Member Interview with Tatiana Tokatlidi

We are delighted to bring you a Member Interview with Tatiana Tokatlidi, Brand Manager, Heineken

What’s your golden rule?

Always put the customer at the heart of the strategy, then add value before asking for attention.

Who has been your biggest influence?

One of my biggest influences has been Rory Sutherland, Vice Chairman of Ogilvy UK. His thinking has reshaped how I view marketing not just as a set of tactics, but as a powerful intersection of psychology, creativity, and behavioural economics. His belief that not all value is created through logic, and that sometimes the most effective solutions are counterintuitive, has encouraged me to think more boldly and challenge conventional wisdom.

Sutherland's approach has influenced how I lead brand strategy: by valuing emotional insight over pure data, and intuition alongside analytics. His work reminds me that great marketing is not just about selling, but about seeing the world differently and helping others do the same.

What is your most hated business expression?

"Let’s think outside the box."

Not because I disagree with the sentiment, but because it’s become a lazy cliché that often replaces actual creative thinking. True innovation doesn’t come from vague slogans; it comes from understanding the box deeply enough to know which parts are worth breaking. I prefer clarity over jargon, and action over platitudes. If we want bold ideas, we need to ask better questions, not just use tired expressions that sound creative but rarely lead to anything new.

What’s the smartest business idea you’ve ever had?

The smartest idea I’ve had was shifting a campaign brief from “promote the product” to “solve the customer’s problem.” It sounds simple, but it fundamentally changed how we approached our messaging, channels, and partnerships. Rather than leading with features, we focused on outcomes, how the brand could fit into people’s lives meaningfully.

That mindset led to a campaign that repositioned our offering as a solution to a very specific emotional and functional need. Engagement skyrocketed, brand sentiment improved, and we saw a measurable uplift in customer retention. It reminded me that the smartest ideas aren’t always flashy; they’re grounded in insight, empathy, and a willingness to rethink the question.

Which leader do you admire most and why?

I deeply admire Paul Polman, former CEO of Unilever. He proved that purpose and profit are not mutually exclusive, and that big business can drive positive social impact without compromising performance. Under his leadership, Unilever championed sustainability, long-term thinking, and brand integrity in a way that was both courageous and commercially effective.

What I admire most is his refusal to play the short-term numbers game. He prioritised responsible growth, empowered brand teams to take bold, purpose-led stances, and redefined what leadership looks like in a corporate setting. As a brand manager, that inspires me to lead with integrity, make decisions that consider broader impact, and build brands that mean something beyond the bottom line.

What is on your mind the most right now as a marketing leader?

How to balance relevance with responsibility in an age of constant change.

We’re operating in a world where consumer expectations shift rapidly, attention spans are shorter, and trust is fragile. As a marketing leader, I’m constantly thinking about how to keep our brand culturally relevant without becoming reactive or performative. It’s about striking the right balance between speed and substance, between trend and truth.

I'm also focused on how we use data ethically, how AI and automation affect creativity, and how we build authentic, long-term relationships with customers in a landscape that often rewards short-term clicks over lasting impact. The challenge is exciting, and it demands thoughtful leadership, not just clever tactics.

Why is being part of The Marketing Society important for your career?

Because great marketing doesn’t happen in isolation, it’s shaped by the conversations, challenges, and collaborations we engage in. Being part of The Marketing Society means joining a community of ambitious, curious, and forward-thinking marketers who are committed not just to commercial success but to raising the standard of leadership in our industry.

For me, it’s an opportunity to learn from diverse perspectives, challenge my own thinking, and contribute to a bigger conversation about what marketing should stand for today. It’s not just about career development; it’s about staying sharp, staying inspired, and staying accountable to doing meaningful work.

Why does marketing matter to you?

Because marketing shapes how people see the world and how they see themselves within it, at its best, it’s not just about selling, it’s about storytelling, solving problems, and creating meaningful connections between brands and people.

Marketing matters to me because it blends creativity with strategy, data with emotion. It challenges me to think empathetically, act responsibly, and stay endlessly curious. When done well, marketing doesn’t just drive growth, it builds trust, shifts culture, and adds real value to people’s lives. That’s the kind of impact I want to be part of.

Tell us something that’s not on your CV

I have a Sommelier diploma, and in my free time, I love writing short stories.