AI agents & automation
Agents that write performance reports, standardise brand submissions in mixed formats, and track retailer and competitor promotions without anyone copying and pasting.
Open to new opportunities · London, UK
Marketing Engineer.
I turn manual work into systems.
I'm Dimitrios. For over six years I've worked in-house, at agencies and as a consultant. Today at Estée Lauder Companies I build AI agents, API pipelines and Power BI dashboards that brand teams use every week. Underneath that is hands-on paid media, GA4 and GTM experience and a habit of automating whatever slows a team down.
5+
AI agents and automation tools built and adopted by brand teams
£10M+
in media managed across paid media and search platforms
4,233
AI citations earned by two GEO sites I built
6+
years across in-house, agency and consultancy
What I do
Where media, data and engineering meet.
Most marketing teams lose hours every week to copying exports, chasing data and building the same report again. I build the tools that take that work off their plate.
Data pipelines & dashboards
From API to a dashboard people actually use: paid media data pulled into custom dashboards, Power BI suites for trading moments, and Looker Studio reporting built to run itself.
Performance media & measurement
Paid search, paid social and retail media with budgets up to €400K a month. GA4 and GTM set up properly, so the numbers you optimise against are numbers you can trust.
Experience
Six years of making marketing measurable.
Jul 2026 – Present
Current
Current
Data Insights Analyst
Estée Lauder Companies
- Deliver consumer analytics across Skincare and Haircare, analysing CRM, BHT, retailer and competitor data to inform retention, loyalty, category and go-to-market decisions.
- Built an AI-powered pipeline feeding Power BI for promotions, launches and key trading moments: an agent ingests brand submissions in mixed formats and standardises the data, removing manual consolidation.
- Built Copilot agents that turn retailer promotion emails into a central tracker and monitor ELC and competitor websites for promotional activity.
- Own recurring and ad-hoc Power BI reporting, evolving the dashboard suite to improve usability and reporting efficiency.
- Partner with brand, Finance, Media and Consumer Insights teams and global Enterprise Marketing and Analytics to build a unified view of the consumer.
- Built a Meta Ad Library exporter for competitor ad tracking, and trained the team to use each of these tools day to day.
Jul 2025 – Jul 2026
Media Analyst
Estée Lauder Companies
- Led the transition of Criteo retail media in-house across the ELC portfolio, owning the operating model end to end and managing purchase orders in excess of £2M.
- Owned retail media strategy, budget and performance across 4 brands, delivering +80% ROAS while scaling investment by +60%.
- Automated Criteo reporting end to end: a Python tool pulling the Criteo API into Plotly, plus an AI agent that drafts weekly and monthly reports. It became the brand teams' standard view of Criteo activity.
- Built a retailer campaign dashboard covering ELC-funded in-store and retailer-led activity, turning inconsistent retailer reporting into clear visual results; adopted across brands and presented at VP level.
- Drove cross-retailer investment decisions by consolidating campaign data into a single view, introducing diminishing returns and efficiency modelling to guide spend allocation.
- Central point of contact between brand teams, retailers and Criteo, translating performance into commercial recommendations for senior stakeholders.
2020 – Present
Alongside
Alongside
Digital Marketing Consultant
Eight8
- Manage paid search for multiple concurrent client accounts across Google Search Ads and Microsoft Advertising, around £80K a month in combined spend.
- Lead GA4 and Google Tag Manager implementation across client sites: container builds, event and conversion tracking and QA.
- Delivered a 20% ROAS improvement for a retained client over a three-year engagement through iterative testing and budget reallocation.
- Own day-to-day account delivery: ad copy writing and testing, search query reviews, keyword and negative keyword management, bid, audience and targeting adjustments.
- Own client relationships end to end: performance calls, strategic recommendations and weekly and monthly reporting, building tooling that makes delivery repeatable across accounts.
Jan 2025 – Apr 2025
Digital Media Manager
Reckitt / ICP
- Led digital media strategy across global brands, overseeing cross-channel execution and finding optimisation opportunities through dashboards and testing frameworks.
- Managed external agencies delivering paid search and paid social against objectives, KPIs and brand guidelines.
- Line-managed a Digital Media Executive, setting priorities and overseeing day-to-day delivery.
Apr 2023 – Oct 2024
PPC Specialist
Kaplan International Pathways
- Managed paid search and paid social in-house across £250K+ a month, owning build, copy, keywords, bidding and targeting.
- Owned tracking across GA4 and GTM and built automated Looker Studio reporting on CTR, CVR, ROAS, CPA and pacing.
- Insight reports and forecasting models improved year-on-year campaign efficiency by over 20%.
Nov 2021 – Jan 2023
PPC Account Analyst
KINESSO UK&I
- Ran Google Ads and Microsoft Advertising across multiple client accounts with monthly budgets of up to €400K.
- Built cross-channel optimisation plans and A/B tested ad creative, delivering consistent ROAS gains across markets.
Selected projects
Things I've built on my own time.
AI search visibility · GEO
Sites built to be cited by AI models
A portfolio of calculator-first and benchmark-data sites in Greek and English, designed so that AI assistants cite them as sources.
logariase.gr · 180 days
2,458
AI citations · 38% share, 99% non-branded
vpnspeeddata.com
1,775
AI citations · 24% share, leads several queries
Tooling · Claude API
GTM Container Generator
An AI tool that turns a client brief into a client-ready Google Tag Manager container with tags, triggers, variables and GA4 conversion tracking. A manual, error-prone setup became a repeatable system used across Eight8 implementations.
Toolkit
The stack I work in.
Build & automate
Data & reporting
Media platforms
Measurement & search
Education · 2009 – 2015
MEng, Production Engineering & Management
Technical University of Crete
Beyond work
Travelling & hiking
Greek by birth, London-based. Happiest somewhere with a trail and a view.
Get in touch
Let's build something that runs itself.
I'm looking for my next role in marketing engineering, marketing analytics or performance media. If you're hiring, I'd love to hear from you.