How do you challenge? By improving outcomes, not by proving a point

With nearly two decades of experience across corporate affairs, government and highly regulated industries, Anastasia reflects on how her understanding of challenge has evolved. From navigating Greece’s economic crisis to driving responsible initiatives at Imperial Brands Hellas, she shares why being a challenger today is about courage, timing and improving outcomes for all stakeholders.

How would you describe your role at Imperial Brands Hellas and what impact do you aim to have?

I lead corporate and legal affairs in Greece, as well as several aligned markets. I’ve spent almost 20 years working in corporate affairs across shipping, FMCG, energy and government institutions, often in environments where decisions carry significant responsibility and long-term consequences. Joining Imperial Brands felt like a natural step in my career because it sits at the intersection of regulation, sustainability, stakeholder engagement and commercial reality.

In my role today, impact is not measured by visibility or speed. It’s measured by trust, credibility and the ability to navigate complex situations responsibly, while supporting the business to operate sustainably and effectively.

What does “challenger” mean to you?

Earlier in my career, I believed challenge was about proving something. Proving that I was right, capable or strong enough to be heard. With experience, that perspective shifted. I realised that real challenge is not about proving a point, but about improving outcomes.

For me, challenge now means having the courage to ask the right questions, even when they are uncomfortable, and taking responsibility for the consequences of those questions. It means understanding the system you operate in and recognising that every action has an impact beyond the immediate moment.

Which experiences shaped that mindset most strongly?

One of the most defining periods of my career was during Greece’s economic crisis, when I served as Head of the International Press Office at the Ministry of Finance. I was part of the negotiation team working with European institutions and international lenders. It was a truly 360-degree environment.

It wasn’t only about government policy. It was about citizens, businesses, Europe and the global impact of every decision. Those four years were incredibly demanding, but they taught me more than a decade in a more stable environment ever could.

How does that experience influence how you challenge today?

It taught me that challenge is closely linked to timing and judgement. In corporate affairs, acting quickly is not always the right answer. Sometimes the most effective challenge comes from listening, observing and preparing before stepping forward.

Understanding when momentum matters and when patience will deliver better results is a critical skill. Challenge without judgement can create noise. Challenge with responsibility creates impact.

What does challenging responsibly look like in your role at Imperial?

Shortly after I joined, new legislation on age verification was introduced in Greece. I was advised to take time to observe and learn the market, which was sensible. At the same time, I recognised a narrow window of opportunity. I proposed that Imperial actively support the government’s pilot programme, Kids Wallet, which digitises age verification at point of sale and supports retailers in complying with legislation.

Sometimes you need to wait. Other times, you need to act immediately or you lose momentum.

Today, that initiative is live and involves close collaboration across corporate affairs, sales, trade and government stakeholders. For me, it’s a clear example of challenger thinking in practice: bold but responsible, fast but considered and always focused on long-term impact.

What advice would you give to someone considering joining Imperial Brands?

You don’t need to be the first or the biggest. What matters is being an enabler, helping the business do things better every day. That’s what being a challenger really means.

Anastasia working in the office.