Barbara Kanellopoulou Simou

Brand Strategy, Integrated Communications & Business Growth:

• Lead the development and execution of integrated brand communication strategies for Lidl Hellas & Cyprus, translating business objectives into consumer-focused campaigns that strengthen brand positioning and engagement.
• Act as a strategic partner to senior client stakeholders, shaping communication direction, campaign priorities and opportunities for brand growth, while managing a high-value account with annual agency billing exceeding €1.5M.
• Lead cross-functional collaboration across creative, digital, media and production teams to deliver high-impact campaigns across multiple touchpoints.
• Manage complex campaign development and delivery, ensuring alignment with brand strategy, market objectives, timelines and budgets.
• Leverage consumer insights, cultural trends and campaign performance data to optimize communication effectiveness and maximize impact.
• Key Achievement: Successfully led the launch of Lidl’s “Quality” campaign, strengthening the brand’s communication platform and reinforcing its commitment to quality among consumers.

Business Development & Operations Lead – Family-Owned B2B Business (Jewelry Industry)

• Managed commercial operations for a family-owned B2B business, overseeing supplier relationships, negotiations, client management and financial coordination.
• Developed partnerships with retailers and hospitality clients while gaining hands-on experience in business development, operations and entrepreneurial decision-making.

Brand Strategy & Integrated Communications Leadership - COSMOTE account:

• Led the development and execution of integrated brand and communication strategies for a leading telecommunications client, translating business objectives and consumer insights into high-impact, multi-channel campaigns.
• Directed end-to-end delivery of high-budget campaigns across creative, digital, media and production, ensuring on-time execution, brand consistency, and maximum return on investment.
• Acted as a strategic advisor to senior client stakeholders, shaping brand positioning, marketing investment decisions, customer acquisition initiatives, and long-term growth strategies.
• Managed complex campaign budgets and performance, leveraging data and market insights to optimize effectiveness, measure business impact, and achieve commercial KPIs.
• Led and mentored a team of four while coordinating cross-functional internal teams and external partners to deliver integrated campaigns with operational excellence.

Integrated Campaign Management & Client Leadership - COSMOTE account:

• Managed the end-to-end delivery of integrated marketing, brand and communication campaigns, ensuring timely execution, budget adherence and alignment with strategic business objectives.
• Developed insight-led, 360° communication proposals across creative, digital and media channels, leveraging consumer behaviour and market trends to strengthen brand relevance and campaign effectiveness.
• Played a key role in the successful rollout of COSMOTE's 2018 Brand Repositioning, coordinating cross-functional teams to ensure consistent brand execution across multiple touchpoints.
• Built trusted relationships with senior client stakeholders, acting as the primary strategic contact and ensuring communication plans evolved in line with business priorities and customer needs.
• Monitored campaign performance and collaborated with strategy, media and analytics teams to translate data into actionable recommendations that optimized campaign effectiveness and business results.
• Mentored junior team members, fostering collaboration, knowledge sharing and high standards of client service.

Brand Strategy & Campaign Development:

• Developed integrated marketing and brand communication campaigns aligned with business objectives, contributing to brand growth across multiple categories.
• Adapted global communication strategies for the Greek market, ensuring local relevance while maintaining brand consistency.
• Coordinated agency partners, production teams and influencer collaborations to deliver integrated 360° campaigns across multiple channels.
• Managed campaign and event execution, ensuring timely delivery, cost efficiency and alignment with client objectives.
• Monitored campaign performance, analysed results and presented recommendations and campaign outcomes to senior leadership.
• Key Achievement: Contributed to the success of the award-winning DODONI Real Yogurt campaign, which increased total brand equity by 19.2 percentage points and trialist brand equity by 15.1 percentage points, contributing to market share growth to 8.3%, a 65% increase in sales following the first campaign burst, and sustained 15% growth in subsequent bursts.

Marketing Communications Support:

• Supported the execution of integrated marketing communications across BTL, digital, events and sponsorship activations, ensuring brand consistency.
• Assisted in monitoring sponsorship visibility and campaign performance through reporting and tracking tools.

Marketing Communications Executive – Vodafone Account:

• Supported the execution of integrated ATL and BTL campaigns, collaborating with planning and cross-functional teams to ensure alignment with brand and business objectives.
• Conducted competitive analysis, mystery shopping and consumer research to generate insights that informed campaign development and optimization.
• Researched and evaluated strategic partnerships and loyalty programme opportunities for Vodafone Greece, contributing to value-driven customer initiatives.
• Supported the local adaptation of global communication campaigns, ensuring consistency with international brand guidelines while addressing local market needs.
• Assisted in the implementation of Vodafone Greece's retail brand identity across stores in collaboration with FITCH (UK).
• Coordinated the local launch of the KitKat Senses campaign, contributing to the successful adaptation of the TV commercial for distribution across eight international markets.
• Supported the Vodafone Brand Differentiation (repositioning) programme as part of the JWT Global Taskforce.
• Award-winning work: Contributed to the Vodafone Cost Control campaign, recognised with the EFFIE Hellas Grand Award and Gold Award.