Detra Montoya

Dr. Detra Montoya is a Clinical Professor of Marketing. She earned her PhD and MBA from Arizona State University and a BS in Finance from the University of Arizona. Prior to joining ASU, she served as an Assistant Professor of Marketing at the University of Washington’s Foster School of Business.

Before her academic career, Dr. Montoya held several roles at Procter & Gamble, where she focused on customer business development with national retail partners and led the creation of national merchandising programs for multicultural consumer markets.

Her research centers on consumer behavior and multicultural marketing, with publications in leading journals including the Journal of Consumer Psychology, Journal of Business Research, Journal of Public Policy & Marketing, and Services Marketing Quarterly. She is also a co-author of Business Consulting in a Multicultural America.

Dr. Montoya specializes in teaching courses in which students work closely with a diverse range of companies, both local and national, as well as non-profit organizations. She has directed more than 120 student marketing and brand management class projects that provide hands-on, experiential learning opportunities.

Dr. Montoya teaches brand management and sales management courses across undergraduate, graduate, and executive programs. She is the Faculty Director for the Professional Sales Program and has received numerous awards for her teaching and service, including the 2019 Most Impactful Marketing Professor for the W. P. Carey Full-Time MBA Program, the 2021 Huizingh Outstanding Undergraduate Service to Students Award, the 2024–25 Huizingh Outstanding Undergraduate Teacher Award, and repeated recognition on the Dean’s List for Teaching Impact.