Efthymia Andronikou

Efthymia Andronikou is a Digital Marketer at Interamerican, part of the Marketing & Communications team. She contributes to strengthening the brand’s presence across social media, focusing on connecting with audience needs and interests.

In her role, she designs and implements activations and brand-driven initiatives, ensuring consistent brand expression across platforms. She collaborates closely with Brand, Content & Campaigns Marketing, and Corporate Communications teams to deliver integrated experiences.

Efthymia has contributed to key projects such as the award-winning “Packmen Project” by Interamerican and the short film series “As They Lived It,” developed with filmmaker Aris Katsigiannis, focusing on real-life stories around natural disasters.

Session Title:
“From ‘Boring’ to Relevant: How Unexpected Brands Win on TikTok”

Efthymia will walk through Interamerican’s TikTok journey, using the “Packmen Project” as a starting point to showcase a more holistic approach to brand building on the platform.

She will share how the team moved beyond initial challenges, how their strategy evolved to achieve relevance, where they stand today, and what their next steps are, highlighting how even “unexpected” brands can build meaningful presence on TikTok.