[ THE PROBLEM ]
Most marketing isn’t underfunded. It’s disconnected.
Brand and demand run on separate calendars. Paid and organic report to different people. Strategy lives in a deck nobody opens after the offsite. The result isn’t a lack of effort. It’s a lack of architecture.
The fix isn’t another campaign or another dashboard. It’s treating marketing as one operating system, with the same evidence, the same measures and the same direction across every part of it.
[ SERVICES ]
Three ways to work together.
- 01
Strategy Sprints
Solve a defined marketing problem. Focused engagements across positioning, go-to-market strategy, operating models and channel architecture. Output: a clear recommendation and strategy on a page.
- 02
Strategy & Media Reviews
Pressure-test a plan before committing spend. An independent review of your marketing strategy or media plan, including where it is over-indexed, what the evidence supports and what should change. Output: a clear diagnosis and prioritized recommendations.
- 03
Advisory Sessions
Senior counsel when a decision matters. For founders and marketing leaders who need an experienced independent perspective on a specific challenge. Available by session or on a recurring basis.
[ APPROACH ]
How I work.
I look for the real constraint, test assumptions against evidence, and build systems that connect strategy, media, measurement and execution.
Phase 01
Discover
Understand the business, the category, the customer and what the evidence already tells us.
Phase 02
Diagnose
Identify where the system is breaking, and where the real constraint sits.
Phase 03
Direct
Set the strategy: where to play, how to win, what to prioritize and how success will be measured.
Phase 04
Deliver
Translate the strategy into a clear plan the team can execute and measure.
[ EXPERIENCE ]
Built inside the businesses most advisors only consult to.
I’ve spent my career leading marketing from inside complex businesses across telecom, aviation and retail, with responsibility for large media portfolios, growth strategy, performance marketing, agency relationships, in-housing, measurement and team leadership.
I’ve worked on both sides of the growth equation: building brands and demand, while also improving the systems, operating models and investment decisions that make marketing more effective.
The through-line is scale: understanding what actually moves a business when the budgets are real, the trade-offs are hard and the organization is complicated.
TELUS · WestJet · Sport Chek · Deloitte · bwin · Universal McCann · Athens 2004 Olympic Games
Podcast co-host. CMA council member. Industry speaker and awards juror.
More about Vassilis →[ MEDIA PLAN CHECK ]
A three-minute read on how your plan is built.
Eight questions on balance, measurement, creative and governance. It returns a written diagnosis of where the plan is likely breaking, not a grade. Nothing is stored.
Let’s talk about what your marketing is actually for.
A short conversation about the business problem, before anyone talks tactics.
Get in touch