Curriculum Vitae
Dr. Jonas Heller
Tenured Assistant Professor in Marketing at Maastricht University. Co-Founder & Scientific Director of DEXLab and Co-Founder of the Limburg Immersive Technologies Network.
Experience
Professional Experience
Assistant Professor (tenured)
Oct 2020 – PresentMaastricht University
Department of Marketing & Supply Chain Management, School of Business and Economics
- Co-Founder & Scientific Director of DEXLab — the first innovation laboratory at SBE focusing on AR, VR, AI, service robots, and neuroscientific tools (EEG, GSR, eye-tracking)
- Co-Founder of Limburg Immersive Technology Network (LIT Network)
Scientific Researcher
Jul 2022 – Feb 2023Jimdo (remote)
Research collaborations with academic institutes & quantitative data collection & analysis
Post-doctoral Researcher
Oct 2019 – Oct 2020Brightlands Institute for a Smart Society (BISS), Maastricht University
Academic Tutor & Research Assistant
Mar 2016 – Sep 2019University of New South Wales (UNSW), School of Marketing
Academic Tutor & Lecturer
Apr 2014 – Jan 2016Maastricht University, Marketing & Supply Chain Management
Project Manager Logistics Services
Jun 2014 – Aug 2014Zalando HQ, Berlin
Process Manager
Feb 2014 – Apr 2014Zalando, Mönchengladbach
Project Manager Logistics Services
Feb 2013 – Jan 2014Zalando HQ, Berlin
Education
Academic Degrees
Ph.D. in Marketing
Mar 2016 – Sep 2019University of New South Wales (UNSW)
Thesis: "Augmented reality's impact on consumer decision making in frontline services"
Top 10% dissertation · Dean's Award for Outstanding Dissertation
Supervisors: A/Prof. Mathew Chylinski & Prof. Ko de Ruyter
M.Sc. in International Business: Supply Chain Management
Feb 2014 – Aug 2015Maastricht University
Cum laude · Top 5% Master thesis
B.Sc. in International Business
Sep 2009 – Aug 2012Maastricht University
Major: Supply Chain Management · Minor: Finance
Recognition
Awards & Honors
SBE Junior Researcher Award
Awarded to a faculty member within 5 years post-PhD
SBE Team Science Award
Awarded to research group 'AugmentedReseARch'
Dean's Award for Outstanding Dissertations, UNSW
Top 10% dissertation
SERVSIG Dissertation Award Finalist
ANZMAC Best Paper Award
UNSW Outstanding Research Student Award
Awarded to 4 students across all faculties
UNSW Business School Research Fair Winner
ANZMAC Strategy Challenge Award
CADE Best Paper Award
Excellence in Teaching Award, Maastricht University
Average above 8.5/10 across all courses (2014–2016)
Funding
Grants & Scholarships
Total competitive funding acquired: > €2.1 million
ERASMUS+ "ATLAS.TI — AI-based Solutions for Teaching & Learning"
UM–Zuyd Strategic Investment: Growing LIT Network (Year 2)
GSBE PhD Co-funding — Maarten Ramaekers
GSBE PhD Co-funding — Joana Fernandes Duhamel
SWOL Scientific Event Grant "10th Intl. XR Metaverse Conference"
GSBE Conference Funding "10th Intl. XR Metaverse Conference"
NETSPAR Theme Grant (via Institute GAK): "See4YourFutureSelf"
UM–Zuyd Strategic Investment: LIT Network (Year 1)
Teaching
Teaching Experience
Maastricht University — Coordinator & Tutor
- B.Sc. Marketing Management (2024, 2025) — 8.2/10
- B.Sc. Marketing Research & Supply Chain Management (2024) — 8.2/10
- B.Sc. Customer-Centric Supply Chain Management (2021) — 7.7/10
- M.Sc. Supply Chain Relationships (2020, 2021) — 8.7/10
Executive Education (via DEXLab)
- MBA Digital Strategy, executive workshops, in-company trainings on emerging technologies
- Clients include: Allianz Insurance, APG, ANWR, CBS, Dutch Ministry of I&W, MSM, UM, UMIO
Maastricht University — Tutor (2014–2016, avg 8.5/10)
- Fundamentals of Supply Chain Management
- Management of Organizations & Marketing
- Marketing Management
- Marketing & Supply Chain Management Tutorial
University of New South Wales — Lecturer (2016–2019, avg 5.4/6)
- Consumer Behavior seminar — 5.3/6
- Marketing Research seminar — 5.5/6
- Laboratory Staff Training on Emerging Technologies
Supervision
PhD Supervision
Current
- Maarten Ramaekers — "Preparing Procurement for an AI driven future" (with Prof. D. Mahr & Prof. F. Rozemeijer)
- Joana Duhamel — "Emerging Technologies for future-self connectedness" (with Dr. Tim Hilken & Prof. Max Louwerse)
- Ibrahim Humdi — "VR in hedonic service settings" (with Prof. D. Mahr & Dr. Tim Hilken)
- Stefan Bos — "Immersive Technologies to combat poverty" (with Prof. E. Bruggen & Dr. Minou Werf)
- Roberta di Palma — "VR in Education & Service Marketing" (with Prof. D. Mahr, Dr. Tim Hilken & Prof. Simon Beausseart)
Completed
- Silke Herold — "Digital Procurement" (with Prof. D. Mahr & Prof. F. Rozemeijer) — Graduated 2025
Additional
- 50+ Master thesis students supervised on marketing, service, and SCM topics
- Co-supervised UNSW honors student (A. Carrozzi) — thesis published in Journal of Interactive Marketing
- International co-supervision and project-level doctoral collaboration beyond Maastricht University
Service
Academic Citizenship
- Member of the Maastricht Young Academy (2026–present)
- Columnist for Maastricht University Newspaper "Observant" (2025–present)
- Member of Assessment Committee of Learning, SBE, Maastricht University (2024–present)
- Junior group representative, MSCM department, SBE, Maastricht University (2023/2024)
Reviewing