Ioanna Biniaikou

Supervised large-scale market research initiatives across 50 target markets, delivering 200 structured studies within a 4-month period. Conducted market research to understand trends and consumer preferences, designing research methods such as interviews and questionnaires. Provided strategic recommendations to clients to improve efficiency and reduce costs, and created comprehensive reports on consumer demographics and trends to support decision-making.

Led execution and optimization of multi-channel marketing plans and partner performance. Managed approximately €950K annual marketing investment across Paid Media (€150K), Outdoor (€400K), and TVC campaigns (€400K), optimizing channel allocation to maximize incremental demand and return on marketing spend. Coordinated with Sales and Strategy & Planning on campaign planning, budget allocation, partner activations, and forecasting processes. Built and maintained executive-level Looker dashboards consolidating partner, channel, and campaign performance. Structured sponsorship/partnership portfolio management (16 activations in 2025) and delivered nationwide brand visibility initiatives including 104 OOH placements and multiple co-branded merchandising collaborations. Supported CRM with segmentation inputs, campaign planning support, and post-campaign performance analysis; mentored junior marketing team members.

Handled end-to-end customer transactions for money transfers (Western Union), ensuring accuracy, compliance, and reliable handling of sensitive financial operations. Managed foreign exchange operations involving high-value transactions by coordinating with banks and clients to execute currency conversions accurately and securely.