Sophia Regoukou

The world leader in beauty, at L’Oréal our ambition is to create the beauty that moves the world for billions of consumers around the world. We are creating beauty products that meet the infinite diversity of consumers’ beauty needs and desires through continued digital innovation. Our brands are leaders in beauty, and as Head of Social & Advocacy for L’Oréal Hellas, I am responsible for building and implementing the social & consumer advocacy and engagement strategy for 23 brands within the country’s portfolio.

As a senior executive in L’Oréal Hellas, I bring a diverse background that includes a previous career as a journalist with various Greek and international titles. With a solid foundation in journalism, I transitioned into the world of FMCG with a strong educational background, holding a Master's degree in Digital Communications & Social Media. My passion lies in authentic storytelling, a skill honed during my journalism years, which I now leverage to shape compelling narratives for our brands.

In addition to my professional pursuits, I'm an avid enthusiast of digital media and social platforms. In my free time, you'll often find me scrolling through Instagram and TikTok, seeking inspiration for interior design concepts and exploring dream travel destinations. These personal interests further fuel my dedication to crafting engaging and visually appealing content in the realm of beauty products and in general the representation of beauty via social media.

Leading a talented team of 12 professionals, we work collaboratively to harness the power of influencer marketing, create captivating content, optimize social media strategies, and ultimately bridge the gap between storytelling and brand advocacy in the ever-evolving digital landscape. In today's fast-paced digital era, the importance of adaptability, authenticity, and customer-centricity is more important than ever. These principles have guided our team's success, ensuring that we remain at the forefront of social media innovation within the FMCG sector.

Fireside Chat Title:
"Casting Light on Digital Shadows: The SoMe Intelligence Advantage"

Social media marketing is often flooded with vanity metrics -likes, views, and viral reach -that may look impressive but lack substance.
This fireside chat with Panayiotis Tsantilas and Sophia Regoukou challenges marketers to rethink their approach: are we measuring what truly matters?
By leveraging social media intelligence, brands can shift from trial-and-error tactics to strategic growth. Through deeper insights into genuine engagement, emotional resonance, and early risk detection, marketers can cut through the noise and deliver real impact. The future of marketing is clear, and it’s written in the data.