INSEAD
International education & brand
About & experience
Curiosity opened the doors.
Growth connected the rooms.
I am a British-French Fractional Growth Leader based in Greece. For more than 15 years, I have moved between countries, industries and sides of the table — leader, founder, adviser, investor and operator.
Recommendations
Trusted to lead.
Practical enough to build.
Adapted from recommendations by people who worked alongside me in senior roles.
“Lyam is a partner before anything else: a leader who gets the right things done with generosity, calm and efficiency.”
“He built the digital foundation we needed — from SEO and paid acquisition to a website designed to generate leads.”
“A rare mix of multi-channel digital knowledge, analytics and innovative thinking across complex international work.”
“Without a doubt the best digital marketer I know. Always learning, he knows the best sources worldwide to stay at the cutting edge — whether in SEO, inbound marketing or marketing automation. I regularly ask him for advice or introductions to his outstanding network of specialist partners.”
I am interested in the whole system behind growth — not only the part called marketing.
My work has moved from international communications and senior marketing leadership to consulting for beauty and service brands, technology, advertising, data, investment, multi-location businesses and hospitality. That range is not a collection of unrelated experiences. It is how I learned to see the same problem from different angles.
I understand the board-level question, the acquisition channel, the product decision and the customer standing in front of the counter. I enjoy connecting those perspectives, making the problem clearer and turning a direction into something teams can actually use.
The latest technology matters to me when it improves real work. Creativity matters when it helps people understand and care. Strategy matters when it changes a decision. And growth matters when the business becomes stronger, not merely busier.
Explore how I workSelected experience
Across categories.
Across sides of the table.
Welcome Pickups
Travel technology & growth leadership
Exasol
Data analytics technology
Project Agora
Advertising technology
L’Oréal
Beauty consulting support
Guinot
Beauty institutes & skincare
Llongueras
Hair and salon brand
Cookie Control
Privacy SaaS
Valessio
Multi-location beauty
Hauméa
Wellness & franchise growth
Villa Kotseli
Property & hospitality
L&AS Ventures
Advisory, agency, ventures & investment
The path
Experience that
compounds.
Each chapter added a different view of the same question: what has to align for this to grow?
- 01
The foundation
Brand, communications and global perspective
INSEAD · international institutions & agenciesI began by learning how ideas travel — across markets, audiences and cultures. At INSEAD, I managed communications work spanning digital platforms, events and campaigns, and learned the coordination needed to make a global brand feel coherent.
International brand thinkingIntegrated communicationsDigital transformationStakeholder leadership - 02
The consulting lens
Learning premium service brands from the inside
L’Oréal · Guinot · Llongueras · spa businessesFor L’Oréal, I supported growth and digital transformation work. With Guinot, the focus included strengthening its presence across Paris districts; with Llongueras, supporting market penetration in Greece. Work with salons, institutes and spas taught me how closely brand, local demand and the physical customer experience depend on one another.
Beauty & wellnessService-brand marketingSalon and spa experienceConsulting - 03
The leadership years
Turning marketing into a growth function
Welcome Pickups · Exasol · Project Agora · technology businessesAs Head of Marketing at Welcome Pickups, I led the team across B2B and B2C growth in global travel technology. At Exasol, I helped establish the digital foundation across SEO, paid acquisition and web lead generation. As Marketing Director at Project Agora, I worked inside the advertising and publisher-performance ecosystem.
Growth leadershipB2B & B2C acquisitionData & advertising technologyGlobal expansion - 04
Building & backing
Seeing growth from the founder’s side
BigDreams · L&AS Ventures · ActionableBuilding BigDreams gave me the founder’s view of agency work; that platform later evolved into the broader L&AS Ventures model. Advising other teams — and investing in Actionable — added another perspective: how founders allocate attention, find a market and turn technology into commercial value.
EntrepreneurshipInvestment judgmentProduct-market thinkingAdvisory - 05
The operator’s view
Where strategy meets the daily reality
Valessio · Hauméa Baby Spa · Villa KotseliToday I work inside businesses where growth is immediately tangible: appointments, locations, teams, reviews, guest experience and physical spaces. At Valessio I am a partner and salon owner, leading the brand, marketing and systems behind a growing network. With Hauméa, I lead growth and marketing across a five-location concept and its franchise model. At Villa Kotseli, I am owner, operator, host and renovator.
Multi-location growthFranchise systemsHospitality operationsCustomer experience - 06
The current edge
Combining mature products with new technology
Cookie Control · AI-enabled ways of workingAt Cookie Control, an established product without a dedicated growth function, I am building the marketing funnel, lead engine and growth model with the product and wider team. At the same time, I use AI and rapid prototyping to help small teams research, decide, create and learn faster — always as a practical layer, never as theatre.
SaaS product marketingAI workflowsRapid prototypingCommercial clarity
Principles
How I
make decisions.
- 01
Start with the business question.
Channels and tools come later. First understand what must change and why it matters.
- 02
Get close to the real work.
The customer, the team and the operational constraint reveal what the presentation cannot.
- 03
Connect before you optimise.
Product, brand, acquisition and operations have to reinforce one another before any one piece can scale.
- 04
Use technology to expand judgment.
Data and AI should shorten the distance between evidence, a better decision and useful action.
Now / 2026
Still learning by
building the real thing.
Leading growth across Cookie Control, Valessio and Hauméa; continuing the transformation of Villa Kotseli; supporting ventures through L&AS Ventures; and exploring how AI, data and better digital systems can give ambitious teams a much stronger operating model.
See the work