LIZ MUSCH - CEO, Added Value Europe
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SOREN KRISTENSEN – CEO, Added Value, Greece
Soren joined Added Value to set up the Greek office in 2000, from which time he has built the business in Greece from zero to a portfolio of clients , including Coca-Cola,  Nestlé, SAP and Metaxa.
A native of Denmark, Soren has spent the last 25 years working in Asia, the Middle-East, the Americas and Europe. Prior to Added Value he worked for 10 years for Unilever in various roles within Marketing and Strategic Management. His experience here was diverse from launching Dove in South Korea to acquiring the biggest ice cream brand in Mexico. In his last position, he was part of the Ice Cream and Frozen Food category team in the Unilever HQ in Holland.
Soren enjoys spending time with his wife Angelina and two daughters, Isabella and Renee; his Aegean summer house, playing tennis, biking in the woods and keeping in shape.

CHRISTINA APOSTOLIDI - Director, Added Value, Greece
Christina is part of the team that launched Added Value in Greece in 2000. She has led projects for clients such as Goody’s Fast Food Chain, Delta Dairy, Dodoni Ice Cream Parlours and Ferrero, with a focus on trend and communications analysis, market understanding, opportunity identification and brand positioning.
Before joining Added Value, Christina worked for 5 years in academic research at the London School of Economics and market research with MEMRB International (now Synovate) and Centrum Research.
Christina has a BA in Media and Communications from the University of Athens and an MSc from the LSE. Her passion lies in Art and Architecture and in her free time she studies for a degree in Interior Design.

SALOMI PNEUMATIKOU - Associate Director,  Added Value,  Greece
Salomi joined Added Value Greece in January 2006.
She started her career, after completing her studies in London, with MEMRB International (now Synovate) where she managed a number of multinational projects in Central Europe and the Middle East.  She then joined Philip Morris Hellas as a Research Manager.  In her last position, she worked for The Coco-Cola company where, as Strategic Opportunities Manager for the Southeast Mediterranean Region, she was involved in a wide spectrum of projects gaining a wealth of insights, from sales and marketing to revenue growth & relationship management.
Her passions are writing music, dancing and seeking out little shops with creative clothes and jewellery.