Nov 2025 – Present · 4 mos · London Area, United Kingdom · Remote

• If you'd like to discuss your marketing challenge, book a free session with me on ADPList https://adplist.org/mentors/xenia-sapanidi
• I mentor marketers and people trying to figure out where they fit in and around marketing. Most sessions focus on things like structuring marketing functions, defining growth priorities, hiring the right early marketing leaders, and using technology and AI to make marketing smarter and more accountable.
• I’ve spent 14 years in global roles across B2G, B2B, B2C, and D2C, so I understand how context changes everything. What works for a regulated government client won’t work for a start-up, and what drives pipeline in a scale-up might stall in an enterprise.
• Mentees usually come to me for help with:
• Structuring marketing teams and operations
• Account-based and demand generation strategies
• Marketing automation and AI integration
• Product, content, and digital marketing
• Transitioning from tactical to strategic roles

Nov 2025 – Present · 4 mos · London Area, United Kingdom · Remote

• I advise leadership teams on how to structure and scale marketing for growth. My focus is on shaping the right strategy, identifying and hiring the right first Marketing lead, and creating the systems and measures that set marketing up for long-term impact.
• I work with both agencies and client-side organisations. Advisory capacity is limited alongside my full-time role, so feel free to DM me to arrange a call if you’d like to explore working together.

Sep 2024 – Dec 2025 · 1 yr 3 mos · London Area, United Kingdom · Remote

• Heading the whole marketing function with achievements including:
• Doubled pipeline from £20m to £40m in five months, then generated a further £20m through a growth engine spanning demand generation, ABM, events and organic reputation building.
• Achieved a marketing spend to pipeline ratio of 1:160.9, building and scaling campaigns on multiple channels across key markets globally.
• Led two full company rebrands and three product repositions, including complete website rebuilds, as the business iterated toward product-market fit.
• Designed and implemented AI-powered workflows across video creation, ABM insights, website copy, campaign execution, demo personalisation, product feedback loops and SDR/BD outreach on LinkedIn and email.
• After two org restructures that reduced the team to zero, rebuilt the entire marketing function as an individual contributor augmented by AI workflows and a GTM intelligence layer, supported by select freelancers.
• Conducted TAM research and segmentation analysis to identify key enterprise verticals, contributing to enterprise pilots launching before departure.
• Ran persona empathy mapping workshops across the business to close the gap between product teams and end users, directly informing positioning and messaging.
• Transitioned the GTM tech stack from HubSpot to Pipedrive. Launched a CTO-hosted podcast targeting core personas to generate customer insights and embed the brand in strategic communities.
• Shifted website demographics to a new enterprise ICP through targeted campaigns, content and organic social, setting up scalable processes for marketing budget allocation across events and campaigns.

Apr 2022 – Sep 2024 · 2 yrs 5 mos

• Created segmentation and demand capture strategies that enabled customers to run ABM-at-scale strategies that delivered multi-million pipeline figures within 3-6 months.
• Established demand function within an account-based marketing agency from scratch, training a lean team to deliver all client campaigns, reporting, and insights for strategy.
• Enabled clients to better utilise and enrich their existing marketing and sales tech stack to be able to scale their ABM programs.
• Stress-tested, scoped and validated 1:1, 1:Few, 1:Many account-based strategies.
• Run tech stack and media audits to ensure clients are utilising their resources to the best of their abilities.
• Came up with an ABM performance measurement model which translated marketing metrics into C-level data insights.

Nov 2021 – Apr 2022 · 5 mos

• Built ABM strategies for clients who were embarking on their account-based marketing journey; driving alignment between teams, building the foundations, utilising existing resources and showing quick traction within key accounts.

Jul 2020 – Jun 2022 · 1 yr 11 mos · London, England, United Kingdom · Remote

• I founded a fashion brand - a dream I always wanted to accomplish.
• Tried everything I always wanted to; designed travel-inspired collections (Brazil, Bali, Greece, Bavaria, Russia, Provence), run ads in Vogue, Tatler, PR agencies, influencer campaigns, ad campaigns on every platform you can imagine, tech eco-system with fulfillment warehouses and suppliers, 3 x websites, blogging with travel stories and cultural moments, interviews with fashion media, global operations with suppliers from London, Greece, Latvia, China.
• Scaled sales to 6 figures with 0 investment within a year.
• Failed at burning myself out as running the operations was quite difficult. And decided no matter how amazing it is, it's not worth my health.

Jul 2020 – Jul 2021 · 1 yr · London Area, United Kingdom · Remote

• Supporting EY Foundation's activities in Lewisham borough to promote business potential for teenagers in underpriviledged families. Ex. reviewing assignnemts in marketing, presenting how it's like to be a marketer, etc.

Nov 2018 – Jul 2020 · 1 yr 8 mos

• Leading integrated demand generation and brand awareness campaigns. This includes strategy, planning and execution of global and 'glocal' projects. Multi-media marketing campaigns (events, webinars, print, digital, paid, third-party, PR coordination, content writing, video) and leading the multimedia and events team.

Jun 2017 – Oct 2018 · 1 yr 4 mos

• Managing marketing campaigns. Leading events worldwide; planning, logistics, multi-touch event campaigns, marketing collateral, stakeholder management.

Sep 2015 – Jun 2017 · 1 yr 9 mos

• Delivering integrated multi-channel marketing campaigns. Organizing company's participation in international conferences and exhibitions, managing company-hosted events, managing events budget, managing relations with partners and vendors, briefing stakeholders, coordinating PR and media pitching campaign, preparing marketing collateral (print and digital advertising, event signage and booths).

Jan 2013 – Sep 2015 · 2 yrs 8 mos · London, United Kingdom

• Managing end-to-end marketing and communications strategy, plan and implementation of local demand generation marketing campaigns in Middle East, Asia-Pacific, South America, Africa and Europe. Delivering corporate communications, website copy, PR campaigns, media relations, pitching to local and global media, lead generation campaigns. Managing company social media channels. Communicating with stakeholders and managing the marketing department (a team of 3-4 people).

Sep 2012 – Jan 2013 · 4 mos · London, United Kingdom

• Handling relations with media partners and press for international events, writing marketing collateral and coordinating press event operations.

May 2011 – Oct 2011 · 5 mos

• Assisting the head of marketing and communications in every day activities such as; social media; press clippings; advertising; monitoring advertising; blogging; costumer relations; communication with press; communication with global HQ; organisation of fashion costumer engagement events (Fashion Night Out Athens, Fashion Night Out Thessaloniki, Open Day Oysho), press monitoring for eight different fashion brands (ZARA, ZARA Home, Stradivarius, Massimo Dutti, Oysho, Uterque, Pull and Bear, Bershka).