The academic and athletic communities of the University of Virginia are mourning the loss of Carrie Heilman, a distinguished Associate Professor of Marketing at the McIntire School of Commerce and a revered institutional leader. Renowned for her rigorous empirical research, unparalleled dedication to student mentorship, and steadfast leadership as UVA’s Faculty Athletics Representative to the NCAA, Heilman left an indelible mark on both the academic landscape and the lives of countless students. Her career was defined by a rare intersection of analytical brilliance, pedagogical innovation, and a deep commitment to institutional integrity.
Early Life & Education
Carrie Heilman’s academic journey was rooted in a strong foundation of analytical rigor and quantitative problem-solving. She earned her Bachelor of Arts in Mathematics from the College of the Holy Cross, where she developed the statistical and logical frameworks that would later define her empirical approach to business research.
Recognizing the powerful application of mathematics in understanding human behavior and market dynamics, Heilman transitioned into the field of business strategy. She pursued her doctoral studies at Purdue University’s Krannert School of Management, earning a Ph.D. in Management with a concentration in Marketing. Her doctoral research laid the groundwork for her future expertise, blending complex data analysis with consumer psychology to better understand how individuals make purchasing decisions in real-world environments.
Career Zenith & Contributions
Dr. Heilman’s tenure at the University of Virginia’s McIntire School of Commerce represented the zenith of her professional career. As an Associate Professor of Marketing, she established herself as a leading voice in consumer behavior, brand management, and retail marketing. Her research, which frequently explored in-store decision-making, the impact of promotions, and consumer brand loyalty, was published in the discipline’s most authoritative peer-reviewed journals, including the Journal of Marketing, the Journal of Marketing Research, and the Journal of Retailing.
Beyond her research, Heilman’s most profound professional contribution was her revolutionary approach to experiential learning. For years, she directed McIntire’s highly selective “Promotions” course, guiding UVA students in the American Advertising Federation’s (AAF) National Student Advertising Competition (NSAC). Under her exacting and inspiring mentorship, the UVA team became a national powerhouse, securing multiple national championships and consistent top-tier finishes against hundreds of universities. She treated her students not merely as undergraduates, but as junior executives, demanding professional-grade market research, strategic planning, and creative execution.
Leadership & Affiliations
Dr. Heilman’s authoritativeness extended far beyond the walls of the McIntire School. Because of her reputation for fairness, ethical clarity, and dedication to student welfare, she was appointed as the University of Virginia’s Faculty Athletics Representative (FAR) to the National Collegiate Athletic Association (NCAA) and the Atlantic Coast Conference (ACC). In this critical leadership role, she served as the bridge between the university’s academic enterprise and its athletic programs, ensuring that institutional control, academic integrity, and the well-being of student-athletes remained paramount.
Her excellence in the classroom and in institutional leadership was recognized with numerous prestigious accolades. She was a recipient of the All-University Teaching Award and the UVA Alumni Association Distinguished Professor Award, honors that reflect her exceptional ability to inspire, challenge, and support her students. Furthermore, she maintained active affiliations with premier marketing associations and frequently collaborated with industry leaders to ensure her curriculum remained at the cutting edge of modern business practices.
Legacy & Impact
Carrie Heilman’s legacy is woven into the very fabric of the University of Virginia and the broader marketing industry. Her expertise advanced the academic understanding of consumer behavior, providing valuable, data-driven insights to the retail and marketing sectors.
However, her most enduring impact lives on through her students. Today, hundreds of McIntire alumni hold leadership positions at top-tier advertising agencies, global brand consultancies, and Fortune 500 companies—many of whom trace their foundational professional skills directly back to her classroom. She was a demanding mentor who believed deeply in the potential of her students, pushing them to achieve standards of excellence they had not thought possible.
Dr. Heilman is remembered as a brilliant scholar, a tireless advocate for student-athletes, and a cornerstone of the McIntire School of Commerce. Her life was a testament to the power of dedicated educators to shape industries and transform lives. She will be deeply missed by her family, colleagues, alumni, and the entire Charlottesville community.