Vasileios Kourakis is Global Marketing Effectiveness Director at L'Oréal, leading one of the world's most sophisticated marketing effectiveness programmes — spanning Marketing Mix Models (Short and Long Term), Sales Lift, Brand Lift, and Conversion Lift Studies across the globe. With close to twenty years of expertise across both agency and client sides of the industry, he brings a depth of econometric and media experience and strategy that continues to shape his approach to measurement and effectiveness.

A three-time IPA Effectiveness Award winner, WARC Jury Chair, former five-year member of the Facebook Global Measurement Council, and current member of the Amazon Ads Measurement Council, Vasileios has contributed to shaping industry measurement standards and co-authored landmark publications with WARC, Amazon Ads, and Meta.

He holds an MPhil in Economics from the University of Oxford, an MSc from the University of London, and was honoured as a Scholar at The Marketing Academy UK.