Felipe Thomaz

His research addresses the role of social networks’ impact on brand and firm performance, the management and architecture of intangible market-based assets, 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 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 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 is a collaborator with the Oxford Zoology department 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 of the Oxford AIxSDG, the University’s initiative to determine 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.

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