Fotene Photiou

Commercial and marketing professional with hands-on experience in business development, e-commerce, digital marketing, brand positioning, commercial communication and business operations across B2B and B2C environments. Strong ability to coordinate marketing campaigns, commercial partnerships, promotional activities and cross-functional business processes, combining strategic thinking with hands-on execution and effective communication. Experienced in establishing, organizing and developing business operations, workflows and commercial processes from initial concept through implementation and continuous improvement.

Proven ability to coordinate multiple departments and align commercial, operational and marketing activities with business objectives and growth strategies. Strong background in market analysis, commercial planning and business coordination, with hands-on experience in establishing and organizing business processes, workflows and operational structures that support commercial growth and day-to-day business operations.

Founder & Commercial Development – Wholesale (B2B) at PET CAMELOT (2003-01 – 2020-12)

One of the early specialized pet accessories wholesalers in Greece, developing proprietary product lines and a nationwide B2B customer network.

• Founded and scaled a wholesale business from initial concept to full operational maturity.
• Designed and executed commercial strategy, pricing policy, proprietary product portfolio, private label development, supplier selection and product sourcing.
• Led the development of seasonal product collections and private-label ranges for pet beds and pet clothing, with focus on fabrics, product identity and commercial positioning.
• Built and managed a nationwide B2B customer network.
• Conducted sales forecasting, customer and sales performance analysis, and inventory planning based on commercial performance.
• Coordinated product coding, inventory management, order preparation, invoicing, accounting and administrative processes supporting the day-to-day operation of the business.
• Planned, coordinated and supervised the company's participation in trade exhibitions, commercial presentations and promotional activities, from preparation and organization through to on-site execution and follow-up.
• Worked closely with marketing on branding, promotional materials and commercial communication.
• Developed and maintained long-term relationships with suppliers, commercial partners and customers, supporting business growth and partnership development initiatives.
• Coordinated cross-functional teams across sales, warehouse, administration and logistics operations.

Co-Founder – Commercial, Retail & E-commerce Development at PET4U (2006-01 – 2020-12)

Retail network with 14 physical stores and a leading e-commerce presence serving a nationwide customer base in the pet care sector.

• Played an active role in the establishment, development and coordination of the company's online and e-commerce operations from inception, supporting its long-term growth and evolution.
• Supported the development and commercial operation of the e-shop, including online product presentation, digital communication and promotional activities.
• Participated in the coordination of digital campaigns, online commercial promotion and product visibility initiatives.
• Monitored online commercial activity, customer behavior, sales trends and channel performance to support commercial planning and decision-making.
• Collaborated with marketing, operations and logistics teams to optimize customer experience and omnichannel performance.
• Coordinated communication and workflow between e-commerce, warehouse, accounting and commercial operations.
• Participated in KPI tracking, commercial planning and operational decision-making processes.
• Supported the integration of commercial strategy with retail, digital and operational execution.
• Coordinated day-to-day commercial and operational workflows across retail, e-commerce and support functions within a multi-channel business environment.
• Contributed to the planning and coordination of promotional activities, customer communication initiatives, commercial campaigns and partnership activities supporting retail and e-commerce growth.

Business Development & Strategic Planning (Project-based) at AllTec Fire Protection Products & Services (2020-01 – Present)

Strategic collaboration focused on business development and market positioning in collaboration with Firecom Italy.

• Strategic collaboration focused on business development and market positioning.
• Preparation and support of a comprehensive business plan aimed at investor attraction.
• Market, competition and business analysis.
• Contribution to commercial positioning and long-term growth strategy.
• Advisory role without involvement in daily operations.

E-commerce & Commercial Marketing Developer at Independent E-commerce & Commercial Marketing Projects (2022-01 – Present)

Development and coordination of two e-commerce platforms serving Greece and Cyprus.

• Development and coordination of two e-commerce platforms serving Greece and Cyprus: (Greece) and (Cyprus)
• Coordination of digital marketing campaigns and promotional activities across multiple channels.
• Product positioning, content development and commercial communication.
• Monitoring customer behavior, sales trends and campaign performance.
• Market and competition analysis to support commercial decision-making.
• Coordination of order flow, customer service and operational processes.
• Alignment of marketing activities with commercial objectives and business growth initiatives.

Marketing & Digital Marketing – National and Kapodistrian University of Athens (NKUA)

Business Studies – Accounting – Indiana State University, Terre Haute, USA

Psychology & Criminology – Aristotle University of Thessaloniki

Stress, Anxiety & Anxiety Disorders – Aristotle University of Thessaloniki