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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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ā€‹Anthony 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-­ā€and-­ā€learn-­ā€by-­ā€doing' 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

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Building Purpose, Driving Innovation, and Creating Lasting Impact.
29:52

Building Purpose, Driving Innovation, and Creating Lasting Impact.

AcceleratiAccelerating Human and Organisational Transformation for Smart Growth šŸŽÆ Purpose is Built, Not Found: We help to power profitable growth that benefits organisations while creating wider positive impact through action, experimentation, and continuous learning. šŸ›”ļø Vision: To be the world's leading accelerator for smart growth, revolutionising how individuals and organisations approach learning, performance, and sustainable success. ā™»ļø Our Unique Approach: Led by a seasoned globally experienced team of leaders, agitators, startup founders, and trusted advisors to the world's best companies and governments, FlowLab creates an unfair advantage rooted in cross-sector experience spanning sports, business, and government. Our expertise is further enhanced by deep knowledge in Revenue Growth Management (RGM) and advanced analytics, where we built global centres of excellence for the worlds most admired brands. Core Pillars: šŸ­ Transformative Leadership: ā€¢ Cultivate visionary leadership ā€¢ Develop emotional intelligence ā€¢ Foster continuous learning šŸ”„ Data-Driven Strategy: ā€¢ Leverage analytics for informed decisions ā€¢ Implement predictive models ā€¢ Optimise pricing strategies šŸ§  Customer-Centric Innovation: ā€¢ Align products with customer needs ā€¢ Implement voice of customer programs ā€¢ Foster a culture of continuous improvement šŸš€ Operational Excellence: ā€¢ Streamline processes for efficiency ā€¢ Implement scalable systems ā€¢ Optimise resource allocation šŸŒ Ecosystem Empowerment: ā€¢ Build strategic partnerships ā€¢ Develop robust supply chains ā€¢ Cultivate committed employees and stakeholders "Unlock Your Potential, Drive Impact, and Thrive with FlowLab."ng Human and Organisational Transformation for Smart Growth šŸŽÆ Purpose is Built, Not Found: We help to power profitable growth that benefits organisations while creating wider positive impact through action, experimentation, and continuous learning. šŸ›”ļø Vision: To be the world's leading accelerator for smart growth, revolutionising how individuals and organisations approach learning, performance, and sustainable success. ā™»ļø Our Unique Approach: Led by a seasoned globally experienced team of leaders, agitators, startup founders, and trusted advisors to the world's best companies and governments, FlowLab creates an unfair advantage rooted in cross-sector experience spanning sports, business, and government. Our expertise is further enhanced by deep knowledge in Revenue Growth Management (RGM) and advanced analytics, where we built global centres of excellence for the worlds most admired brands. Core Pillars: šŸ­ Transformative Leadership: ā€¢ Cultivate visionary leadership ā€¢ Develop emotional intelligence ā€¢ Foster continuous learning šŸ”„ Data-Driven Strategy: ā€¢ Leverage analytics for informed decisions ā€¢ Implement predictive models ā€¢ Optimise pricing strategies šŸ§  Customer-Centric Innovation: ā€¢ Align products with customer needs ā€¢ Implement voice of customer programs ā€¢ Foster a culture of continuous improvement šŸš€ Operational Excellence: ā€¢ Streamline processes for efficiency ā€¢ Implement scalable systems ā€¢ Optimise resource allocation šŸŒ Ecosystem Empowerment: ā€¢ Build strategic partnerships ā€¢ Develop robust supply chains ā€¢ Cultivate committed employees and stakeholders "Unlock Your Potential, Drive Impact, and Thrive with FlowLab."
Building Purpose, Driving Innovation, and Creating Lasting Impact.
29:52

Building Purpose, Driving Innovation, and Creating Lasting Impact.

Accelerating Human and Organisational Transformation for Smart Growth šŸŽÆ Purpose is Built, Not Found: We help to power profitable growth that benefits organisations while creating wider positive impact through action, experimentation, and continuous learning. šŸ›”ļø Vision: To be the world's leading accelerator for smart growth, revolutionising how individuals and organisations approach learning, performance, and sustainable success. ā™»ļø Our Unique Approach: Led by a seasoned globally experienced team of leaders, agitators, startup founders, and trusted advisors to the world's best companies and governments, FlowLab creates an unfair advantage rooted in cross-sector experience spanning sports, business, and government. Our expertise is further enhanced by deep knowledge in Revenue Growth Management (RGM) and advanced analytics, where we built global centres of excellence for the worlds most admired brands. Core Pillars: šŸ­ Transformative Leadership: ā€¢ Cultivate visionary leadership ā€¢ Develop emotional intelligence ā€¢ Foster continuous learning šŸ”„ Data-Driven Strategy: ā€¢ Leverage analytics for informed decisions ā€¢ Implement predictive models ā€¢ Optimise pricing strategies šŸ§  Customer-Centric Innovation: ā€¢ Align products with customer needs ā€¢ Implement voice of customer programs ā€¢ Foster a culture of continuous improvement šŸš€ Operational Excellence: ā€¢ Streamline processes for efficiency ā€¢ Implement scalable systems ā€¢ Optimise resource allocation šŸŒ Ecosystem Empowerment: ā€¢ Build strategic partnerships ā€¢ Develop robust supply chains ā€¢ Cultivate committed employees and stakeholders "Unlock Your Potential, Drive Impact, and Thrive with FlowLab."
Richard Nicholls & Andrew In The FlowLab
36:05
Allison & Andrew In The FlowLab
28:12

Allison & Andrew In The FlowLab

Episode 17: A third of the global economy is forecast to be in recession this year. World leaders will this week gather in Davos, Switzerland, to discuss what the World Economic Forum has called a ā€œpolycrisisā€ as business leaders engage in a painful reckoning over their empire building. If you're impacted by or even confused about the global financial markets and what needs to be done to fix the current stasis, youā€™re not alone. I recently spoke to Allison Pyburn, writer, columnist, founder and speaker. Allison ran a global newswire pertaining to complex asset backed securities for ten years post 2008. This allowed her to go deep into the system to understand how it works. ''There are all of these people, who are lovely people, who are in silo's and it's like no part really understood the whole. As the meetings were happening, people were trying to figure out how to fix it. It was like an old car that has all of these parts falling off it and it was like...what part can we tape on, and what other part of the car can we use to patch it? This wasn't so much about fixing. What I was witnessing was a state of entropy. A deep state of entropy. A system that has been in place for a very long time. The system can only take from itself in order to keep moving forward.'' Allison joins us for an early morning call to talk about a state of entropy in a global financial system, a state volatility and how with the right eyes, we can switch ā€˜famineā€™ to 'feast', to move beyond material value to fully appreciate the human experience and 'life' value. If we go back and shame one another for things that happened in the past weā€™re going to get stuck in a feedback loop, without progress. #volatility #impact #socialvalue #consciouscapitalism #growth #sustainability #humancentered
Thami & Andrew Final 2022 12 02
18:39

Thami & Andrew Final 2022 12 02

Inspiring the art of the possible. How ā€˜at scaleā€™ brands and startups work together to create social and economic value. A few weeks ago we shared an article about Decathlon changing its name to Nolhtaced in three Belgium cities as part of a campaign to promote "reverse shopping," allowing customers to resell old or unused sporting goods to Decathlon so that they can be repaired and resold under warranty. This content seemed to resonate well and went viral, attracting over 1.3m views and more than 13000 engagements. Simple thought. Educating consumers requires big brand budgets who can work with startups to give impetus to meaningful movements. This elevates the game to a higher plane, where we measure progress in our environment, communities, business and society as a whole. This led us to a pioneer who is doing some amazing things in this space. We actually did an audio chat but there's some photo's and video in the clip. Episode 16: Social Enterprise, Impact and Building Fashion Brands through levers of D&I for social good and sustainable business models Thami Schweichler is the CEO at United Repair Centre & Makers Unite, TedX Speaker, Social Entrepreneur, Circular Fashion and impact player in diversity and inclusion. Thami talks to us about 'why' he started the business and how his 'repair' centre reverse engineers the lifecycle of a brand to preserve the emotional attachment consumers have with their favourite items of clothing. He shares how his work with Patagonia, Scotch & Soda and other breakthrough brands, is helping disadvantaged communities to regain a sense of dignity and self-respect through meaningful work and purpose whilst solving environmental pain points at scale. #reimaginingconsumption #valuecreation #reverseshopping #brand #sustainability #socialvalue #economicvalue #energy #diversityandinclusion #impact
Arnaud & Andrew In The FlowLab
36:01

Arnaud & Andrew In The FlowLab

Episode 15: How do we become unstuck and move into states of greatness and flow? You know what you need, you know what you need to do, but somehow canā€™t seem to lift up and out of your current state? How do you stop yourself or your teams from being their own worst enemy? Arnaud Saint-Paul works with pioneers, inventors and leaders who perform at the edge, helping them to find joy and happiness using his own patented Heartful Method: http://tapuat.com/harmony. ā€˜ā€™Heā€™s taught me more about myself in the time weā€™ve been working together than I have all the times combined before that. It helped me understand who I was, what made me joyous, what made me happy, and I canā€™t thank him enough. If you have any inclination to learn more about yourself, the world around you, and how to wake up with a smile every day, knowing how to deal with situations, Arnaud can help you make sense of what makes you tick. ā€˜ā€™ - Rob Angel, Inventor of Pictionary A great pleasure speaking to Arnaud. You can view/ listen to more here and please feel free to like/ subscribe and share. How do we become unstuck and move into states of greatness and flow? You know what you need, you know what you need to do, but somehow canā€™t seem to lift up and out of your current state? How do you stop yourself or your teams from being their own worst enemy? Arnaud Saint-Paul works with pioneers, inventors and leaders who perform at the edge, helping them to find joy and happiness using his own patented Heartful Method: http://tapuat.com/harmony. ā€˜ā€™Heā€™s taught me more about myself in the time weā€™ve been working together than I have all the times combined before that. It helped me understand who I was, what made me joyous, happy, and I canā€™t thank him enhough. If you have any inclination to learn more about yourself, the world around you, and how to wake up with a smile every day, knowing how to deal with situations, Arnaud can help you make sense of what makes you tick. ā€˜ā€™ Rob Angel, Inventor of Pictionary A great pleasure speaking to Arnaud in the FlowLab. #human #centred #leadership #heart #alignment #coaching #happiness #joy #creativity #flow #peakperformance #impact
Andre Menenzes In the Flowlab
38:02

Andre Menenzes In the Flowlab

Episode 13: ā€˜ā€™Our goal is to get people excited and to understand that plant-based food does not mean compromising taste and texture. Thatā€™s our objective, and thatā€™s what weā€™ve been doing.ā€™ā€™ Andre Menezes, Cofounder and CEO of Next Gen Foods In conversation with Andre, he explains how his team is winning over consumers and investors by designing its plant-based chicken to appeal to chefs. B2B2C as a strategy has been used to great effect in the past, from toothpaste manufacturers working with dentists to insurance companies working through financial advisors, to complement the awareness and education building activities that are required to shift behaviours at scale. Thereā€™s a significant amount of media attention around sustainability and food tech, and Singapore seems to be investing a lot in the infrastructure around R&D when it comes to food tech or agritech. The macro layer driving this sector globally is related to sustainability. Food production is the second largest emitter of greenhouse gases after energy; thatā€™s how big of a problem it is. This macro trend is whatā€™s driving industry, governments, policies, attention, and investment in technology. The Tindle team is inspiring the art of what's possible, establishing product-market fit in APAC, Europe and the US. North America is now one of the the fastest growing markets following a recent raise of USD 100 million. We covered: Ā· Designing a more efficient, sustainable food system for the future to mitigate environmental resource strain whilst removing animals from the supply chain. Ā· What is right for the consumer, what is right for the customer/ retailer, what is right for the manufacturer and investors e.g. nutrition, mind-heart-gut health, pricing, unit economics, channels etc. Ā· How does a US-based category shopper (early adopters) behave relative to buyers in Sao Paolo, Johannesburg, Berlin, Amsterdam, London and Singapore Ā· Clean Label (ingredientā€™s lists) #sustainability #future #tech #foodandbeverage #plantbasedfoods #innovation #nutrition #cleanlabel #growth #innovation
Dr Richard Claydon In The FlowLab
37:14

Dr Richard Claydon In The FlowLab

Episode 12: Connectedness between groups is often overlooked when building resilience and high performing teams, particularly in times of turbulence and uncertainty. In the book Fortitude, Bruce Daisley argues that the standard ways we teach resilience in organisations today, that have emerged out of positive psychology, donā€™t actually work. Itā€™s not so much about teaching someone to stand alone like a tree. Instead, we ought to be asking how do we create a ā€˜biodiverseā€™ā€™ deep root system to enable survival as a group? How, in the body of the organisation, are people creating these bonded groups that actually keep them resilient? I recently spoke with @Dr Richard Claydon, Chief Cognitive Officer at EQ Labs, consultant, author and educator at Macquarie Business School's Global MBA, teaching future leaders on how to Adapt their Leadership Styles. We covered: Ā· How to inspire fortitude and resilience at leadership and at organisational level? How do people navigate the current turbulence? Ā· How to create our own magic faraway tree? How do we build unity through diversity? And what can the West learn from the East when it comes to energy, creating meaning and belonging in the workplace and building trust. Ā· Crucially, what does this mean for the future of work, where weā€™ve lost the ā€˜liminalā€™ channels of communication ie the in-between spaces; eating together, water cooler chats, etc. where problems are solved productively in informal ways. Ā· How does this differ by region for a large global organisation seeking to harness agility, oneness, unity, uniformity etc, whilst also building diversity and equitable inclusion? #leadership #energy #adaptability #resilience #fortitude #connection #diversity #meaning #belonging #trust #designingthefuture

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