Christina Maltezou

I dedicated an academic sabbatical to advancing my knowledge in Digital Marketing Strategy and Marketing AI by completing renowned programs at Harvard Business School Online and Cornell University.

Developed and implemented innovative marketing campaigns to elevate brand recognition, drive revenue growth, expand client base, and maintain competitive landscape within hospitality industry. Revitalised brand positioning strategies in alignment with market demands, focusing unique value propositions, sustainability initiatives, and experiential offerings. Integrated seamless communication channels across all marketing platforms, whilst fostering omnichannel approach to captivate customers throughout purchasing journey. Led, trained, and mentored the marketing team to foster productive workplace environment, focusing on creativity and innovation. ● Drove 10% enhancement in direct booking rates per property within nine months by orchestrating targeted Google campaigns and promoting loyalty programme booking discount. ● Maximised audience outreach and retention by pioneering multifaceted digital marketing initiatives, such as SEO, SEM, email, social media, and content marketing campaigns. ● Expanded brand reach and market presence by establishing and maintaining strategic partnerships as well as aligning with evolving cultural and societal values.

As a Group Marketing Head I led our global marketing strategy, focusing on brand positioning, market penetration, and competitor analysis across Greece and CEE markets, for a total business with 70M€ turnover. I led the development and execution of new product introductions and portfolio optimisation. I managed the product development lifecycle, coordinating with R&D, Procurement and other departments to improve product viability. I spearheaded the development and communication of comprehensive annual Category/Brand plans to local marketing teams, encompassing Market Share, Top-line Sales, A&P targets, and support mix. Additionally, I developed 360 Annual Brand Communication Toolkits, collaborating with regional teams to ensure alignment with business objectives. • Expanded profitability margins by spearheading cost-saving, enterprise-wide strategic projects, such as key consolidation initiatives in packaging, formulations and advertising. • Increased 9% total Suncare category gross margin by developing robust strategies. • Drove 4% increase in total Hand/Body/Hair wash category gross margin through strategic pricing and cost optimisation measures. • Increased market shares for all suncare brands; achieved top-tier market positions and maintained competitive landscape. • Optimised sales streams through strategic brand acquisitions, market research in Central & Eastern Europe's personal care sectors, reengineering of brand concept, portfolio, and positioning, leading to significant business expansion. • Launched up to 50 new Suncare products yearly across diverse market segments and countries, with multiple products earning "No. 1 Product of the Year" in consumer innovation awards. • Generated €1.5M in hand care category sales within one year by launching 20 antibacterial hand care SKUs during the COVID-19 outbreak to meet high demand. • Championed career growth among direct reports, enhancing team engagement and developing future leadership.

As a Group Brand Manager in the cosmetics industry from 2011 to 2017, I spearheaded the optimisation of new product development processes, maintaining P&L responsibility. I managed a diverse brand portfolio across Eastern and Southern Europe, ensuring strategic alignment and profitability. Additionally, I strategically allocated a significant marketing budget, leveraging company-wide resources to enhance cost-efficiency and drive market growth. • Identified and secured new business opportunities by analysing competitive landscape, industry trends, and consumer preferences. • Established and executed communication strategy, creating communication campaigns across diverse regions.

As a Brand Manager in the cosmetics industry from 2008 to 2011, I partnered closely with R&D, production, factory planning, and supply chain teams to ensure project excellence. I was responsible for developing high-value budgets and conducting strategic forecasts to mitigate risks, maintaining a streamlined operation that supported sustainable business growth. • Elevated sales performance by conducting comprehensive analysis and devising innovative sales strategies. • Addressed, managed, and controlled design and multi-lingual translation of all product related printed packaging.