Sophia Regoukou

As Head of Social & Advocacy at L’Oréal Hellas, I lead social media, creator strategy, and consumer advocacy across 21 iconic brands in Greece. At the heart of what I do is a simple belief: the most impactful brand connections aren’t broadcasted, they are felt, shared, and rooted in culture.

My path into beauty and FMCG began in journalism, writing for prominent Greek and international media. That background shaped how I look at digital today: with a natural instinct for good stories, an innate love for authentic voices, and a deep respect for what truly moves an audience. Backed by a Master’s in Digital Communications & Social Media, I’ve spent the last several years transforming how our brands show up online, shifting from transactional exposure to genuine brand love.

Together with my incredible team of 12, we drive full-funnel creator partnerships, culture-first content, and modern advocacy frameworks that blend editorial creativity with digital precision. We champion a "better, not more" mindset, prioritizing meaningful community, creative relevance, and tangible business impact.

Panel Discussion Title:
"From Campaigns to Creator Programmes: What Brands Have to Change"

As creator marketing moves beyond one-off activations and becomes a more established part of the marketing mix, brands need to rethink how they organise, manage and invest in it.

This panel brings together senior brand leaders to discuss what has to change inside the organisation to build more mature creator programmes and ecosystems: who owns creator marketing internally, how creators are selected and relationships are developed over time, which capabilities should sit in-house, and what brands increasingly expect from agencies and specialist partners.

Moderated by Myrto Kazi, the discussion will focus on the practical choices and organisational shifts required to move from campaign-by-campaign execution to a more consistent, strategic approach to creator marketing.