Who is Sotirios?
📊 Data-savvy, hands-on, digital marketing trainer and consultant.
👨💻 12+ years of performance marketing experience working in London, Dubai, and Singapore with agencies under WPP, Omnicom, and HAVAS.
🚀 I speak fluent geek, marketer, and business languages and I am passionate about helping companies to grow online!
➡️ Let's talk!
📨 WhatsApp: +65 9426 0742
My first steps in the digital marketing industry 👨💻
I embarked on my career journey in the vibrant city of London in 2010, stepping into the role of a Search Marketing Consultant at HAVAS People. Over the years, I have witnessed the dynamic evolution of the digital marketing landscape.
My professional path has been marked by significant milestones, including riding the wave of the Social Media revolution with Facebook, witnessing the inception of Instagram, adapting to the ever-shifting Google algorithm, and observing the gradual transition of marketing budgets from traditional avenues to the realm of digital media.
During this time, I had the privilege of collaborating with renowned brands such as Etihad Airways, Volkswagen, Sony Mobile, Pizza Hut, Lenovo, and Unilever.
Along this exciting journey, I successfully established and managed two performance marketing departments from the ground up, gaining firsthand experience in the evolution of Google Ads, Facebook Advertising, and Digital Analytics, from their early stages to the era of automation and artificial intelligence.
Working with top-tier Digital Marketing Agencies 🚀
My professional voyage eventually led me from London to Dubai, where I dedicated four years to contributing my expertise in Performance Marketing and SEO while working with Mediacom and Hug Digital.
Following a transformative journey through Latin America, I felt compelled to seek fresh challenges. My quest for new horizons brought me to Singapore, where I joined the team at PHD Media, where I played a vital role in managing the Unilever account.
Becoming a Digital Marketing Instructor 👨🏫
As part of my commitment to sharing knowledge, I began teaching digital marketing at the General Assembly and had the opportunity to work as a contractor with Facebook.
Eventually, my passion for empowering individuals and businesses in the digital realm led me to found XYZ Lab, a digital marketing training consultancy with a mission to maximize the value of every marketing dollar spent! 🚀
Embracing Remote Working ✈️
In light of the pandemic, I have embraced remote working. Working remotely allows me to continuously explore different corners of the world! I worked in 20+ countries while growing XYZ Lab to become a thriving digital marketing training and resources hub!
We are constantly working on new exciting projects, including new digital marketing courses, templates, and resources. Growing and monetizing websites, and a soon-to-be-revealed book on how to operate and grow digital companies remotely!
Testimonials & Recommendations
Sotirios is a digital marketing master. I had met him through one of his marketing courses and asked if he'll help give feedback for an job presentation. He generously spent time to consult with me and gave great insight and suggestion. As a result, I felt prepared on the presentation and landed the position.
Highly recommend Sotirios for all digital marketing needs. Super informative and helpful.
Startup friendly, Approachable, and Demystifying; The first three SEO words I would put to describe the workshops our team did with Sotirios. :)
The content was not general but fits our specific needs, he is responsive, and flexible in terms and does not take himself too seriously as many other SEO / Google Ads gurus out there, most importantly, he took the fear/mystery out of the space of digital marketing away with his calm and patient way to ease us in. It was a fantastic 3 weeks workshop on digital marketing with Sotirios, I would recommend any startup teams to kick off their digital marketing journey with Sotirios!
It's not every day that you come across an instructor who is also an excellent coach, like Sotirios.
I took the Digital Marketing Immersive program at General Assembly where Sotirios was our instructor. He has managed to roll in his years of expertise to teach us digital marketing aspects within only 10 weeks.
I particularly liked how he answered some of our questions by questioning back, leading us through the reasoning and rationale. This learning approach helped me as a student as well as inspired me to extend my knowledge through additional reading.
Any learner would be fortunate to have a coach and mentor like Sotirios!
It was a pleasure to have taken a class by Sotirios. He showed us lots of valuable insights and gave us frameworks and tools that are helpful to our daily work in digital marketing.
What I like most about Sotirios' teaching is that it is very straight to the point, easy to understand, and practical, which is something we have always found lacking in the field. He was also a very good listener and answered all our questions no matter how basic/complicated.
Hernan Sanchez Neira
we had the pleasure of collaborating with Sotirios. He’s a great partner, always bringing state-of-the-art knowledge about the digital marketing field, that helps enormously to improve the impact of our work in the media effectiveness area.
Beyond his technical strengths, he communicates complex concepts and processes in a simple and useful way. Our teams find his workshops dynamic, enjoyable, and relevant to their work.
Not only an excellent agency partner, Sotirios is also a digital expert who has diverse skills from strategic planning to implementation. He always works with an innovative mindset, be result-oriented, willing to go the extra mile, and highly responsible.
He has played a significant role in building search strategy for entire Unilever brands across APAC, raised the bar of paid search performance, and led many initiatives/ projects that won prestigious awards in the industry. He has performed outstandingly as an Account Lead regardless of high demand and challenges from a tough client like Unilever. I would love to cooperate with Sotirios again in the future and highly recommend him for any digital roles.
Sotirios has a deep and practical knowledge of the Digital business landscape and its constant evolution.
He has the ability to translate complex concepts into understandable and applicable solutions with a result-oriented mindset keeping always in mind both the client and the business.
He has the rare skill to go into details without losing perspective of the big picture.
Thank you, Sotirios for inspiring and mentoring me in this amazing and “mind-blowing” digital journey.
Sotirios was my instructor for the Digital Marketing Immersive course at General Assembly. He is extremely knowledgeable and always provides valuable insights and real-life examples beyond what the decks had to offer.
He never hesitates to guide you through the concepts and to clarify any doubts you might have. He has a great attitude and I would recommend him both as a marketer and educator.
Sotirios as a tutor/examiner/assessor was able to lend his deep industry experience in the field of Digital Marketing and help me learn, assimilate and apply it to my coursework at General Assembly, Singapore.
He was able to translate the knowledge he gained over the years to help me create a digital marketing plan for a business model canvas; a strategy that pans out to tactics and metrics. He invested a lot of time outside the course hours to ensure that his students not just understood the theory or build a hypothesis, but are adept at implementing a digital marketing plan and analysing metrics.
His positive mindset and ability to offer different perspectives as solutions make him an asset to any organization/institution.
I feel very grateful to have Sotirios as my manager because of his very strong technical knowledge of digital marketing and also his willingness to listen to all my personal development concerns.
Besides, Sotirios makes sure everything is done efficiently and of high quality, at the same time he gives a lot of autonomy to his subordinates once they prove themselves reliable. I would definitely love to work with him again in the future.
Sotirios is without a doubt one of the best directors I've ever worked with. His extensive knowledge and experiences in digital marketing help our team to deliver a greater level of performance.
Sotirios is someone you can count on, as a team leader and as a mentor. He is an innovative leader who is hungry for new knowledge. I enjoy working with Sotirios, he is definitely a valuable asset for any company!
Sotirios is an expert digital marketer. Proof of that is how I discovered XY ZLab through an instructional video he posted on YouTube. He was clear, concise, and knowledgeable. Even more impressive than his expertise on everything related to Google advertising, was his promptness and ability to summarize in writing the essentials our company needed to implement in order to improve our digital footprint and sales online.