Georgia Protopapa, Analytics Director, PHD

Georgia is Analytics Director at PHD, and currently consults a varied portfolio of clients on their marketing effectiveness and measurement frameworks including Smart Energy GB, Warner Bros, heycar and Experian. She is leading a team of analysts, and she is hands on in the delivering of analytics, forecasting and scenario planning solutions. Georgia is also a senior figure within the Discovery team, the centre of excellent for Data, Tech, Analytics and Insight at PHD. Over the last two and half years since she joined PHD, she has contributed to pitches, grew the existing accounts and established strong relationships with senior clients.

Prior to PHD, Georgia was Head of Effectiveness at Maxus (now merged with MEC into Wavemaker) having been promoted from her previous role as senior consultant. Georgia helped to reshape and lead the analytics for BT Group, which led to an IPA Effectiveness Award for PlusNet.

Before Maxus, she worked for several years for MediaCom and BrandScience, where she gained experience on some of the most renowned brands – TUI, GSK, SEAT, Sainsbury’s, AXA, Associated British Foods, Co-operative Bank to name a few.

Originally from Greece, Georgia studied economics at University of Cyprus and has an MBA from the Cyprus International Institute of Management. She came to the UK in 2009 to study advanced micro-econometrics and since then she has applied her analytics skills to marketing effectiveness with a focus on quantifying the long-term effects of advertising on business KPIs and brand health.

In her free time, Georgia likes to unwind doing yoga and spending time with her family, while cooking together and taking long walks at Thames river path.