Dr Pilar Rojas Gaviria

• PhD in Economics and Management - Marketing, Solvay Brussels School of Economics and Management, 2012
• MSc in Management Science (Hons), Solvay Brussels Schools of Economics and Management, 2005
• MsA (Hons) in Philosophy, Louvain la Neuve, 2003
• BA (Hons) in Management, Pontificia Universidad Javeriana, 1999

Dr. Rojas-Gaviria is an Associate Professor of Marketing at Birmingham Business School. Her research innovates and draws on qualitative methods, including arts-based approaches. She is particularly interested in embodied methodologies, such as poetising and dance, which enrich critical discovery, unlearning, collaboration, and storytelling. As an interdisciplinary scholar, she integrates sociology, literature, and philosophy to explore consumption-related phenomena and their embodied experiences, aiming to contribute to a fairer and more responsible world.

She publishes her work in leading journals such as the Journal of Consumer Research, Annals of Tourism Research, European Journal of Marketing, Journal of Business Research, Journal of Marketing Management, and Marketing Theory. She serves as an Associate Editor for the Journal of Marketing Management and is on the editorial boards of Marketing Theory and the Journal of Customer Behaviour. She is co-editing special issues on poetics in consumer research for Consumption, Markets, & Culture and on body-consumption connections for the Journal of the Association for Consumer Research.

Dr. Rojas-Gaviria’s work has been recognised with the Marketing Educator of the Year Award by Women in Marketing Global, the Teaching Excellence Award by the Marketing Academy in the UK, and the Outstanding Teaching Award at Birmingham Business School. Her innovative teaching methods, including dance and poetry, have been developed in collaboration with the Birmingham Royal Ballet. View her work.

She also serves as an External Examiner for the MSc in Marketing and Creativity at ESCP, London. She is the Deputy Chair for Arts-based Methodologies for the Arts, Heritage, Non-Profit, and Social Marketing SIG at the Academy of Marketing.

Dr. Rojas-Gaviria holds a PhD (2012) and an MSc in Management from the Solvay Brussels School of Economics and Management. She also has undergraduate degrees in Philosophy from Louvain la Neuve in Belgium and Business from Pontificia Universidad Javeriana in Colombia. Before joining the University of Birmingham in 2019, she was a faculty member at Pontificia Universidad Católica de Chile, Esan Graduate School of Business in Peru, the Solvay Brussels School of Economics and Management, and The Ecole des Arts in Belgium. Before her academic career, she worked in various sectors, including consultancy.

Research interests:
Consumer and Market Transformations, Consumer Vulnerability & Poetry Elicitation Techniques.