Prof. dr. Edith G. Smit (PhD 1999) is full professor of Persuasion and Consumer Empowerment (>2009) at the Amsterdam School of Communication Research, University of Amsterdam, as well as chair of the university’s Senate (>2022). From 2013 to 2020, she was the director of the Graduate School of Communication, and responsible for three master’s programs (appr. 500 students yearly). She was program director within the department before that (2009-2012), and actively involved with the European Advertising Academy (president), DDMA Privacy Authority (member), and SWOCC (director and chair of the board) for many years. Her expertise includes persuasion and empowerment, applied in the domain of health, media, as well as sustainability. She studied and taught about persuasion and resistance strategies in digital media, medical television programs, how low(er) literate people understand complex health information, consumers’ attention to advertising and packaging while multitasking, sustainability, and effects of privacy concerns.