Theodoros Koulos Email & Phone Number

Amsterdam, North Holland, Netherlands

Amsterdam, North Holland, Netherlands

Global Portfolio Marketing Lead of the Philips Oral Health Care Category. Global Marketing end-responsible for 1.2 billion euro business with lead markets in North America, West EU and China. Developed and led the B2B and B2C marketing strategy for oral care including communication, category positioning while working together with Business to strengthen the innovation and product & services portfolio.- Led the development of the new Global Brand positioning and communication platform for Philips Sonicare - Developed Audience-led Marketing Strategies for each lead market that were fully synced with the global business objectives and the target audience needs- Collaborated with Business to reframe Sonicare vision and key growth drivers, identify the key consumer needs and optimize the portfolio accordingly, to ensure a clear build-up across the ranges in the markets - Led the Sustainability Workstream across Philips Personal Health, developing a communication strategy and roadmap to drive awareness of Philips Sustainability initiatives- Responsible for Global A&P budget

Amsterdam Area, Netherlands

Transformed market research and consumer data into strategic creative insights and communications strategies, to support the innovation roadmap and business ambitions. Managed a budget of 3M€ p/yr. - Led the implementation of the 3-5 years brand communication strategy and positioning platform for Male Grooming- Produced more than 10x state -of-the-art, 360° campaigns, from brief to creative concept and content development, lifting the brand preference score of Philips MG by 1.6points - Established best-in-class global go-to-market strategies and media plans, consumer decision journeys and tailored digital ecosystems for the key markets (NAM, GCH, WEU, CEE)- Re-defined the Philips omni-channel travel retail strategy revamping the guidelines and vision while expanding to new geographical regions, boosting the Philips total sales by more than one third by end of 2019- Created a global promotional calendar for OneBlade, identifying key commercial moments and promotional activation, enhancing sales by >14% within the first 6 months

Amsterdam Area, Netherlands

Translated the brand strategy and personal care positioning into shopper marketing strategies and executions, creating inspiring shopper experiences & promotional activities with engaging storytelling, to win at the moment of purchase. - Led the creation incl. strategy definition, rollout plan & project management, of the product advisor tool and Chatbot messenger, implementing them in 32 markets increasing the conversion rate by 32% for in-store and 8.5% for online- Developed the Global retail guidelines for Philips Male Grooming for different channels such as ERT, Hyper and H&B incl. segmentation and planogramming- Established a Global category management concept and teamed up with the local DACH and BLX TSM teams on how to bring this successfully to life in 250+ ERT stores, driving double digit growth- Created more than 20 state of the BTL toolkits for the upcoming Personal care product launches ensuring the assets were activated across the globe in a consistent way- Led various researches (e.g. shopper behavior research, Amazon research, segmentation study) optimizing the customer journey and the content provided across all touchpoints

Athens, Greece

Served as the main point of contact between the customers and the internal teams, delivering flawless client service always taking into account their respective needs and business objectives - Researched and pursued opportunities for client growth- Resolved proactively any issues that may have occurred otherwise- Prepared regular reports of progress and forecasts both internally as well as externally

Athens, Attiki, Greece

Master Of Science (Msc), International Business: Strategic Marketing

Activities and Societies: Member of the Scope I 3MA study association for students of the School of Business and Economics (SBE).

Bachelor'S Degree, Business/Managerial Economics

Activities and Societies: Member of the T.O.P.A. student association 48 compulsory and elective courses including: Micro.