I am an Associate Professor of Marketing at the University of Oxford ‘s Saïd Business School, where I also serve as Deputy Director of the Oxford Future of Marketing Initiative, and Director of the Diploma on Artificial Intelligence for Business.

My work 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, I am often working on the effectiveness and efficiency of marketing activities, particularly around the broader advertising industry. Additionally, I aim to develop 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 in partnership with the Oxford University Innovation (OUI) in the School’s history. I’m currently working as Managing Director of the spinout: Augmented Intelligence Labs, integrating really deep martech technology using Hypergraph analysis in major global companies.

I have collaborated on the ethics of marketing and the emerging issues surrounding the integration of AI in market systems, especially where consumer privacy is concerned. This 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.

Additional 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. In 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.

I was 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.

I was raised in São Paulo, Brazil, before moving to the United States. I received my MBA (marketing and Finance) as well as my PhD in Marketing from the University of Pittsburgh. Prior to that, I received my bachelor’s degree in Animal Sciences from the University of Florida – turns out biochemistry can prepare you for ALL sorts of interesting careers; who knew? Prior to joining Oxford, I held a post of Assistant Professor of Marketing at the University of South Carolina.