THE PEAK AWARDS SHOWCASE

Manos Venieris

Performance Marketing Director, Lighthouse S.A.

I'm not a data-driven performance marketer; I'm a marketer aiming to enhance businesses’ performance creatively, with data validation. My career's journey has always focused on generating fresh ideas to solve complex problems, pushing boundaries, and delivering growth through innovation. My innate creativity, rooted in my affinity for haikus and half marathons, helps me approach marketing not as a cold numbers game, but as a creative process with endurance.

My academic foundation at Athens University of Economics and Business has given me a deep understanding of business factors. This has been crucial in my roles at renowned agencies, where I led digital performance teams to craft innovative solutions in the dynamic advertising landscape. Through my commitment to ethical advertising and insatiable curiosity for new technologies, I continue to innovate, collaborate, and inspire growth at Lighthouse SA in performance marketing.

Presentations Title:

THE PEAK AWARDS SHOWCASE

Lighthouse S.A. | Philippos Nakas: Decoding the Black Box - Strategic Decision Making in Digital Advertising

An inspiring case study on how Philippos Nakas achieved remarkable results in the Greek e-retailer scene of 2024 through a strategic collaboration with their agency to extract valuable insights from digital ad platforms. Performance marketing increasingly relies on opaque machine learning algorithms, often referred to as black box marketing, where platforms require budget, a general objective, and assets to deliver results. This opacity makes it challenging for both advertising agencies and business owners to make informed decisions about their communication and growth strategies, leading to a flattening of strategic approaches and a lack of innovation.

The solution to this complex situation, in a market where Philippos Nakas already holds a leading position, was to creatively analyse and interpret data from the client's CRM and digital ad platforms. By doing so, we were able to develop tailored growth tactics that broke through performance plateaus and delivered a 47% revenue growth.