Dr. Alexander Edeling started his appointment as Associate Professor of Marketing at KU Leuven (Belgium) on October 1, 2021. Alex has been a researcher at the Marketing Area for 10.5 years, first as a doctoral student (until 2016) and then as a postdoctoral researcher. We thank him for his contributions in research, teaching, and administration, and wish him all the best for his new role at the renowned university.