Electra
Klidaki
I start with understanding.
I build toward structure.
It's easy to jump to the output — a positioning statement, a GTM framework, a content system. But skipping that work has a cost. If you don't understand where the thinking breaks down, what the structure needs to hold, and who needs to be moved and how, the output won't survive contact with the market. The work starts with questions that feel diagnostic and ends with something the whole team can carry into a room and use.
The Index
Contents · selected workAbout me
I work with companies whose markets resist simple explanation, where the product needs to make sense to a buyer, a regulator, an investor, and an end-user, and those are never the same conversation.
Twelve years across European institutional markets and US healthtech: two contexts that ask very different things of a brand. At DeLeMa McCann Cyprus, Cyprus's largest communications group and a McCann Worldgroup member, I built the agency's strategy department from the ground up, starting from a single planning role and growing it into a full practice, covering Coca-Cola, BMW, Bank of Cyprus, Carlsberg, and Europa Donna, leading new business pitches that won Coffee Island and Nicosia Mall, and running qualitative research for three McCann Truth Central global studies. At Hello Helio, I worked as Senior Strategist across a portfolio of US healthtech and medtech clients, turning clinically complex, institutionally sold products into brands that buyers, investors, and health systems actually understand.
The work spans positioning and messaging architecture, brand and verbal identity, competitive research, content systems and thought leadership, go-to-market narrative, and building the strategic infrastructure that lets it all hold.
“Electra's contribution was critical to fuse the branding of these two brands and has helped the team understand the path that we should take. Highly recommendable for her expert knowledge, capacity to absorb knowledge on any industry, and her ease with AI tools and problem solving skills.”
“Electra is one of the smartest, most thorough, and hardest-working professionals I've encountered in the industry. She is always top-of-mind when people ask me for recommendations in anything related to comms, strategy, brand, design, marketing. She could easily be a huge asset to several types of teams.”
Made with Human Intelligence and AI.