Antonia Fatsea, Business Development Manager at VALUE and Global Head of Marketing & Communications of YC
Career Journey
WIDD Network: What key experiences have shaped your career?
Antonia: I was born and raised on the small island of Kythira, just above Crete in Greece. I studied Applied Mathematics at the National and Kapodistrian University of Athens (EKPA), where I developed my analytical thinking and matured through the program’s demands.
After graduation, I began my career at VALUE as a Business Development Manager. There, I discovered the magic of Marketing and learned about 360 strategies, including UI/UX, SEO, performance marketing, and the creative aspects. For the past four years, I have been responsible for the company’s strategy, processes, and executive team, serving as the key person next to the founders.
Simultaneously, I discovered Project Management and joined Young Crew Greece, where I enhanced my multitasking and problem-solving skills. Since 2022, I have been the President of Young Crew Greece and was recently selected by the Global Young Crew as Head of Marketing & Communications.
Finally, this year I started my Master’s degree at Rome Business School in Digital Marketing & Business Transformation. The practical knowledge I gained at VALUE perfectly complements my current studies, creating a comprehensive understanding of the digital field.
Proud Projects
WIDD Network: What personal or professional initiatives or projects, either at VALUE or in your role with Young Crew, are you most proud of?
Antonia: I am incredibly proud of several projects both at VALUE and with Young Crew. At VALUE, I have managed key clients such as Phaedrus Living, Swiss Luxury Clinic, GAP, and Chiesi, significantly increasing their ROAS and revenue. Beyond advertising, I have also contributed to the UI/UX design of their websites, including the Gyms Holmes Place, with a particular focus on mobile optimization.
In my role with Young Crew, I have been dedicated to growing and developing interest in Project Management among young people in Greece. A highlight was being recognized as the Best Local Organizer at the Global e-Collaboration Competition. Additionally, for the first time, Greece sent a team to the International Project Management Competition, marking a significant achievement for our local community.
Challenges in Digital Marketing
WIDD Network: What do you consider to be the biggest challenges currently facing the field of digital marketing, and how do you think professionals can effectively address them?
Antonia: I believe the biggest challenges in digital marketing today are customer satisfaction and the rapid evolution of AI.
Customer Satisfaction: One of the primary challenges is managing client expectations. Clients often expect immediate results from digital marketing efforts, but it’s important to communicate that achieving significant outcomes requires time, a well-thought-out strategy, and appropriate budgeting. Educating clients on the importance of setting realistic and prioritized goals is crucial. In digital marketing, just like in any other field, it’s challenging to target and develop all objectives of a brand simultaneously. Professionals need to guide clients through the process of identifying their most critical goals and focusing on those first to ensure a structured and effective approach.
Evolution of AI: The rapid advancement of AI presents both opportunities and challenges. Businesses must stay ahead by adopting and integrating new technologies. However, the unpredictable nature of technological evolution means that even the best-laid plans can be disrupted by new developments. This unpredictability can be both exciting and challenging. AI can significantly enhance marketing efforts through improved data analysis, personalized customer experiences, and automation of routine tasks. However, it also requires continuous learning and adaptation from professionals to effectively leverage these technologies.
Addressing These Challenges: To effectively address these challenges, digital marketing professionals should focus on the following strategies:
Clear Communication: Maintain transparent and ongoing communication with clients to manage expectations and educate them about the digital marketing process. This includes explaining the timeframes required for different strategies to yield results and the importance of a well-structured approach.
Setting Realistic Goals: Help clients set realistic and prioritized goals. This involves understanding their business objectives and aligning marketing strategies to achieve these goals in a phased manner.
Continuous Learning: Stay updated with the latest trends and advancements in AI and digital marketing. This will enable professionals to adapt quickly to new technologies and incorporate them into their strategies effectively.
Flexibility and Adaptability: Be prepared to pivot strategies as new technologies and trends emerge. Flexibility is key to staying relevant and competitive in the fast-paced digital marketing landscape.
Client Education: Invest time in educating clients about the benefits and limitations of digital marketing and AI. This will help build trust and foster a collaborative relationship.
By focusing on these areas, digital marketing professionals can navigate the challenges of customer satisfaction and AI evolution, ultimately driving successful outcomes for their clients.
Balancing Studies and Leadership
WIDD Network: How do you manage the balance between your studies and work? What strategies have been most helpful for you?
Antonia: I don’t really see it as a matter of balancing. When you do things you love, you find the time, enjoy the process, and keep moving forward. For me, my studies are a way to showcase the knowledge I’ve gained in practice and to learn even more to apply to our clients. In general, I would say these two aspects are interconnected.
Of course, working, pursuing a master’s degree, and engaging in various external activities like developing Young Crew can be challenging and require a lot of focus, but I would say it’s manageable. My strategy is to have fun with it and leverage project management skills. Honestly, my involvement in project management has helped me coordinate all the things I enjoy!
Advice for Aspiring Digital Marketers
WIDD Network: What advice would you give to young professionals looking to enter the digital marketing and business transformation fields? Are there any key resources or experiences you would recommend?
Antonia: My advice for young professionals looking to enter the digital marketing and business transformation fields is to dive in with enthusiasm and be ready to explore a new world. Digital marketing offers the opportunity to learn and experience a wide range of sectors, including e-commerce, B2B, B2G, and awareness campaigns.
Don’t be afraid to take on tasks that you might not be familiar with. Not only will you learn new skills, but you’ll also be able to apply what you’ve learned to other areas. Embrace the challenges and use them as stepping stones to grow your expertise.
Key resources I would recommend include:
Online Courses and Certifications: Platforms like Coursera, Udemy, and LinkedIn Learning offer courses on various aspects of digital marketing and business transformation. Certifications from Google Analytics, HubSpot, and Facebook Blueprint can also be valuable.
Industry Blogs and News: Stay updated with the latest trends and insights by following industry blogs such as Moz, Neil Patel, and HubSpot. Websites like Marketing Land and Adweek are also great for keeping up with news and developments.
Networking and Mentorship: Join professional networks and attend industry events to connect with experienced professionals. Platforms like LinkedIn and local marketing meetups can provide valuable opportunities for networking and mentorship.
Hands-On Experience: Practical experience is crucial. Take on internships, freelance projects, or volunteer work to apply your knowledge in real-world scenarios. This will help you build a strong portfolio and gain confidence in your skills.
Remember, the field of digital marketing is dynamic and ever-evolving. Stay curious, keep learning, and don’t hesitate to step out of your comfort zone. The more you explore, the more you’ll discover and grow in this exciting field.
Inspiration
WIDD Network: Who inspires you the most and why?
Antonia: The two founders of VALUE inspire me the most. They are young individuals who, without any external support, started the company during a period of economic crisis at the age of 25. Despite the challenges, they managed to grow VALUE into one of the leading companies in Greece in its field. They recognized my potential and helped me reach where I am today. From the very beginning, they entrusted me with significant responsibilities, for which I am incredibly grateful. They gave me the opportunity to dream and align my inherent character traits with my work, and that is something I will never forget.
Favourite Quote
WIDD Network: What’s your favourite quote, and why does it resonate with you?
Antonia: “The only way to do great work is to love what you do.” - Steve Jobs
This quote resonates with me because it perfectly encapsulates my approach to both my professional and personal life. I believe that passion is the key to success and fulfillment. When you love what you do, it doesn’t feel like work; it becomes a source of joy and motivation. This mindset has driven me to continuously learn, grow, and embrace new challenges, whether it’s in my role at VALUE, my studies, or my involvement with Young Crew. Loving what I do has allowed me to align my personal interests with my professional goals, making every step of my journey both rewarding and exciting.
Diversity, Equity, and Inclusion
WIDD Network: What’s your take on diversity, equity, and inclusion?
Antonia: Although I grew up on a small island, I consider myself to be quite open-minded and have had the opportunity to meet a diverse range of people. This openness is also reflected in the company I work for, which actively promotes diversity, equity, and inclusion.
To me, it doesn’t matter who you are or what you do. It’s important to ensure that those around you feel happy and comfortable, regardless of their preferences. Creating an inclusive environment where everyone feels valued and respected is essential for fostering a positive and productive community.
WIDD Network: What made you decide to join WIDD Network?
I decided to join the WIDD Network because I see myself as an evolving professional who is eager to connect with individuals beyond Greece who share similar interests. Engaging with a diverse group of professionals allows me to exchange ideas, gain new perspectives, and grow together with like-minded individuals.
Moreover, I believe that opportunities often arise from unexpected places. By joining the WIDD Network, I am opening myself up to new possibilities and potential collaborations that could significantly impact my career. It’s important to seize opportunities when they present themselves, and being part of this network is a step towards expanding my horizons and continuously developing my skills.
