Javier Rovira Ruiz

ESIC Business & Marketing School

Director Innovation Strategic Knowledge


Dr Javier Rovira is the Director of Strategic Knowledge Innovation of the Graduate School & Executive Education at ESIC Business & Marketing School (Spain). At the same time, he is the Managing Partner of KnowHow Consumering, a consultancy firm specialised in Strategy and Marketing.

He received his PdD in Business Economy from the Rey Juan Carlos University (Madrid). He also holds the title of Research Sufficiency by the same University, the PDG (General Management Programme by IESE – Universidad de Navarra) and two First Degrees in Law and Business from ICADE – Universidad Pontificia de Comillas.

His professional career began back in 1983 when he joined Procter & Gamble where he reached the position of Associate Advertising Manager in Spain and, afterwards, in the UK. In 1993 he moved to Pepsico as Marketing Director being appointed member of International Strategic Development unit. In 1995 he begins his General Management career first as General Manager of Gonzalez Byass Group (General Manager of Gonzalez Byass, Chairman of Bodegas Beronia, Chairman and C.E.O. of Castell de Villarnau, Chairman and C.E.O. of Celidesa and General Manager of Chinchón de la Alcoholera) in the wines and spirits sector. After setting his own consultancy firm in 1997, he was General Manager of Neck & Neck (textile), C.E.O. of Sabelma (Textile) and Managing Director of Laboratorios Babé (Cosmetics).

At the same time, since 1995 to date, he has been a professor at ESIC Business & Marketing School with more than 16.000 hours of teaching both at the Graduate School and the Executive Education. He has been visiting teacher and speaker at Shanghai International Studies University (Shanghai), SHU (Shanghai) and Cheung Kong Graduate School of Business (CKGSB) at Beijing

He has published three seminal books: Consumering (2008), Reset & Reload (2010) and Persona, No Consumidor (2017) being now a member the Research Unit of the School. Currently, he is applying to be Senior Fellow of the UK Higher Education Academy.

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