Digital Marketing · Social Media · Data Strategy
From writing machine learning forecasting models in Python to launching campaigns with 180M+ views — I close the loop between data, strategy, and execution.
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What sets me apart
Ideation to post-analysis. I don't hand off — I own the brief, build the strategy, run the execution, and close the loop with data. Every time.
MSc in Business Analytics with Distinction. I've built SVR, Random Forest, and Neural Network forecasting models from scratch on real retail data — not consumed dashboards someone else built.
I challenged a TikTok launch brief, proposed a different direction, and together with the team built a content operation that produced 180M+ views. Data informs instinct. It doesn't replace it.
Selected work
Before the launch brief went to the agency, I investigated what was already resonating in the Italian market. The data pointed to the weekly flyer — already a cultural touchpoint for Lidl fans in Italy, mirroring what we had built successfully in Greece. I framed the brief around that insight: find something with existing traction in Italian culture and build the TikTok identity around it, with the flyer as the reference point.
The agency came back with open proposals — no creative boundaries set. One of them centred on the flyer. The team then played a crucial role in shaping it into what became Lidia: refining the concept, defining the character, and turning a creative proposal into a workable ongoing content strategy. Together we built the weekly operation — structure, rhythm, performance monitoring, and continuous adjustments — that sustained 100K+ followers in six weeks and 180M+ views.
Annuncio TikTok → NC Digital Awards →" data-el="Η καμπάνια αναγνωρίστηκε σε δύο από τα πιο σημαντικά βραβεία της ιταλικής βιομηχανίας. Στα NC Digital Awards 2025, η Lidia κέρδισε έξι βραβεία: η Lidl Italia πήρε Χρυσό για Best Digital Company (μία από μόλις δύο εταιρείες στην Ιταλία), Χρυσό στο Social Media Grand Prix, Χρυσό στο IMA Talent Virtuali, Χρυσό στο Digital Integrated Campaign (Retail), Ασημένιο στο Digital Branded Content και Ασημένιο στο Social Channels Management. Στα TikTok Ad Awards 2025, η Lidl Italia κατέκτησε το Greatest TikTok — το κορυφαίο βραβείο μεταξύ όλων των ιταλικών brand — με κριτική επιτροπή CEOs από Havas, OMD, Dentsu, VML και Accenture Song. Ανακοίνωση TikTok → NC Digital Awards →">The campaign was recognised across two of Italy's most prestigious industry awards. At the NC Digital Awards 2025, Lidia won six prizes: Lidl Italia took Gold for Best Digital Company (one of only two companies in Italy to receive this honour), Gold in the Social Media Grand Prix, Gold in IMA Talent Virtuali, Gold in Digital Integrated Campaign (Retail), Silver in Digital Branded Content, and Silver in Social Channels Management. At the TikTok Ad Awards 2025, Lidl Italia took the Greatest TikTok — the top prize across all Italian brands — with a jury of CEOs from Havas, OMD, Dentsu, VML, and Accenture Song. TikTok announcement → NC Digital Awards →
Most marketing teams treated the weekly promotional flyer as a channel — something to digitalise and distribute. I looked at it differently: the flyer was a product, with its own audience, lifecycle, UX, and performance metrics. That reframe became the strategy.
Comunicato stampa ufficiale →" data-el="Συν-ανέπτυξα μια data-driven προσέγγιση που άλλαξε τη συμπεριφορά των πελατών στην ελληνική αγορά — μετρήσιμα μετατοπίζοντας τη συμπεριφορά αναζήτησης των καταναλωτών και καθιερώνοντας το online φυλλάδιο ως το κυρίαρχο σημείο επαφής. Τα IAB MIXX Awards 2019 το αναγνώρισαν με τέσσερα βραβεία: Ασημένιο + IAB Members Award για Αποτελεσματική Χρήση Δεδομένων και Χάλκινο + IAB Members Award για Search — και τα δύο ρητά για τον αντίκτυπο του online ψηφιακού φυλλαδίου στη συμπεριφορά αναζήτησης μέσω δεδομένων. Επίσημο δελτίο τύπου →">I co-developed a data-driven approach that changed customer behaviour in the Greek market — measurably shifting consumer search behaviour and establishing the online leaflet as the dominant touchpoint. The IAB MIXX Awards 2019 recognised it with four prizes: Silver + IAB Members Award for Effective Use of Data, and Bronze + IAB Members Award for Search — both explicitly for the online leaflet's impact on consumer online search behaviour through data. Official press release →
The strategy scaled across Greece and Cyprus, ranking both countries 1st and 2nd among 26 European Lidl markets — including UK, Germany, and France — across web, newsletter, and app KPIs for four consecutive years.
This one had no team, no agency, no handoff. The e-newsletter strategy — setup, segmentation, content, scheduling, performance monitoring, insight extraction, continuous optimisation — was entirely mine. Every decision, every adjustment, every result.
Ai Peak Performance Marketing Awards 2019, un secondo Oro per la Best Email Campaign, esplicitamente riconosciuto per i suoi risultati misurabili — più Oro per la Best Omnichannel Campaign e Bronzo per la Best App Promotion." data-el="Δύο ανεξάρτητες κριτικές επιτροπές έφτασαν στο ίδιο συμπέρασμα την ίδια χρονιά. Στα DIME Digital Media Awards 2019, Χρυσό για Best e-Newsletter — κρίθηκε έναντι ολόκληρης της ελληνικής ψηφιακής αγοράς, όχι μόνο των σούπερ μάρκετ. Ο φορέας απόνομης βραβείων χαρακτήρισε το έργο "μοναδικό όχι μόνο στον κλάδο των σούπερ μάρκετ, αλλά σε ολόκληρο το ελληνικό ψηφιακό τοπίο." Στα Peak Performance Marketing Awards 2019, δεύτερο Χρυσό για Best Email Campaign, αναγνωρίστηκε ρητά για τα μετρήσιμα αποτελέσματά του — συν Χρυσό για Best Omnichannel Campaign και Χάλκινο για Best App Promotion.">Two separate industry juries reached the same verdict in the same year. At the DIME Digital Media Awards 2019, Gold for Best e-Newsletter — judged against the entire Greek digital market, not just supermarkets. The award body called the work "unique not just in the supermarket sector, but across the whole of Greek digital." At the Peak Performance Marketing Awards 2019, a second Gold for Best Email Campaign, explicitly recognised for its measurable positive results — plus Gold for Best Omnichannel Campaign and Bronze for Best App Promotion.
Across both ceremonies: 2 Golds for email, 1 Gold for omnichannel, 3 Silvers, 1 Bronze. This is what full-stack execution looks like — one person, end-to-end ownership, validated twice over. DIME press release → Peak Awards press release →
Before AI became a buzzword, I was writing Python code to forecast SKU-level sales using Google Trends as an independent variable — running Support Vector Regression, Random Forest, Decision Tree, and Artificial Neural Network models on three years of real proprietary FMCG retail data.
The research tested the predictive value of user-generated search data in an industry where data is scarce and publicly available studies are almost nonexistent. SVR outperformed all other models, with MAPE scores competitive for country-level forecasting. The work was awarded a Distinction — and it's the foundation of how I think about data-driven decision making today.
Career
Lidl Italy & Malta
Leading a team of four focused on social media, influencer marketing, viral marketing, and talkability strategy for the Italian and Maltese markets.
Lidl Italy & Malta
Led a team of six across digital strategy, social media, content, and performance marketing. Launched the Lidia TikTok campaign — Italy's most awarded grocery social media activation — winning Greatest TikTok at TikTok Ad Awards 2025 and 5 prizes at NC Digital Awards 2025.
Lidl Greece & Lidl Cyprus
Led digital transformation across two markets. Developed and executed cross-channel strategies that placed Greece and Cyprus 1st and 2nd among 26 European countries across web, newsletter, and app performance metrics for four consecutive years.
Lidl Greece & Lidl Cyprus
End-to-end management of digital assets, CRM systems, and advertising strategy. Introduced data-driven optimisation frameworks that became the foundation for later market-leading performance.
Lidl Greece & Lidl Cyprus
Built and scaled Lidl Greece's social media presence from the ground up, establishing audience and content infrastructure that would underpin a decade of digital growth.
Recognition
Education & Credentials
Writing
Most sales forecasting relies on historical data. I tested whether Google Trends search data could act as a predictor variable for future FMCG sales using machine learning models.
Contact
If you're looking for someone who brings both data and instinct to the table, and stays until the work is done — I'd like to hear from you.