Pavlina Katiaj

Pavlina Katiai is a PhD Candidate at the Athens University of Economics and Business, where her research focuses on how “brand faces” influence trust, engagement, and sales on social media. She also serves as President of the E-Commerce Committee at the Athens Chamber of Tradesmen and is actively involved in the fields of digital marketing and e-commerce.

She is the coordinator of TikTok.Edu, the first comprehensive university program on TikTok in Greece, developed by the Athens University of Economics and Business, which has already trained hundreds of professionals and creators. Through her work, she bridges strategy with execution, helping brands and creators turn content into measurable business impact.

She has experience in projects that combine content, performance, and real-world activation, and specializes in building social-first strategies that don’t chase virality, but instead create long-term value and trust.

In her work and speaking engagements, she focuses on what is currently the biggest challenge for brands: how to move from “reach” to “relevance,” and from content to real business outcomes.

Panel Discussion Title:
"The Brand Perspective: Growth, Gaps and Reality"

A candid discussion with leading brand representatives on what actually drives growth on TikTok today: From metrics and strategies that matter to what brands and marketers still get wrong and need to rethink.

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TikTok Reinvented | May 21, 2026
This is where TikTok Marketing stops being a content playground and becomes a system for growth