Navigating Leadership: Eleni Karamalegkou on 22 Years of Innovation and Change in the Creative Industry

Reflecting on your 22-year career across various leadership roles in creative and media agencies, brands, and publishers, what significant changes have you witnessed in the industry, and how have they influenced your approach to leadership?

Over the last 22 years, the media industry has changed dramatically—like most industries—but what sets it apart is the sheer fragmentation brought on by big tech and social media giants like Facebook, TikTok, and Twitter. Storytelling has shifted from traditional 30-second TV ads to dynamic, always-on content across multiple platforms. This evolution has made leadership more complex but also more collaborative.

In the past, leadership followed a top-down model—decisions were made at the top and trickled down. Now, we rely more on grassroots innovation, drawing insight from younger or less senior team members who bring fresh perspectives and identify new opportunities. Leadership today isn’t just about direction—it’s about empowerment.

You’ve worked in both Greece and the UK—do you feel progress for women in leadership is moving at the same pace in both places? What lessons can each country take from the other to drive faster change?

It’s difficult to compare progress directly because so much depends on societal norms, gender stereotypes, and market size. Both Greece and the UK are making strides, but real change often comes down to the regulatory framework—particularly around childcare and family support. And while this isn’t just a women’s issue, the reality is that family responsibilities still impact career acceleration.

One country that stands out to me is Denmark. Having worked with a Danish organisation, I’ve seen how their systems are built around supporting families, ensuring that career progression isn’t hindered by life choices. There’s also greater parity—not just in gender but in social mobility—where a single-income household can still thrive. In contrast, the UK is becoming increasingly difficult in that regard. So, while progress is being made, a more holistic approach to work, family, and financial independence is key to driving faster change.

You describe yourself as entrepreneurial and comfortable with change. Throughout your career, what bold steps have you taken to push for change—whether for yourself or others?

I’ve always been curious about where things are headed—both in my own career and within the industry. That curiosity has driven me to take hands-on roles across multiple areas, from traditional advertising to digital marketing, at a time when digital was still in its infancy. Making that pivot was a bold move—it worked out, but if it hadn’t, I would have adapted again.

For me, pushing for change is about action over hesitation. I always remind myself to aim for progress rather than perfection. Too often, especially as women, we feel the need for everything to be perfect before we take a leap. But real progress comes from trying, learning, and evolving. I focus on empowering people to make decisions, embrace change, and move forward—even when the outcome isn’t guaranteed.

Looking ahead, what is one piece of advice you’d give to women who want to step into leadership but feel the barriers are still too high? How can they take action today to create change for themselves and others?

Research shows that companies with women in leadership perform just as well, and in some cases even better, in terms of financial results. Yet, many of us still hold ourselves back—hesitating to speak up in meetings, doubting if we’re ready for a promotion, or feeling guilty about balancing career and family.

My biggest advice?

The way industries have evolved, particularly in marketing and communications, means that diverse thinking is more crucial than ever—whether that’s gender diversity, cultural diversity, or social mobility. Without it, we end up with solutions that don’t truly reflect the world we serve. So, take up space. Share your thoughts. Don't think that your opinion is less important than other people's opinions.

What’s one barrier you think still holds women back, and how can we accelerate action to break it?

One of the biggest shifts I’ve seen in recent years is women coming together to support each other—through mentoring, networking, and simply sharing knowledge. Even if you walk into a bookshop now, you’ll see a growing conversation about how we accelerate change.

Yes, sometimes we’re playing catch-up because these lessons weren’t always taught to us. But the key is to stay engaged—learn, ask questions, and, just as importantly, help others do the same. Whether that’s mentoring someone, offering advice, or creating space for other women to grow, change happens when we lift each other up.

Have an interesting alumni story or experience to share? Contact us at foreverkbs@kcl.ac.uk.