GmbH & Co. KG, Germany, 2015 – 2016

• Associate Key Account Manager, Gira Giersiepen GmbH & Co. KG, Germany, 2014 - 2015

• Marketing & PR Assistant, Hülsta Furniture UK Ltd., United Kingdom, 2013

Academic Experience

• Adjunct Professor of Data Science, IE School of Politics, Economics & Global Affairs, IE University, Spain, 2022 – Present

• Research & Teaching Assistant in Marketing (Consumer Behaviour), IE Business School, IE University, Spain 2021 – Present

Academic Background

• Ph.D. in Marketing (Consumer Behaviour), IE Business School, IE University, Spain, 2025 (expected)

• Master in Research Methodology & Management Science, IE Business School, IE University, Spain, 2023

• Global Online MBA, IE Business School, IE University, Spain, 2021

• Master in Management, HHL Leipzig Graduate School of Management, 2019

• Academic Exchange, EGADE Business School, Instituto Tecnológico y de Estudios Superiores de Monterrey, Mexico, 2018

• International Summer Programme, ESADE Business School, Spain, 2017

• Bachelor in International Management, FOM University of Applied Sciences, Germany, 2016

• Academic Exchange, Universidad Católica San Antonio de Murcia, Spain, 2015