Pilar Rojas Gaviria

Dr. Pilar Rojas Gaviria is an Associate Professor in Marketing at the Department of Marketing, Birmingham Business School, University of Birmingham. Her interdisciplinary research combines qualitative and arts-based methodologies to explore consumer behavior, embodiment, and social responsibility.

Education:

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

Her research focuses on embodied methodologies such as poetising and dance, drawing from sociology, literature, and philosophy to examine consumer experiences. She aims to foster a more equitable and responsible world through critical inquiry and unlearning. Her recent publications explore affective atmospheres, decolonial perspectives in academia, menopause in the workplace, and poetic representations in research.

The trends in her scholarly output reveal a strong commitment to innovative qualitative methods, interdisciplinary frameworks, and socially responsible marketing. Her work frequently appears in leading journals such as the Journal of Consumer Research, Annals of Tourism Research, and European Journal of Marketing.

Scientific Awards:

• Marketing Educator of the Year Award – Women in Marketing Global
• Teaching Excellence Award – The Marketing Academy, UK
• Outstanding Teaching Award – Birmingham Business School

Dr. Rojas Gaviria serves as Associate Editor for the Journal of Marketing Management and is on the editorial boards of Marketing Theory and Journal of Customer Behaviour. She is co-editing special issues on poetics in consumer research and body-consumption connections. She has developed innovative teaching methods in collaboration with the Birmingham Royal Ballet and serves as External Examiner for the MSc in Marketing and Creativity at ESCP, London. She is also Deputy Chair for Arts-based Methodologies for the Arts, Heritage, Non-Profit, and Social Marketing SIG at the Academy of Marketing.

She has held prior academic positions at Pontificia Universidad Católica de Chile, Esan Graduate School of Business (Peru), Solvay Brussels School, and The Ecole des Arts (Belgium), before joining the University of Birmingham in 2019.