Retailing Team

John Pracejus

John Pracejus, PhD

Director, The School of Retailing and Associate Professor in Marketing, Business Economics and Law

John's research focuses on consumer emotional response to marketing, how consumers interpret visual communications in marketing, and how consumers respond to brand associations, such as celebrities, events, and charitable causes. He has published work in journals such as: Journal of Advertising, Journal of Business Research, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Public Policy and Marketing and Organizational Behavior and Human Decision Processes. He holds a PhD in Marketing from the University of Florida and an MA in Communications from the University of Illinois. He has presented research findings in over 20 countries and have taught at universities in Austria, Belgium, Canada, Hong Kong, Russia and the United States.


Craig Patterson

Craig Patterson, BComm, LLB

Director of Applied Research

Craig is a retail analyst, consultant, and Director of Applied Research at the School of Retailing. He has studied the Canadian retail landscape for the past 25 years and he holds a Bachelor of Commerce and Bachelor of Laws Degree, both from the University of Alberta. He's also President & CEO of Retail Insider Media Ltd.


Heather Thomson

Heather Thomson

Executive Director

Heather has over a decade of leadership experience in a variety of retail settings: lululemon athletica and ATB Financial to name a few. Heather is passionate about the future of the retail sector and the careers within. Her most recent position with the School of Retailing at the Alberta School of Business has afforded her the luxury of working with leaders and pioneers in the retailing and commercial real estate sector for education, academic research, applied research, consulting, events, and industry outreach.


Alex Wiens

Alex Wiens, BComm (MBA Student)

Stakeholder Analyst