Eirini Lekkou

Senior Business Director with rich experience in Marketing (trade and consumer) and eCommerce in the spirits, beer, food and mobility services industry. Impactful, inspirational leader, accomplished in empowering and mobilizing diverse functional teams towards a collective goal. Delivering extraordinary business results consistently, either in distributor/franchisee or privately owned in-market organizations. Proven track record in leading transformational change, building high-performing teams from scratch, and establishing productive partnerships. Fueled by customer insight and committed to making a meaningful, positive difference for the business and the broader community. Driven by a passion to progress and achieve, together with others.

• Autohellas, Marketing & eCommerce Director, 2021-01-01, 2024-12-31, In Autohellas, designed the Marketing & eCommerce functions for the region, resourced the team, established reward systems, introduced partner agencies, cultivated relationships to strategic partners (Aegean, Alpha Bank, DEI) significantly contributing to the stellar performance of the company. Developed a 3-year strategic 360 communication plan, driving awareness and building the image for the Hertz brand, establishing it as # 1 in Rent-a-Car (Rac), increasing market share for Leasing, and launching the innovative Hertz Flex Drive service, to participate in the growing segments of the market. Accelerated the performance of web direct channels to +30%, as a result of a complete UI/UX web redesign and launch of new web functionalities, delivering +10% sales conversion rate for RaC and 5% for Leasing. Created annual promotional strategy and introduced systematic, data-driven CRM across services, delivering personalized content to each segment of our customer base, extending seasonality, increasing average rental revenue by +12%, and rentals by 13%.
• Diageo Europe Partner Markets, Customer Marketing Director, 2018-01-01, 2021-12-31, In Diageo, successfully managed >30m Advertising & Promotion budget to drive >5% top-line growth in 3 years, by effectively deploying integrated business strategy and marketing plans across 50 countries for Beer and Spirits. Contributed to a sustainable value-creation strategy, increasing gross margin by +1.0% by effectively managing product mix, trade investment, promotion and price. Led the Eastern Europe business unit through transformational change. Merging Beer & Spirits, joining Diageo Europe cluster and founding a Customer Marketing Team and new way of working from scratch. Led the business successfully through Covid-19 crisis. Successfully adapted marketing execution and revised the short/mid-term business plan with agility, while sustaining employee and customer engagement.

• AUTOHELLAS: Effie CRM/Data-driven Award [2024], 2 x PR & Influence Awards [2023], 2 x UI/UX Awards [2023], 3 x Peak Awards /Digital Media [2022].
• DIAGEO: Brilliant Execution Global Awards: ‘Exit Festival’ Sponsorship [2018], Spirits Christmas [2016], Beer St Patrick’s [2013], Diageo Innovation Hero Award [2012], Diageo Europe Best Line Manager [2010]