Panos Apostolopoulos

Panos Apostolopoulos believes great brands are built with purpose, by deeply understanding consumers and consistently creating experiences that delight them. As Cheetos Europe Marketing Lead at PepsiCo, he drives growth strategies for one of the world's most iconic snack brands, with brand building and strategic partnerships at the heart of its expansion across the region.

Prior to this role, Panos led marketing strategies across 24 Eastern European markets, helping localize and scale global partnerships such as Lay's UEFA Champions League, while accelerating brands including Doritos and Cheetos through culturally relevant campaigns, creator collaborations, and strategic partnerships.

Over a 17-year career spanning PepsiCo and P&G across Athens and Geneva, he has contributed to the growth of leading brands including Old Spice, Olay, Gillette, Lay's, Doritos, Cheetos & Quaker. He holds an International MBA from Athens University of Economics and Business (AUEB), graduating top of his class.

Outside work, Panos is a lifelong sportsman, singer, and photographer. From co-founding P&G's Geneva 2 basketball team to staying active in volleyball, beach volleyball, football, and running, team spirit, curiosity, and a passion for storytelling continue to shape his journey.

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.