Rachel Ashman

Dr. Rachel Ashman is a Reader in Marketing and Deputy Associate Dean Research at the University of Manchester. She holds a PhD in Marketing from the same institution and serves as an Associate Editor for Marketing Theory and on the Editorial Review Board of the International Journal of Research in Marketing. Her research explores consumer behavior, new technologies, and feminist activism, with a focus on digital marketing, self-tracking, and organizational dynamics. Key contributions include studies on influencer marketing, feminist social movements, and the intersection of neoliberalism with far-right politics. She has secured funding from Innovate UK and industry partners, and her work has been recognized with prestigious awards such as the Jim McAlexander “Coolest Research” award (2024).

Dr. Ashman’s research interests span consumer research, digital marketing strategies, and gender studies. She examines how new technologies reshape consumer practices and organizational structures, particularly in feminist contexts. Recent work explores self-tracking technologies, the role of livestreaming in influencer marketing, and the cultural politics of brands like Barbie. She also contributes to understanding the ethical dimensions of AI in fashion and the implications of digital activism.

Her professional service roles include serving on the University’s Central Ethics Committee (2021–2024) and leading the MSc in Advanced Marketing program. Teaching responsibilities include coordinating the Design Thinking in Marketing module and supervising independent study projects. Current research grants include a KTP project on multi-channel retailing with Innovate UK.

• Awards: Jayne and Hans Hufschmid Research Fellowship (2024), Best Paper Award (GENMAC 2024), Jim McAlexander Award (2024)
• Grants: Innovate UK-funded KTP project (2014–2017)
• Labs/Teams: Member of the Centre for Organisational and Employee Wellbeing