08/01/2026 updated
100 % available
Brand & Marketing Strategist
Nicosia, Cyprus
Worldwide
M.Sc. in Strategic Marketing, Durham UniversityAbout me
Senior Brand & Marketing Strategist. 12+ years in positioning and GTM narrative for B2B companies in complex and regulated markets -- healthtech, medtech, AI/SaaS. Remote, Europe-based.
Brand AwarenessCommunicationCommunication DesignMarketingMarketing Communications
Senior Brand & Marketing Strategist with 12+ years in positioning, GTM narrative, and messaging architecture for B2B companies in complex and regulated markets. Primary sectors: healthtech, medtech, AI/SaaS.
Core skills: competitive positioning, messaging architecture, ICP and buying committee mapping, value proposition development, GTM strategy, sales enablement, white papers, thought leadership, and content systems.
I work at the layer where strategy becomes language -- defining what a company says, to whom, in what order, and why it should matter to a buyer who is hard to reach and slow to trust. Most of my clients have strong products and weak commercial narratives. That gap is where I work.
Recent work includes B2B repositioning for a US maternal health platform pivoting from consumer to health plan and employer buyers (500%+ reach growth among target decision-makers, 24-38% CTR on white papers, Bronze Anthem Award 2025, Stevie Award 2026, two Gold AVA Digital Awards, Webby nomination 2026). Also brand identity and messaging for medtech and rare disease companies at Hello Helio, and agency repositioning as an independent consultant.
Earlier: built the strategy function from the ground up at DeLeMa McCann Cyprus (McCann Worldgroup), rising from Junior Planner to Head of Strategy. Developed the agency's first psychographic segmentation database, still in active use.
Working language: English. Markets: US and European. Based in Europe.
Experience
Professional experience5 - 10 years
Freelancer since2023
Languages
EnglishNative speakerFrenchBasic knowledgeGreekNative speaker
Project history
Senior strategy consulting across positioning, messaging architecture, and GTM narrative for B2B companies with complex products and multi-stakeholder buyers. Engagements range from positioning audits to full messaging systems for early-stage and growth-stage companies, most recently in healthtech and regulated markets.
Senior Strategist at Hello Helio, a US healthtech strategy studio. Strategic partner to a multi-client B2B portfolio across healthtech and medtech, owning positioning, messaging architecture, competitive research, sales enablement, and GTM narrative.
Flagship engagement: Pacify, repositioned from a consumer maternal health app to a B2B offering for health plans and employers. Mapped the buying committee, rebuilt the messaging architecture, and built the evidence-led content system behind the commercial push, including white papers, data assets, and a CEO thought leadership platform. Within 90 days: 500%+ reach growth among target decision-makers and 24–38% white paper CTR. The work won a Bronze Anthem Award, a Stevie Award, two Gold AVA Digital Awards, and a Webby nomination.
Across the portfolio: pitch deck frameworks, one-pagers, ICP guides, and objection-handling assets, calibrated for US health system contexts. Clients included CrossBay Medical/Euva (medtech spin-off), CobiCure (pediatric rare disease), Advancium Health Network, Oxeon, Leadership Rounds, and myTomorrows.
- Helped establish and grow the agency's first strategy department into a four people powerhouse, that became indispensable to the agency, its projects, and pitches
- Employed traditional (interviews, focus groups, surveys) and novel research methods (mobile ethnography, participant photography, art, diaries) in search of whatpeople really think and feel
- Developed the communications strategy for all brands of the McCann Cyprus client portfolio, delivering a clear roadmap to success
- Projects include: pandemic contingency communicationsplans for Epic telecoms and The Bank of Cyprus and thelaunch campaign for Nicosia Mall, earning the agency fourBronze Awards at the Cyprus Advertising Awards