What’s it like to be part of Useberry‘s marketing team? Spoiler alert: it’s a mix of strategy sessions, data analysis sessions, brainstorming marathons, and plenty of laughs along the way. From Nikol’s adventurous spirit and knack for crafting global campaigns to Vassilis’s magic with data and Chrisa’s talent for building genuine connections, our marketing team is as dynamic as they come. We even have Yigit, our storytelling whiz, who’s as skilled with a black belt in Brazilian jiu-jitsu as he is with crafting killer content.. he claims.

In this edition of Life at Useberry, we go behind the scenes to explore what drives our marketing pros, their career insights, and even a few surprising hobbies. Ready to dive into the world of Useberry marketing? Let’s meet the team that’s spreading our story to the world, one campaign at a time.

Nikol Fotaki, Head of Marketing

With a background as diverse as her marketing skills, Nikol brings a mix of tech, fashion, and luxury industry experience to the table. Hailing from Melbourne, Australia, and now living back in her ancestral home in Greece, she is experienced in crafting global marketing plans that speak to the right audiences. What really makes Nikol tick is her passion for adventure! Whether it’s working on a killer campaign or hiking in nature, she is all about exploration and discovery. By the way, she used to be a trampoline athlete, so she definitely knows how to bounce back with creative solutions.

As an early member of Useberry, you must have had significant role in building its marketing foundation. How did you approach building the marketing team and vision from the ground up?

When I joined Useberry in 2021, I was one of the first on the team, and it felt a bit like stepping into a blank canvas with all the colors to choose from! Building a marketing foundation from scratch in such a technical and UX-focused space was no small feat, but it was exactly the kind of challenge I love. I dove headfirst into UX – reading, discussing, experimenting – and found myself genuinely inspired by the people in this field who are all about making things more useful and intuitive.

The best part about joining a startup like Useberry was the creative freedom. As I started to build the marketing team, I looked for people who didn’t just have the right skills, but who also had that spark; the excitement of being part of something new, and the eagerness to roll up their sleeves and make things happen. We weren’t held back by rigid structures, so we could be agile, try new ideas, see what resonated, and build from there.

Fast-forward to today, and I’m incredibly proud of the team we’ve built. We’re now six strong in marketing, each bringing unique strengths, a love for storytelling, and a shared belief in our product’s power. The best campaigns are the ones that resonate on a human level, and we work together to make sure we’re always connecting with our audience, not just talking at them.

Watching Useberry grow from a small, ambitious startup into what it is now has been a joy, and it’s rewarding to see the impact we’re making; helping product teams gain deep insights into their users. This journey is still evolving, and that’s what makes it exciting!

What’s the one quality you look for in a team member that makes you think, “Yes, they’re one of us”?

The one quality I always look for is a genuine curiosity. When someone is naturally curious, they don’t just stick to what’s expected; they dig deeper, ask questions, and explore new ideas. In a fast-paced environment like ours, this curiosity leads to innovation and keeps us adaptable. When I meet someone who has that spark and isn’t afraid to experiment, I know they’ll thrive here and bring something special to the team.

I know you asked for one quality, but I can’t leave out a collaborative spirit. At Useberry, our best ideas come from bouncing thoughts off each other and building together, so I want people who love working as a team and value others’ perspectives.

What advice would you give to young marketers who want to step into a leadership role?

I’d say to stay endlessly curious and keep learning; about your audience, your industry, and even areas outside of marketing. The best leaders are those who understand the bigger picture and can see how marketing fits into the broader goals of the company.

Another key is to embrace communication. Marketing touches every part of a business, so building strong relationships across departments is essential. Learn how to collaborate and work closely with teams like product, sales, and design. This not only broadens your perspective but also helps you shape strategies that genuinely resonate across the board.

Finally, lead with empathy. Good leadership isn’t just about driving results; it’s about understanding and supporting your team. Listen to their ideas, be open to new approaches, and make sure they feel valued. A great leader inspires others by example and builds a culture of trust and creativity.

Working in tech as a female lead can come with unique challenges. How have you navigated this journey?

Honestly, my experience as a female lead at Useberry has been incredibly positive. Even though I was one of the few women on the team initially, I was met with nothing but support and respect from my male colleagues. They were not only welcoming but also helped me navigate the technical aspects of our product, which was invaluable when I was just getting started.

From day one, we’ve had a collaborative, inclusive culture that values everyone’s ideas. It’s been a priority for us to build on this foundation of inclusivity as we’ve grown, ensuring that every team member feels valued and heard. I’m proud to say that our team today is balanced and diverse, and I believe that this supportive environment has made our work even stronger.

What’s your favorite part about creating marketing strategies at Useberry?

One of my favorite parts is shaping the way people experience our brand. Marketing here isn’t just about promoting a product; it’s about building a connection with our audience that feels genuine and valuable. I love finding the perfect way to tell our story so that it resonates deeply, crafting messages that not only capture attention but also make people feel understood.

There’s something incredibly fulfilling about translating our passion for UX and research into campaigns that are helpful and inspiring. Knowing that our work supports product teams in understanding their users better is a huge motivator. And because we have such a collaborative team, every strategy is enriched by different perspectives, bringing more creativity and insight to what we deliver.

If you could wave a magic wand and change one thing in the tech marketing world, what would it be?

I’d make transparency the norm across the industry. Tech marketing sometimes leans into complex jargon or flashy promises that don’t always match the reality of the product. Imagine if every piece of communication, from ads to product descriptions, was straightforward, clear, and entirely honest about what the product can and can’t do.

This shift would not only build more trust with audiences but also empower users to make decisions with confidence. With transparency at the forefront, tech marketing would focus on genuine connections and long-term relationships, making it a win-win for both users and brands.

How do you foster open communication and collaboration within the marketing team to ensure everyone feels heard and valued?

We keep things casual and authentic. There’s no over-structuring, just open conversations where everyone feels comfortable jumping in. It’s about creating a space where ideas flow naturally and people know their input genuinely matters.

What’s an inside joke or funny tradition that’s developed within your team?

One of our funniest traditions started with a photo of our Head of Design, George, sitting on a desk with a sticky note that said “push.” His expression perfectly captured the mix of exhaustion and determination that comes with big launches. Since then, it’s become a meme in our Slack channels; whenever we’re in a crunch, George’s photo pops up, and it always gets a laugh. It’s a reminder not to take ourselves too seriously, even in busy times.

Vassilis Mylonas, Performance Marketer

Vassilis is our numbers guy but don’t let that fool you into thinking he’s all about spreadsheets (though he’s great at those). With a knack for understanding user behavior and a background in behavioral economics, Vassilis has a unique talent for turning data into marketing gold. Born and raised in Piraeus, Greece, with a brief break in the Netherlands, he blends data with creativity to drive performance. When he’s not optimizing campaigns, you can catch him looking for the ideal remote working cafe or cooking up some epic pasta dishes at home (is what he wants me to say but he is probably posting on his LinkedIn account).

As our go-to for performance marketing, how do you approach crafting a digital campaign strategy?

Crafting a digital campaign strategy, for me, is about starting with an analysis into the brand’s core goals and unique audience needs. I believe in building a strong foundation, so my first steps involve research, competitive analysis, and defining clear, measurable objectives. From there, I blend this insight with data-driven targeting and creative elements that align with brand voice and market trends. My aim is always to create a campaign that isn’t just about impressions but truly resonates and engages. The result should be a holistic strategy that optimizes every touchpoint in the customer journey.

What role does behavioral economics play in how you analyze campaign data and user behavior?

Behavioral economics has been pivotal in my career as I believe it gives me the ability to approach differently my marketing strategies. Understanding that people don’t always act rationally, and that biases and heuristics drive many online actions, allows me to look beyond just surface metrics, and get more out of qualitative metrics, a big thanks to Dan Arielly that among others have been a great inspiration to me. Back to the strategies, I analyze patterns with an eye toward what might be triggering certain actions or conversions. This knowledge helps me anticipate behaviors and fine-tune campaigns to align with natural human tendencies, like biases, making each touchpoint more effective in guiding users through even an elaborate customer journey.

You’re well-known for your LinkedIn presence! How do you see social platforms shaping the future of marketing?

Hahaha I love that this will make it to our blog, but I am among the original 50 worldwide LinkedIn Certified Marketing Experts, and this gives me a push to deliver more value through that channel towards my followers. (So do not hesitate and follow me). Social platforms are becoming ecosystems where brands and users build relationships beyond mere transactions. With LinkedIn, for example, I see a shift toward more authentic and value-driven content that establishes trust and credibility, and the rise of thought leaders in each industry. The future of marketing on these platforms is about creating communities and fostering genuine engagement. Social media will increasingly be a space for brands to show their human side, connect with diverse audiences, and build loyal communities that advocate for them. This evolution is fascinating because it moves the focus from “selling” to “relating.”

You must have tried tons of ad platforms, any favorites that have surprised you with results?

Absolutely I love testing Platforms. People that know me will know that I tend to research platforms and tools all the time and I even reach out and test with their teams, the functionalities they offer so to check how they may fit in the teams as well as my day-to-day operations!

If I had to choose Google and LinkedIn consistently deliver standout results. Google Ads, with its unmatched intent-based targeting, excels in capturing high-quality leads right when users are searching for the solutions we offer. LinkedIn, on the other hand, is a powerhouse for professional settings, especially for B2B. The precision of its targeting options and the audience’s professional mindset mean that well-crafted LinkedIn campaigns often lead to deeper engagement and higher conversion rates. Both platforms can effectively drive high-impact results, at scale, especially when the campaigns are strategically tailored, and you know your audience.

How do you keep the balance between crunching numbers and keeping things creative?

As I love to share with my students the number one thing you need to protect is your creativity. For me the way to do that is by finding a rhythm between the two, and even in days that are full of one or the other try to fit in your ideas how would the other appear or fit in this discussion. I love them both as data is what grounds my decisions and ensures I’m optimizing for performance, but creativity is what brings the campaign to life, and the consistent results months in and months out. I make time to brainstorm and take inspiration from outside sources, whether it’s design, art, or even trends in tech. Then, I use data as my guide to refine ideas and measure impact. For example by viewing analytics, and dashboards I can turn it into a tool that enhances my creativity and gives me inspiration rather than limiting it, this helps me think of strategies that are both engaging and effective.

You’re known for working from cool cafes. What’s your ideal workspace vibe?

Well I have to admit that it depends on the time of the year. My two conditions for me to work from a cafe is to serve a good coffee and have a great wifi connection. Now from that point on, I have to admit that my guilty pleasure is working from a cafe with a great sea view. My ideal workspace is cozy yet energetic, a place with a steady hum of activity, not noisy, with natural light! I love a setting that combines comfort with an inspiring atmosphere, somewhere that makes focusing on creative and strategic work feel effortless. A great workspace, in my opinion, is one that allows for both heads-down focus and moments of inspiration.

If you were to “cook up” a perfect campaign, what’s the secret ingredient that brings it all together?

As I love to say that each campaign is a recipe, and as every Mediterranean mother would agree that the secret ingredient in everything you prepare, in order to taste always great is love, I have to say that my secret ingredient is empathy.

Understanding the audience on a deep level and building campaigns that speak directly to their needs and values is what makes a campaign memorable and effective. When you add empathy to the mix, every element, from the copy to the visuals to the targeting, to the channels, everything seems to fall at exactly that place that allows you to create a genuinely engaging experience. This approach turns a standard campaign into one that feels personal and resonates on a much deeper level, landing us a better result rate.

What’s the secret to maintaining a healthy work-life balance while juggling creative deadlines and team collaboration?

Balancing work and life while managing creative deadlines and team collaboration is about staying focused and flexible. I prioritize tasks, set clear boundaries, and communicate openly with my team to avoid last-minute stress. Taking quick breaks, like a walk or a coffee, keeps my energy up and ideas fresh. I also believe in trusting the team and sharing responsibilities—it’s not just efficient, it sparks better collaboration. Balance is about making time for what matters while keeping things moving forward.

Taking you back on the quick breaks to re-focus, the guilty pleasure we have with the team is jumping on quick huddles, to checkup on each other, complain about random stuffjust to let steam off and continue with our lives. A great example is I remember complaining to Yigit for the top community voices program leaving LinkedIn, and he said something like stopping a stray cat fight outside his window.

If the team decided to have a “Stress Buster Day,” what activity do you think would be the ultimate team favorite?

I think the ultimate team favorite would be something that mixes fun with a bit of friendly competition—like a scavenger hunt or escape room. It’s a great way to get everyone involved, laughing, and working together in a different setting. This year we took a hike and I have to admit that though we had a great time, we were all more ecstatic when we had lunch after it. So bonus points if there’s good food and drinks to cap off the day! In my books activities like these not only help blow off steam but also strengthen team bonds in the process.

Asrin Yigit Barlas, Digital and Content Marketer

Meet Yigit, our marketing maestro who’s taken his talents from Turkey to New York and now Athens, bringing a decade of creative experience and strategic know-how to the table. When he’s not crafting killer content or making AI question its existence, you can find him practicing Brazilian jiu-jitsu, where he’s a black belt so we definitely don’t argue with him, because imagine what could happen to the meeting room if we did! (Just kidding.. he’s a total sweetheart who’s always eager to listen to different opinions, no black-belt intimidation required, to say this!) Despite his expertise in “putting people to sleep” on the mat, Yigit is quickly learning that his newborn isn’t quite as impressed with his mastery in that department!

With your background in content, what’s your go-to approach for building a killer content strategy?

To be honest with you, it starts off with a lot of homework. I like to go into audience insights, industry trends, and a few competitor communications to have a feel for what is expected and go over live social media communications to see what is most or least engaged out of the existing content to see some patterns. I also like to keep my previous content strategies in the past and not bring it with me to the new content brainstorms/generation because I think of them as a “baggage”. What worked in previous campaigns that was in a different environment or made for a different audience might not be relevant here so if I insist on recreating that content, it will setup to fail. So it is better to bring your learnings and experiences but not get stuck on past successful content when developing something new.

Other than that, I would say having consistency in your content strategy is key but you have avoid being too repetitive as well. I like to build a content plan with a mix of content pillars that bring depth and variety, so we don’t end up in “same-old, same-old” territory. That way, we’re covering a range of topics that keep people coming back without feeling like they know what’s coming next. And, of course, constant optimization, course corrections and adjustment help us keep everything sharp and relevant as we go. Just because you set your content strategy in motion, doesn’t mean it is set in stone.

Working closely with design and research must come with insights! What’s a lesson that stands out from these collaborations?

One big lesson is that when design and research come together to help create content, magic happens. I’ve learned that involving designers and researchers early can shape more than just aesthetics; it transforms the whole message. Collaborating from day one helps us tell stories that are both visually powerful and resonate better with the audience.

When we give a design brief to the team, we don’t ask for a specific creative; we give a brief with direction and “inspo” that explains our communication needs and we trust them to visualize the message the way they think would best fit. We also communicate closely with our UX researchers and designers, brainstorm content ideas, and get their feedback on drafts since they designers and researchers are part of our core audience. When we work for Useberry and communicate the “you are not the user” message, we can’t make the mistake of creating content that looks appealing to us marketers but doesn’t align with our core audience.

How do you balance brand voice with fresh, engaging content ideas?

I’m a firm believer that brand voice isn’t static. It should evolve with time and the audience reception. I keep the core of the brand voice consistent, but I add in fresh angles and ideas while reflecting on what’s happening in the world of UX, design, and tech. The specific topic of the content we are sharing and the platform that we are using for the message helps me push the boundaries of the “brand voice” in one direction or another. The balance is really about keeping things true to Useberry’s personality while bringing in a playful twist that keeps people engaged.

You’re big on storytelling! What’s been your favorite Useberry story to bring to life?

I would have to say what we are doing right now! 😀

It’s the “Life at Useberry” blog series that’s been my favorite so far. It’s more than just a peek behind the scenes; it’s a chance to spotlight the people, quirks, and daily adventures that make our team unique. From team celebrations to the nitty-gritty of brainstorming sessions, this series captures the challenges as well as the culture, and fun side of our work. Sharing these stories with the world helps put a face on “Useberry”, and it’s awesome to see readers connect with who we are, not just what we do.

We really do have fun working together and I like sharing this content that reflect it + we get to hear about some personal details and fun facts about our colleagues that lead to fun conversations or personal connections.

What’s one thing you wish more people knew about digital content marketing in tech?

I wish more people understood that digital content marketing is not just about transactions or conversions. It’s easy to get caught up in KPIs and forget that brand-building is just as essential. Of course, we will not be throwing KPIs out the window, don’t get me wrong but we have to go above and beyond that. When we are genuine and connect with the audience on a human level, even when our goal is to “sell”, we build trust and loyalty that numbers alone can’t capture. It’s about sparking curiosity, offering real value, and creating memorable interactions. Ultimately, effective content marketing in tech is a long game, where the best results come from understanding people, not just metrics. We can’t measure everything in marketing with “I put in X and got Y out of it” type transactional mindset.

Communication takes time, “building” a brand takes time, earning trust and loyalty takes time, and it is hard to explain this in the digital world where everything seems to move at a breakneck pace and happen instantly.

If you could create a “content challenge” for the Useberry team, what would it look like?

It’d be something like a “Content Relay Challenge.” Each team member takes a piece of content (an article, a graphic, or even a meme) and has to add their own twist to it before passing it on. By the end, we’d have a multi-layered, cross-functional piece that shows off everyone’s creativity and skills.

How would you describe the management style at Useberry, and how does it contribute to the positive work culture?

I think I went over it in quite detail in another article where I was going over my onboarding experience. You can find it here.

I was impressed with the management style and Useberry culture from day 1 and I think my impression hasn’t changed since then. Having a relaxed environment makes a big difference for me especially for a creative project. It is a great feeling to know that the work can get done without adding unnecessary stress or burden on the team. Everyone is being responsible and management is not breathing down your neck or looking over your shoulder which makes everyone more determined to deliver their best work and not let down anyone.

Who on the team is most likely to crack a joke in the middle of a serious meeting and what’s the best one you have heard so far?

I will be honest, there isn’t a chance that Vasilis is not cracking a joke or teasing me with a comment even in the most serious situation.. sadly he doesn’t have any jokes good enough to mention here tho hahaha.

Chrisa Klempetsani, Community Marketing Manager

Chrisa is a powerhouse when it comes to marketing. With over a decade of experience in tech marketing, she’s worked with everything from innovative startups to global brands. Her marketing superpower? Crafting strategies that balance creativity with data-driven insights. Born and raised in Athens, she’s made her mark in the tech world by combining her passion for marketing with a deep understanding of user behavior. When she’s not busy helping Useberry grow, Chrisa enjoys making memories with her 7 year old, all while planning their next trip. (Her go-to travel app? Definitely HelpYourGuide!). With Chrisa, you can expect marketing that’s as strategic as it is engaging.

As our community connector, what’s your approach to building real, lasting connections with partners and influencers?

The UX community is full of passionate people who love sharing, learning, and growing together.

So, my focus is on building genuine, supportive connections with partners and influencers, by listening to what matters to them the most. I aim to understand their needs and challenges and show how Useberry can help them achieve goals. By keeping things real and offering value, whether through sharing insights or celebrating wins, we create real, positive connections.

It’s all about growing together 🌱

What’s a collaboration you’ve managed that still stands out to you, and why?

One collaboration that really stands out for me is our Expert Talks series on the blog. We’ve had the privilege of chatting with incredible minds in UX. These conversations have been super valuable for our community, where we dive into real UX challenges and share actionable insights. It’s all about learning together and seeing how tools like Useberry can really make a difference.

How do you stay ahead of trends to make sure our community efforts always feel fresh and relevant?

Here’s how I stay ahead of trends and keep our community efforts fresh:

• Engage with thought leaders and communities – It’s all about staying in the loop with the people shaping the industry.
• Show up at relevant events and meetups – Being there in person or virtually makes it easier to spot what’s coming next.
• Keep an eye on industry research because trends change fast.

We want to make sure our community strategy stays on point, real, and future-ready, so we’re always listening, learning, and adapting to what’s next.

For startups out there, what’s your golden advice for building a loyal community?

Keep it real. Be consistent, engage with your audience in a real, authentic way, and always offer value. Listen to what they need, make them feel seen, and don’t just sell – network and build connections. The more genuine and approachable you are, the more your community will stick around and grow with you. It’s all about relationships!

What type of partner is your dream collab for growing Useberry’s community?

A dream partner for Useberry would be one who thinks outside the box, challenges status quo and isn’t afraid to shake things up in the UX and product world. I would aim for collabs who challenge the norms, get creative, and push boundaries with us and I would team up with people who see the future of UX as an exciting, constantly evolving adventure and want to be part of that change! That’s the kind of magic I’d love to create together.

If each community event had a theme song, what would be your anthem, and why?

It’s all about the right track for the right mood, right? So.. it depends! ✨

For a demo session in a UX event, an upbeat song could be “Eye of the Tiger” – it’s all about pushing through challenges, and achieving success. Perfect for a demo day atmosphere where our team showcases the whole Useberry experience!

For a hands-on, creative workshop, I’d go for a vibe that’s all about teamwork, getting into the grind, and smashing challenges! Got any cool ideas for that? Haha!

Each community moment deserves the right vibe 🎧

How does the team support each other during high-pressure times, like campaign launches or end-of-quarter sprints?

High-pressure periods can be tough, but they’re also the moments when a team’s true strength shines. At Useberry, we see these challenges as opportunities to grow and succeed together, with collaboration and communication as our strongest tools.

Clear communication comes first, it’s vital that everyone knows their role and how it contributes to the bigger picture. Next, we embrace a team-first mindset. So, when the pressure is on, we step up for each other, whether it’s brainstorming fresh ideas, sharing workloads, or simply offering support.

Together, we turn challenges into stepping stones for growth and success. It’s not just about getting through the tough times, it’s about thriving in them. And that’s where the magic happens! ✨

If Useberry’s Marketing Team had a ‘Team Superpower,’ what would it be and why?

It would be the perfect blend of creativity, art and data!

We love telling stories that pop, create campaigns that are as beautiful as they are effective, and always measure performance with precision. It’s that unique combo of left brain and right brain working together, don’t you think?

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Wait a minute! Then who makes all those eye-catching visuals and designs for our campaigns?

Don’t worry, we haven’t forgotten them! Our incredible digital design team is an integral part of marketing at Useberry, and they’ve already had their time in the spotlight in the Life at Useberry series. If you’re curious to learn more about the creative powerhouse behind our brand’s look and feel, check out their feature here. Trust us, they’re the ones making us marketers look so good!

Conclusion

And that’s a wrap on this inside look at Useberry’s marketing team! From the art of storytelling to data-driven strategy (and maybe a little too much coffee), each member of this team brings their own unique flair to the table. Hopefully, these conversations gave you a deeper glimpse into the passion and dedication driving Useberry’s marketing efforts.

Writing this piece was a little unique for me. There’s a certain awkwardness in interviewing myself and then talking about “Yigit” in the third person! But, hey, anything for the story, right? Thanks for joining us on this journey, and stay tuned, there is always more coming from the marketing crew!