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Sonja Wendel is a Senior Researcher at Leyden Academy on Vitality and Ageing since May 2021, focusing on gender and retirement along with narrative-based learning. Wendel has served as an Assistant Professor in Marketing at Erasmus Universiteit Rotterdam since September 2015, contributing to projects like the EIT Health initiative aimed at enhancing citizens' well-being. Previous roles include teaching and supervising marketing courses at Erasmus Universiteit Rotterdam, Vrije Universiteit Amsterdam, and Universiteit van Amsterdam from January 2013 to October 2015, and conducting research on marketing and healthcare at NIVEL from May 2009 to January 2013. Early career experience includes a Post Doc in Life Sciences Marketing at Erasmus University Rotterdam (2006-2008) and a full-time teaching position at Maastricht University in 2001-2002. Wendel holds a Ph.D. in Marketing and a Master's in Economics from Maastricht University.