Mario Vafeas

Professor Mario Vafeas is a Professor of Marketing at the University of the West of England (UWE), affiliated with the Bristol Business School. He leads the Applied Marketing Research Group and focuses on buyer-seller relationships, value co-creation, and services marketing. Prior to academia, he spent 20 years in branding and design consultancy, followed by brand management roles at HJ Heinz and Harveys of Bristol.

His qualifications include a PhD, MBA, PGCert in Teaching and Learning in Higher Education, and certifications such as FCIM, FIDM, and FHEA. He is a Fellow of the Chartered Institute of Marketing and the Institute of Data and Marketing, and holds a Certified Digital Marketing Professional qualification.

Research interests span marketing strategy, client-agency dynamics, and the application of service-dominant logic to co-creation processes. His work often addresses challenges in B2B relationships, resource integration, and digital transformation impacts. Publications highlight topics like employee ownership, social proof in behavior change, and creativity in creative studios.

Teaching includes undergraduate and postgraduate marketing courses, alongside knowledge exchange projects with SMEs. He actively engages with industry through roles like DMA (West) Regional Council Member, bridging academic research and practical applications.