Digital Marketing Trainer & Instructor

Founder of XYZ Lab // On a mission to train and upskill the next generation of digital marketing leaders.
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Digital Marketing Trainer & Instructor


Founder of XYZ Lab // On a mission to train and upskill the next generation of digital marketing leaders.

Go to Courses
Go to Coaching

Digital Marketing Courses

Google Analytics 4 Fast Track Course

Master Google Analytics 4
quickly and easily!


Scale Your SEO Content from 0 to 100K Clicks

Practical templates & step-by-step video tutorials to develop and optimize SEO Content that moves the needle!


Digital Marketing Coaching


Review your SEO Strategy, Search Console Insights, and SEO tactics with Sotirios


Google Ads Coaching

Review your Google Ads Strategy and Optimise your Google Ads campaigns with Sotirios



Review your Google Analytics 4 Setup, Configuration, Events, and Conversion Tracking with Sotirios



Brainstorm your digital marketing strategy and review your digital marketing tactics with Sotirios



Optimise your PPC campaigns and Lead Generation funnels with Sotirios



Troubleshoot your digital analytics, Event and Conversion tracking with Sotirios


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

📩 [email protected]


My Story

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!



Contact Me

Testimonials & Recommendations


Contact Me 📩

or WhatsApp me at +65 9426 0742