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My Journey

I started my career in London as a Search Marketing Consultant at HAVAS People, back in 2010 and I grew up with the digital marketing industry. I've experienced the Social Media boom of Facebook, the birth of Instagram, the ever changing Google algorithm and the shift of marketing budgets from traditional to digital media, while working with brands such as Etihad Airways, Volkswagen, Lenovo and Unilever.

Along the way, I set-up and managed two performance marketing departments from the ground-up, experiencing the evolution of Google Ads, Facebook Advertising and Digital Analytics from the early days to the era of automation and AI.

My journey brought me from London to Dubai, where I spend 5 years working with Mediacom, Hug Digital and Service Market, before I move to Singapore to join PHD Media on the Unilever account.


I finally decided to leave the agency world to start teaching digital marketing full-time at Geneal Assembly, while I also founded XYZ Lab, an innovative digital marketing consultancy servicing Singapore and South East Asia.

Welcome to my world.

"Sotirios is a great asset for any modern-day organisation, aiming for differentiation and acknowledgement to sustain within the digital world. He has a vast experience in the digital domain and knows how to deliver a proper digital proposition and meet on objectives. His main expertise is winning the battles on the organic search listings and pages with his media bidding techniques. Another important merit is his visionary output setting, where he knows what the output needs to be, and its feasibility, and works to meet it. All these skills were shaped by his constant self-improvement which I witnessed first hand, making him an important element and referral point."

Allen Bedrossian,

Digital and Media Manager at Nissan Middle East


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