Skill set (7)
Electra in a few words
Brand Strategist with 8+ years’ international experience (Cyprus, Greece and UK) in strategic communication and brand building, skilled in making the complex, digestible and engaging so that companies can grow and thrive.
I’ve worked with brands across industries, guided by my passion to create order out of research and data chaos, equipping organisations with the right insights and data to create meaningful work.
Currently: brand strategy for businesses in need of clarity
/ research and analysis
/ communications planning
/ brand building
Previously
Head of Strategy, McCANN DeLeMa Cyprus
Clients x Projects: Coca-Cola, The Bank of Cyprus, BMW, epic, Carlsberg, Planty, Nicosia Mall, German Oncology Center, Truth Central
Experience
- Strategy GirlFreelance Brand StrategistJanuary 2022 - Today (3 years)
* Brand strategy for businesses in need of clarity * I apply analysis, insight, experience and well-trained instincts to the development and execution of strategies and campaigns, across channels and across borders. - The Free Conversations MovementBrand StrategistJanuary 2023 - Today (2 years)Barcelona, SpainWorking effectively with a cross-cultural, cross- market, cross- functional team to develop the NGO's brand.
- DeLeMa McCann CyprusHead Of StrategyJanuary 2019 - May 2022 (3 years and 4 months)Nicosia, CyprusMy core mission is to provide brands with strategic insight and emergent trends that inform their branding direction and communications strategy. RESEARCH• Created macro-trends decks, by researching and identifying the major forces shaping our future and their relevance to business to ensure clients consistently received timely and complete information• Built and launched the agency's first segmentation database, with over 50 segments that go beyond demographics and behaviours, revealing perceptions, interests, and attitudes• Facilitated four cross-country, qualitative research projects that represented Cyprus in international research projects for McCann Worldgroup. BRAND AND COMMUNICATIONS PLANNING• Project managed small- and large-scale projects of the McCann Cyprus client portfolio. Projects included: Pandemic contingency communications plans for Epic telecoms and The Bank of Cyprus, Brand identity for the German Oncology Center and the Nicosia Mall launch campaign that earned the agency four Bronze Awards at the Cyprus Advertising Awards and five Awards at the Cyprus Digital Marketing Awards. BRAND BUILDING• Created a company proprietary brand building process / tool to be used for brands in the making. The process included bespoke brand building exercises of Brand Archetypes, Tone of Voice and Key Messaging and helped the agency win key pitches including The Bank of Cyprus, MTN, and hydroponics start-up Planty.
Recommendations
Education
- Master of ScienceUniversity of Durham2012Master of Science (MSc), Strategic Marketing
- BA (Hons), Marketing with BusinessUniversity of Central Lancashire2010BA (Hons), Marketing with Business