Andrew Soteriou
Growth. Innovation. Leading with Impact
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Helping you to adapt, survive and thrive in wildly uncertain times
My Story
Executive Summary:
As a Global CEO, Board Member, and Senior Advisor with over 20 years of leadership experience, I bring a unique blend of expertise in sustainable growth, impact innovation, and global revenue growth management transformations. My journey spans from pioneering disruptive consulting models to developing deep tech ventures alongside industry titans.
As a grappling partner to CEOs and their executive leadership teams, I help to commercialise winning growth strategies that balance economic vitality with social equity, environmental sustainability, and technological innovation. My expertise lies in designing and executing bold growth initiatives and implementing global Revenue Growth Management transformations. These strategies prioritise biodiversity in both human and economic systems, recognising the crucial link between ecological health and sustainable economic growth and development.
At Fifth P Strategy Consulting, we revolutionised traditional consulting approaches, securing high-profile engagements with global leaders such as Coca-Cola, Carlsberg, and Unilever. Our innovative LEAP principles—Legacy, Expertise, Agility, and Performance—drove multi-market transformation programmes, consistently delivering a 20X ROI for Tier 1 clients. This success stemmed from our ability to foster cross-functional symbiosis, breaking down organisational silos and empowering data-driven adaptability.
Following a successful exit, I ventured into deep tech alongside founders from Tesla, SolarCity, and SpaceX, to build Singular Systems Ai, before helping Tier 1 global CPG companies digitise their revenue growth functions at UpClear in New York.
Currently, as the founding partner of The FlowLab Leadership Labs and podcast, I help executive teams with transformative leadership themes, focusing on sustainable growth and innovation for biodiversity in human and economic systems. My approach emphasises the power of collaboration and innovation in addressing critical global challenges including inequality, food security, and sustainable development.
As an author of "Smart Growth" and a 200HR Hot Power Yoga teacher, I bring a holistic perspective to leadership, combining strategic acumen with mindful practices for peak performance.
My Journey:
With a career that began in brand and category analytics for FTSE 100 companies, I've had the opportunity to work across agencies, client-side operations, boutique strategy firms, and startups. My journey has taken me across four continents and over eight countries, where I have learned from inspiring leaders worldwide.
Disrupting Traditional Consulting:
At Fifth P:
• We disrupted traditional consulting models by securing significant engagements with global leaders like Coca-Cola, Carlsberg, Mars, Danone, and Unilever.
• Led multi-market portfolio transformation programmes across marketing, sales, strategy, finance, supply chain, and revenue growth functions. (US, UK, EU, MEA)
• Delivered an impressive 20X ROI for clients through our award-winning pricing and portfolio frameworks that reshaped consumer industry approaches.
• Implemented strategic portfolio optimisation strategies, enhancing overall business performance and market positioning.
Pioneering Deep Tech Ventures:
After my successful exit:
• Focused on developing a deep tech venture alongside founders from Tesla, SolarCity & SpaceX.
• At UpClear in New York, I helped Tier 1 global CPG companies digitise their revenue growth functions across major cities.
Driving Next-Generation Customer Experiences:
I work closely with C-suite leaders to build next-generation customer experiences across various sectors including Retail, Food & Beverage, Mobility, Quick Commerce, Revenue Growth Management, Wellness, Connectivity/AI/Data Science, and Advanced/ Predictive Analytics.
Innovating in Insurance and Health Tech:
My journey in insurance innovation began at Aviva, where I served as Head of Strategy and later as Head of Consumer & Marketing Propositions. During this time, I led the development of the UK's first direct-to-consumer (D2C) strategy in the insurance industry. This pioneering approach was designed to mitigate the impact of disruptors like Direct Line Insurance, which had revolutionised the market with their direct-to-consumer model. Our strategy focused on simplifying customer journeys, leveraging digital channels, and enhancing customer engagement to build world class customer experiences.
Building on this experience, at Achmea Innovation Fund, I worked as a venture CEO on groundbreaking projects to create positive societal impact:
• Spearheaded smart mobility projects to create innovative solutions for safer and more sustainable transportation, aligning with emerging trends in the automotive and insurance sectors[2].
• Pioneered healthcare innovation projects focused on improving patient outcomes and healthcare accessibility through digital health platforms and AI-driven diagnostic tools, addressing critical needs in the health insurance space[4].
• Developed responsible AI solutions to address challenges of excessive screen time and ensure ethical content delivery for younger audiences, contributing to the evolving landscape of AI ethics in insurance and media[5].
• Implemented strategic portfolio optimisation across various ventures to maximise overall fund performance and impact, drawing on my experience in strategy and customer experience to drive innovation and growth[7].
These initiatives not only pushed the boundaries of insurance technology but also demonstrated the potential for insurance to play a transformative role in addressing societal challenges and improving customer experiences.
Championing Collaboration and Innovation:
The FlowLab Leadership Labs:
• I engage executive teams on transformative leadership themes to drive sustainable growth and innovation for biodiversity in human and economic systems.
• I speak at US & European Consumer Goods & BIG Data/ Technology events on innovative technologies and building high-performing teams.
Vision for the Future:
I believe in the power of cross-functional collaboration in small, cognitively diverse, highly skilled teams to address humanity's greatest challenges—inequality, food security, sustainable equitable growth and development—and biodiversity preservation. As a catalyst for transformational leadership, I advocate for breaking down silos and fostering a culture of trust, continuous learning, and innovation across organisations. Through my work as an author of 'Smart Growth: How To Adapt And Thrive In Uncertainty,' I share use cases, experiences and insights that connect individual agency with organisational excellence and national competitiveness. By empowering leaders and teams to drive sustained economic growth while aligning personal development with community and organisational goals we can create resilient adaptable systems capable of thriving in an ever-evolving global landscape while generating positive societal impact.
CLIENT TESTIMONIALS
Straight From the Sources Mouth
Working with Andrew was a pleasure.
He brought great enthusiasm and energy with him, as well as great experience that meant he could credibly challenge the way we at Coca Cola Europe looked at things and the way we did things.
As a result we emerged from the project with not just new ways of working, but also new ways of thinking that will ensure we really do things differently in the future.
Stephen Greiff, Director, Business Transformation, Growth and Strategy, Coca Cola UK & Europe
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"Andrew brings the perfect industry and RGM experience, at the right time, to UpClear. Our company is on a good growth trajectory, and reaching an inflection point. As we work with larger companies, we have the opportunity to expand our services and features around RGM. This totally fits our strategy of becoming a global RGM partner for CPG manufacturers."
Thierry Soudee, Chief Executive Officer, UpClear, New York
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Andrew was a great extended team member to work with at Carlsberg.
He and his team were able to work very effectively with some significant ambiguity and bring the broader commercial team with them on a journey of identifying realisable Revenue Growth opportunities.
Andrew’s framework was tailored around the business needs and broken down into appropriate stages to make it easier for the business to adopt as a way of working for the future.
Andrew’s approach to co-developing insights with the leadership team was both enjoyable and enlightening and made the sometimes tough decisions easier to make.
I have also found Andrew to be a great business counsel due to his broad business background and inquisitive approach. Andrew is amongst the very best people I have had the privilege of working with and would recommend him very highly in supporting any business or individual with their challenges.
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āAnthony Carr, Carslberg
Business Director
“Andrew and his team have been working with Carlsberg to develop revenue growth and value management toolkits and
capabilities resulting in the delivery of transformational price, pack and promo strategies.
Their shopper
centric framework was powerful in translating strategy into highly commercial actions, bringing together
multiple functions and disciplines, both within the organisation and also its partner agencies.
FIFTH P’s focus
on leaving a lasting legacy via its 'test-āand-ālearn-āby-ādoing' approach has been instrumental in building
capability within our team and building a highly commercial plan and vision.
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The FIFTH P Team's style and approach was perfect for what we needed at Carlsberg. They proved
themselves to be agile and adaptable to our organisational culture, working particularly well with all
stakeholders.'’
James Lousada, CEO, Carlsberg
THE COMPANY WE KEEP
Some of our partners
SERVICES
15 min
1 hr
15 min
15 min
Contact us
Address
Amsterdam, Netherlands
Contact
+31 6 81 34 97 19
Opening Hours
Mon - Fri
8:00 am – 8:00 pm
Saturday
9:00 am – 7:00 pm
āSunday
9:00 am ā 9:00 pm