Vassilis Douros

I set up The Marketing Collective because marketing works best as one system, and most organizations are running it as a collection of parts. My work is to reconnect them.

I lead marketing inside large organizations, currently in-house at a Canadian telecom with prior leadership across aviation and retail. Places where the budgets are real and the org is complicated. What I learned there is what I bring to clients now: how to move a business when the answer isn't obvious and the room has plenty of opinions.

My strategy work is built on marketing-effectiveness principles. Evidence over opinion, long- and short-term balance, measurement that informs decisions rather than decorates a dashboard. System-level thinking, not channel-level optimization.

I also co-host The Sleeping Barber, a podcast on marketing research and effectiveness, because the conversation about what actually works deserves more than a deck.