Having worked in Nicosia, London, Paris, New York, and now Los Angeles, being Cypriot has deeply shaped Arriana Yiallourides' leadership style. Now Director of Business Development, VML North America - and also Associate Director of Business Development at VML in Nicosia, a position she holds from LA - Yiallourides says that coming from a small island has taught her the value of close-knit relationships, resilience, and community. "There’s a strong 'we’re in this together' mentality, which influences me to lead with empathy, openness, and transparency," she tells CBN in the interview that follows.
VML, a global marketing and communications agency formed from the merger of Wunderman Thompson and VMLY&R, specialises in brand, customer, and commerce experiences.
Tell us about your role as an LA-based Director of Business Development at VML.
I drive new business and organic growth efforts to build and expand VML’s client partnerships, primarily in North America. Over the years I’ve moved between our Paris, New York, and LA office giving me a global view on our offering and our amazing people. VML is a leading global creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth born out of the merger of VMLY&R and Wunderman-Thomspon.
What I love about business development is that no two days are ever alike. One week I might be traveling to spearhead a creative sprint for Coca-Cola’s next brand campaign, the next I’m collaborating with commercial teams to design a new service model for a CPG client expanding into new markets. I constantly work with different teams is ever the same and I love being the central orchestrator. I’m part of a talented U.S.-wide team delivering VML’s most innovative solutions to solve business challenges and drive growth. Whether it’s designing an AI-powered production model for a major telco or launching a new product, the role gives me a unique way to impact brand storytelling, gain a deep understanding on our clients truly need, while moving at the speed culture.
What are the perks, and challenges, of having such an international career?
Having worked in Nicosia, London, Paris, New York, and now Los Angeles, I’ve loved building communities and seeing how local culture shapes business. The common denominator is always about bringing people together and learning from their perspectives. Coming from Cyprus, I once felt like a big fish in a small pond. This international journey has pushed me far outside my comfort zone, introduced me to inspiring mentors, and broadened my worldview. The challenges? Being far from home means missing the ease of speaking my native language and navigating familiar social cues. There’s often more “proving yourself”. But it’s been an extraordinary adventure, shaped by the amazing people I’ve had the privilege to work alongside.
You’ve worked across social innovation, consulting, and global advertising. What has each world taught you about what real leadership looks like?
Across all three, the common thread has been learning how to bring people together, build trust, and enable teams to be their best version. I’ve always seen myself as a leader-doer. Someone who creates the conditions for high-impact work, while actively shaping the vision alongside the team.
Whether it’s a global brand relaunch or a new commercial model, I believe leadership is about assembling the right voices and giving them real agency. When experts co-create the vision, accountability follows naturally, and so do exceptional results. My academic background in politics and philosophy taught me to see leadership as both a systems-level responsibility and a deeply human one. Leadership isn’t about control it’s about enabling collective intelligence to thrive.
How has being Cypriot shaped your leadership style or your sense of responsibility as a woman in business?
Being from Cyprus has deeply shaped my leadership style. Coming from a small island, I learned early the value of close-knit relationships, resilience, and community. There’s a strong “we’re in this together” mentality, which influences me to lead with empathy, openness, and transparency. Cyprus also taught me to value integrity. In an industry that moves fast and changes constantly, that principle has been my compass. I strive to create spaces where diverse voices are heard and where leadership is about co-creation, not control; and where the best ideas can come from anywhere.
Living in LA, working across continents—how do you make space for stillness or clarity?
My work is fast-paced and high-stakes, leading pitches for some of the world’s most influential brands from Coca-Cola to Colgate to Wendy’s to Warner Brothers. Once you fall in love with the pace and the possibility, it’s energising, but sustaining that energy takes balance.
I travel, read a lot of nonfiction (especially on flights!), play tennis, spend time with close friends, practise yoga, and go to concerts and the cinema. These small rituals ground me and keep me centred.
What’s a moment in your career that felt deeply personal—where you knew this was bigger than just work?
One of the most formative experiences was in 2019 at VML Paris, supporting an interagency WPP team pitching AXA’s global account. In 2025, AXA became the first French brand ever named Creative Brand of the Year at Cannes Lions. Knowing I’d been part of the team that built that relationship years earlier was a powerful reminder: long-term partnerships built on trust and ambition can lead to culture-shifting work. Proud of that one.
What trends are you watching right now in advertising, and how are you shaping your agency’s response?
Advertising is in constant motion but right now we’re in one of the biggest shifts in decades with the rise of AI. It’s transforming how we work, speeding up everything from strategic insights to creative production without replacing the human imagination at the heart of it.
The agencies that will win are the ones that can adapt quickly and integrate technology without losing the emotional intelligence and cultural instinct that machines can’t replicate. At VML, we’re using AI to amplify creativity, not replace it, helping clients innovate faster while keeping storytelling rooted in empathy, nuance, and cultural relevance.
How do you mentor or uplift young professionals, and what support has helped you thrive?
For me, mentorship is about accessibility and openness. Being able to break down barriers, especially in an industry full of acronyms and insider jargon. I make space for honest conversations, practical advice, and introductions to opportunities. I had a strong support system when I was starting out, mentors who championed me and peers who collaborated generously. That’s the culture I aim to pass on: one where young talent feels seen, supported, and confident to bring their whole selves to the work. Also, when working with new joiners, I like to put myself in their shoes and remember my first steps in this industry. I try to help make theirs just a little bit easier and lighter and be a confidante that can guide them.
What’s one belief or value that’s non-negotiable for you?
Respect, always. I was raised to assume good intent, to focus on what people bring rather than what they lack. When you offer respect first, you often receive more in return than you expect. People rise when they feel seen, so I lead with respect for myself, my team, our clients, and the work we create together. It’s the simplest principle, but also the most powerful.
