I currently serve as General Manager at a regional beverages multinational company in Photiades Group, where I've driven transformation across a €60M business. My work has elevated the company from distributor to brand builder, redefined consumer perceptions, and introduced growth-driving innovations-such as the Cuervo "Tequila-Paloma" launch-establishing a consumer trend within two years. I've ensured business resilience and expansion through diversification and strategic partnerships with strong brands like Lavazza.

At Heineken, I built a career in brand building and creative leadership. Over 20 years, I guided a €110M marketing portfolio, repositioned ALFA to #1 beer in Greece, and introduced groundbreaking campaigns rooted in emotion and authenticity. I pioneered categories like low/no-alcohol beers, ciders, and craft-y brands like MAMOS and NYMFI and launched fast-track innovations like Alfa Weiss Can, earning top honours including Euro Effie Gold, Grand Effie Hellas, numerous Ermis awards, YouTube Ads Leaderboard, and Red Dot Awards.

My educational background comprises a master's in engineering, an MBA, a CIM postgraduate diploma in marketing, and certifications focused on Al and Growth Marketing. I am a Doctoral candidate (DBA), expanding my research-led understanding of marketing effectiveness.

As a juror for Effie Europe, Thave deep respect for effective, purpose-driven marketing. lam committed to upholding the principles of creative effectiveness and rewarding campaigns that make a lasting business and cultural impact.