Copenhagen
Irini Vasilopoulou
Brand strategy · Marketing · Media planning
I care about the brand, the numbers, and the people building it.
Brand strategy at e-Types this spring. I run the Home department at H&M. Two years planning media in Athens before that.
+78%
Sales growth in HOME at H&M, the top selling HOME department in Denmark within three months
+73%
Website traffic at Bookboost, with the LinkedIn following up 32 percent
7
Markets worked across: Denmark, Sweden, Poland, Greece, Romania, Cyprus and Bulgaria
Brands I have worked on
About
I'm a brand and marketing specialist based in Copenhagen, focused on turning strategy into clear, effective communication: content, campaigns and website copy that actually move people.
I've worked across media planning, brand strategy and content in Athens, Malmö and Copenhagen, always close to execution: shaping messages, channels and creative so they land with the right audience.
I do my best work when strategy and execution are the same job. I like to move fast, make clear decisions and take ownership from idea to result.
I grew up in Athens, moved to Sweden in 2024 and later on to Copenhagen. Greek and Polish at home, English at work, Danish somewhere around module two.
Outside work, I'm at the gym, out hiking or on a bike somewhere, painting, or catching up with friends.
I'm currently exploring new opportunities in marketing. If my background looks relevant, I'd be happy to chat.
Selected work
Highlights
Work
Mar 2026 – Jun 2026
Brand Consultant Intern
e-Types · Copenhagen
- Developed naming, taglines, messaging and positioning frameworks for Danish clients.
- Ran brand and market research, competitor analysis, client interviews and workshops, and turned them into direction the client could act on.
- Built event and activation concepts from venue and atmosphere to visual identity and catering, and coordinated projects end to end with design teams, freelancers and suppliers.
Jun 2024 – Present
Department Manager Trainee
H&M · Copenhagen
- I translate brand guidelines into in-store storytelling and product presentation, and run the commercial activations and campaign rehangs myself.
- Led the HOME department through a store transfer and grew sales 78 percent, making it the top selling HOME department in Denmark within three months.
- Promoted three times in two years.
Feb 2024 – Jun 2024
Digital Marketing Intern
Bookboost · Malmö
- Took ownership of paid and organic content across LinkedIn and Meta, helping grow website traffic 73 percent and followers 32 percent.
- Produced newsletters, campaign content and website copy, and maintained the site and CRM in Webflow and HubSpot.
- Ran keyword and competitor research in SEMrush and reallocated ad budget on performance.
Sep 2021 – Aug 2023
Senior Media Planner
Tempo OMD Hellas · Athens
- Planned and bought campaigns across TV, outdoor, print, display and social for clients including JUMBO, Migato and Mevgal, across Greece, Romania, Cyprus and Bulgaria.
- Built plans and forecasts from performance data, managed budgets against plan, and presented results and recommendations to clients.
- Organised client events and summer parties from concept and suppliers to on-site delivery; promoted from junior to senior within six months.
7 years · alongside studies and work
Volunteer Teacher & Summer Camp Supervisor
Pedro Arrupe · Athens
- Taught school-aged children for seven years and supervised children at the organisation's summer camps, alongside my own studies and work.
Education
MSc International Marketing and Brand Management, Lund University School of Economics and Management, 2024 to 2025.
BSc Economics, National and Kapodistrian University of Athens, 2016 to 2021.
Languages
Greek
Native
Polish
Native
English
Full professional, my working language
Danish
Module 2
References
People I have worked with, in their own words.
“Irini has a genuine flair for creative writing. She has a natural feel for language, tone, and narrative — qualities that are not easy to teach and that will serve her well in a creative environment. This is a talent we would strongly encourage her to continue developing, as we believe it represents one of her greatest strengths going forward. She required minimal hand-holding and could be trusted to manage her responsibilities independently.”
— Frederikke Fabricius
Partner · e-Types
“She was in charge of all the social media content, overseeing that everything is ready to be scheduled on time and taking care of the publication. She handled as well the website blog, uploading different articles and following the content calendar.”
— Johanna Bernuy
Marketing Lead · Bookboost
“She has a great eye for detail, understands the store needs instinctively, and delivers excellent execution from planning to implementation. With kindness and energy she is highly organised, a true team player, and brings a positive, motivated attitude that lifts those around her.”
— Ifigenia Exarhopoulou Dyberg
Store Manager · H&M Home Concept Store
Say hello
Tell me what you are building.
etvasilopoulou@gmail.comI answer everything.