Ευαγγελια Σαραφιδου

Strategic and commercially driven FMCG leader with more than 20 years of experience in brand management, business unit leadership, and portfolio development across multinational and local organizations. Proven track record in driving profitable growth through channel strategy, customer activation, portfolio optimization, and strong cross-functional collaboration. Experienced in managing multi-category brands, leading commercialization initiatives, and translating consumer and shopper insights into impactful go-to-market strategies.

Combines strong business acumen with hands-on execution and a growth-oriented mindset.

Business Unit Manager at ELGEKA S.A. (2021-01 – 2023-10)

Lead the strategy and commercial performance of a multi-category FMCG portfolio, with full P&L ownership and accountability for delivering growth through effective commercialization, channel strategy, and shopper-focused activation.

• Define and execute portfolio and channel strategies, delivering over +50% sales growth through market expansion, new channel development, and customer-focused initiatives
• Translate consumer and shopper insights into actionable go-to-market plans, shaping pricing, promotions, and in-store execution
• Partner closely with Sales and key customers to co-develop customer activation plans and joint business initiatives, strengthening sell-out performance
• Lead annual marketing and activation planning, ensuring alignment between brand strategy and commercial execution across channels
• Drive portfolio optimization, including SKU prioritization and innovation roadmap, maximizing profitability and relevance
• Collaborate with Supply Chain and distributors to ensure forecasting accuracy, product availability, and execution excellence
• Optimize A&P investments to maximize ROI, balancing brand-building with commercial impact
• Monitor market and channel performance, proactively identifying growth opportunities and implementing corrective actions

Senior Brand Manager at SARANTIS S.A. (2015-09 – 2020-12)

Steered the strategy, innovation, and communication of multiple brands across personal care and household categories.

• Owned brand strategy and annual plans, strengthening market performance and equity
• Co-developed shopper and customer activation plans with Sales, improving penetration and in-store visibility
• Led innovation pipeline in collaboration with cross-functional teams
• Translated market and shopper insights into impactful communication and activation strategies
• Adapted global strategies to local market dynamics across multiple channels

Marketing Manager Audiovisual at SAMSUNG (2012-03 – 2014-09)

• Developed and executed go-to-market strategies for the audiovisual portfolio
• Launched innovative products, creating new segments and driving category growth
• Led in-store activations, partnerships, and PR initiatives to strengthen brand positioning

Public Relations & Digital Manager at BEIERSDORF (2011-03 – 2012-02)

• Led corporate communication strategies and digital transformation initiatives
• Developed integrated campaigns and digital platforms enhancing brand presence

Senior Brand Manager at BEIERSDORF (2008-06 – 2011-03)

• Managed marketing plans, POS strategy, and category insights
• Contributed to international innovation strategy and cross-market initiatives

Trade Marketing Manager, Senior Brand Manager & Brand Manager at UNILEVER PLC (2003-04 – 2008-06)

• Delivered category growth through strong trade marketing, in-store activation, and channel-specific strategies
• Managed NPD launches, forecasting, and multi-channel campaigns
• Strengthened brand visibility and conversion at point of sale through effective execution

MSc in International Marketing – Strathclyde University, Glasgow (2001-01 – 2002-12)

BSc in Business Administration – Piraeus University (1994-01 – 1998-12)