Dr. Joachim Scholz - or Jo for short - is a marketing professor at Cal Poly, San Luis Obispo, and founder of MKTGsquad. His research helps marketers incorporate emerging technologies such as augmented reality and social media in their marketing strategies. His article on how augmented reality experiences can maximize consumer engagement won Business Horizons' Best Paper Award for 2016. Jo aspires to be a mentor for students of his digital marketing and ethnographic marketing research classes. Many of his students move on to be thought leaders on AR marketing and telling authentic and resonating brand stories through digital media.