JoAnn Sciarrino was named Knight Chair in Digital Advertising and Marketing at the UNC School of Media and Journalism in July 2012.  

Sciarrino, an advertising and marketing executive with more than 28 years of experience, works with the industry to test, deploy and refine digital advertising and marketing business models – and share results and ideas widely within the professional and academic communities.  Her teaching and research interests are in the areas of digital marketing, digital advertising, content marketing, marketing analytics and brand attachment. 

Prior to coming to UNC, JoAnn served as executive vice president for BBDO North America for 12 years, providing research, analytics and modeling solutions for more than 30 global clients. During her tenure at BBDO, she was awarded the prestigious Batten, Barton, Durstine and Osborn medal for superior employee recognition of individual contribution, attitude and performance.  She has been a frequent invited speaker at numerous client and professional organizations on her research, including the Association of National Advertisers, the Advertising Research Foundation and Content Marketing World. 

As a successful practitioner, JoAnn is also a highly sought after instructor, both at the university and executive levels. Currently she teaches Digital Marketing and Market Intelligence for the school.  She has also successfully taught Digital Marketing and Market Intelligence to MBAs at UNC Kenan-Flagler Business School and Emory University’s Goizueta Business School, respectively.  Moreover, she has conducted executive development programs for and/or consulted with numerous organizations in the United States, Asia and Europe, including but not limited to: AT&T, Starbucks, Hyatt, FedEx, GE, American Express, Capital One, L’Oreal, Splenda, M&Ms, Bank of South Asia and Proctor & Gamble. 

JoAnn pursues a broad research agenda. Her current research appears in journals such as Journal of Marketing Theory and Practice, and Journal of Digital and Social Media.  She is also currently co-authoring a book with Penny Abernathy on Digital Media Entrepreneurship by Wiley Publishing. 

JoAnn received an MBA in Decision Science from Emory University’s Goizueta Business School and a bachelor's from Michigan State University in Business and Social Science Statistics.


  • M.B.A., Emory University
  • B.A., Michigan State University