Continuing Lecturer


Judy Hopelain is a Continuing Lecturer in the Marketing Group and an active member of the professional faculty at the Haas School of Business, where she teaches in both the MBA and undergraduate programs. She is a hands-on business leader who partners with B2B and B2C organizations to identify and capitalize on opportunities for growth. From identifying opportunities to increase market penetration, share, profitability, and relevance, she has deep experience in business and brand planning, architecture, messaging and customer engagement. That experience stems from years of strategy consulting at leading management consulting firms (BCG, Accenture and Prophet Brand Strategy), building and leading the direct channels business at specialty retailer, Illuminations, and leading Corporate Strategy for Patagonia. She now heads her own brand and marketing consultancy, Pure Gravy LLC, where she continues doing the work she loves.

In addition, Hopelain has served on the advisory board of several tech solution startups, several of which have been acquired by larger firms. She is currently an advisor to health-tech startup, Mariposa Technologies, that facilitates care coordination and family engagement to ensure senior wellness and quality of life throughout the aging process.

At Haas, Hopelain is the faculty advisor to the American Advertising Federation National Student Case Competition team, which she has supported since 2013-14, and has recently also become the faculty advisor to the Latinx Business Student Association. She has a Master of Public Policy from the University of Michigan, and graduated Phi Beta Kappa from UC Davis.

Expertise and Research Interests

  • Brands & Sustainability
  • Brand Leadership
  • Brand Building