Felipe Thomaz

Associate Professor of Marketing

  • felipe.thomaz@sbs.ox.ac.uk

Saïd Business School
University of Oxford
Park End Street


Felipe is an expert in marketing strategy, structure and management, as well as a leading scholar on illicit and criminal markets.

In addition to being an Associate Professor of Marketing, Felipe is also Deputy Director Oxford Future of Marketing Initiative and Director of the Diploma in Artificial Intelligence for Business.

His research addresses the role of social networks’ impact on brand and firm performance, the management and architecture of intangible market-based assets (such as brands), as well as the behaviour of consumers in digital marketplaces and interactive marketing channels. Within this domain, he has a concentration of work on the effectiveness and efficiency of marketing activities, particularly around the broader advertising industry. Additionally, he works on novel tools, techniques, and methodological approaches to address emerging managerial problems (complex budget allocation optimisation, multi-dimensional long-term forecasting and attribution models).  

This work has led to the first two intellectual property transfers from Saïd Business School to the University, and the first spinout company created with the Oxford University Innovation (OUI) in the School’s history.

Felipe has published on the ethics of marketing and the emerging issues surrounding the integration of artificial intelligence (AI) in market systems, especially where consumer privacy is concerned. His work on a framework for ethics in AI for business in partnership with the International Chamber of Commerce is the basis for ethical AI deployment recommendations for roughly 45 million businesses globally.

His work on environmental, social and governance (ESG) topics includes a financial valuation of social and environmental purpose on brands, as well as work with the United Nations Unstereotype Alliance on the negative brand impact of stereotypes in advertising. He has written a process for measurement and management of carbon emissions in the advertising ecosystem, which is championed as a standard by the AdNetZero, a massive industry collaboration working towards a net zero standard in advertising and onwards to the service sector.

He is a collaborator with the Oxford University Department of Biology on studies in conservation where wildlife trafficking and illicit markets, are involved - having presented this work as panellist at the United Nations General Assembly. Felipe is also a faculty member working with tech companies, non-governmental organisations (NGOs) and other social impact organisations on how AI might be used to further the global sustainability and development goals.

Felipe is the first marketing scholar to study and publish academic peer reviewed articles on the functional form and behaviour of illicit and criminal marketplaces, especially those found in the dark web. This stream of research has assisted government policy, international agencies dealing with human trafficking, and major NGO or intergovernmental bodies like the UN.

Felipe has published in top marketing, mathematics (algebra), and conservation science peer-reviewed journals.

Raised in São Paulo, Brazil, Felipe received his PhD in Marketing from the University of Pittsburgh. He also holds a master's degree in Marketing and Finance from the University of Pittsburgh, as well as a bachelor's degree in Animal Sciences from the University of Florida. Prior to joining Oxford, Felipe taught at the University of South Carolina.

Read Felipe's CV


  • Shan Su,
  • Ewan A Macdonald,
  • Nico Arcilla,
  • Maurice Beseng,
  • Felipe Thomaz,
  • David W Macdonald

Comparing the principal eigenvector of a hypergraph and its shadows(opens in new window)

  • Journal article
  • Linear Algebra and Its Applications
  • Gregory J Clark,
  • Felipe Thomaz,
  • Andrew Stephen
  • Shan Su,
  • Ewan Macdonald,
  • Maurice Beseng,
  • Felipe Thomaz,
  • David Macdonald

How consumer digital signals are reshaping the customer journey(opens in new window)

  • Journal article
  • Journal of the Academy of Marketing Science
  • David A Schweidel,
  • Yakov Bart,
  • J Jeffrey Inman,
  • Andrew T Stephen,
  • Barak Libai,
  • Michelle Andrews,
  • Ana Babić Rosario,
  • Inyoung Chae,
  • Zoey Chen,
  • Daniella Kupor,
  • Chiara Longoni,
  • Felipe Thomaz
  • Cammy Crolic,
  • Felipe Thomaz,
  • Rhonda Hadi,
  • Andrew Stephen
See more publications


Felipe’s research on the future of marketing strategy brings him into constant contact with a wide range of global companies.

These companies are interested in how to modernise their marketing operations and include the best, most current and forward thinking. Similarly, they are interested in incorporating novel technologies into their capabilities; finding ways to exploit complexity rather than following damaging simplistic rules. Felipe is often a frequent commentator on brand theory and the appropriate way in which companies build up modern marketing assets.

On a policy side, Felipe collaborates with a number of government agencies and institutions, as well as NGOs, on the understanding and modelling of processes that underlie the creation, operation, and collapse of black markets; with a particular focus on those markets that operate in the digital realm.


Felipe’s teaching aims to connect established theory, current groundbreaking research and the realities of marketing practice.

He teaches executive courses on a range of topics, but currently focuses on the Diploma in Artificial Intelligence for Business.

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