Head of online media & mobile, Betway
I am originally from a small city in northern Greece called Dama and I am a big fan of good old rock music, festivals, gigs, sports and good coffee.
I studied economics in Greece and did my master’s in marketing in Glasgow before moving to London for work about 8 years ago.
I am currently the head of online media & mobile for the Betway group, which is an international leading provider of sports betting and casino services. I look after all our digital media buying, app marketing efforts and Mar-tech across all of our core markets.
What’s the best thing about working / your current role at Betway?
What I enjoy the most is that Betway and the whole betting industry are performance first and very data-driven, which pushes me and the team to make the most of the tools that are available to us and be creative with the ways in which we use our data.
Betway is also a very fast-paced company; we are always looking to try new things, test and onboard new solutions. We have no fear of failure.
I personally don’t like routine, so this environment really fits my personality. I could never work for a company or industry where things rarely change or move really slowly
In your opinion, what is the biggest marketing industry challenge for brands?
Nowadays, there are so many channels, touchpoints and available data that reaching a target audience and making a brand visible is not an issue.
However, the competition in every single industry is bigger than ever before and so are the online distractions that consumers are faced with on their path to purchase.
Therefore, I believe that the main challenge for brands is to create loyalty; to generate a deep connection with users that will give them a strong enough reason to keep coming back instead of switching to competitors.
What’s the best career advice you’ve ever received?
A very senior person once told me, “your team are not your friends”.
This advice was so against my values that it actually drove me to apply the exact opposite approach with my colleagues, my existing team and any new team members. All the relationships that I build are based on honesty and genuine interest, which has helped me build very strong and successful teams, helped the team develop their skills and progress quickly, and helped the businesses meet goals by maximising their talent.
What’s the most memorable moment you’ve ever had at work?
It has to be my first day at work. I clearly remember the day before I started, my first day in the office and the day after. There are so many different emotions during this experience which makes it really memorable.
What inspires you?
Skilled, talented people and innovation are the two things that inspire me the most on a professional level.
Listening to someone with strong views that are based on both experience and research really motivates me and pushes me to be better.
Innovation is something that I really enjoy, I was always a bit of a gig and makes my thinking more creative.
Some values that you live by
Honesty and transparency are the values based on which I build my professional and personal relationships. It’s how I treat my friends, my team, my partners, my vendors and whoever I talk with.
I believe these values are the backbone to creating something long-term, efficient and special.
What advice would you give to your younger self?
Development never stops, learning never stops. If you are in an environment that doesn’t give you the opportunity to develop your skills and talent and learn new things every day, then something is wrong and you should take action.
This way of thinking has worked extremely well for me. I’ve always enjoyed getting out of my comfort zone and working on new things but I’ve been lucky to work with and for people that have always encouraged me to keep learning, either on the job or outside through 3rd party development.
My advice to younger people, especially to those working in agencies, is to not specialise on only one thing. Don’t try to become a narrow-skilled professional. Instead, broaden your horizons and aim to be a T-shaped marketer, as this allows for more creative thinking, which is significantly more valuable to both a business and yourself.
If you weren’t working in marketing, what would you be doing?
I would most likely be involved in organising festivals or gigs. I find the connection between music, people and the outdoors just amazing.
What’s your favourite:
Apple because of the way that they’ve innovated throughout the years whilst sticking to their standards. They are one of the only brands that has devoted fans in a similar way that football teams do.
Spoiler Alert, Netflix’s OOH campaign that launched during quarantine. I absolutely loved it. I really admire brands that can think and act fast and that was an excellent example!
Lord of the rings will always be at the top of the list but 33 strategies of war, is a great little book that takes you through war strategies and how these can perfectly be applied to life.
I sometimes listen to Ted Talks daily or The MadTech podcast but I prefer good old music radio which is full of surprises and helps me relax.
Food to eat / restaurant
Pizza is my weakness. Homeslice and Zia Lucia are my go-to pizza places; however, my favourite restaurant is ‘Cantina la Piedra’ in Mexico City, where I probably had the best meal of my life.
What’s your experience been working with Yee & Clau?
I’ll be very honest here. I think that they’re both fantastic at what they do. I learnt a lot next to them, and they were not only people that I could rely on but also a benchmark for me to push myself, continue developing and become better. They are extremely knowledgeable, very driven and an absolute pleasure to work with. I have no doubt that they will succeed in their new venture.