Agency

Louisa Ioannidou Takes Helm As CEO Of New TheSoul Media Division In Creator Economy Expansion

Published on October 22, 2025

TheSoul Group launched TheSoul Media as a standalone division to consolidate its owned and operated digital brands and creative agency operations. The company, formerly known as TheSoul Publishing, appointed Louisa Ioannidou as CEO of the new division, reporting directly to TheSoul Group’s CEO Arthur Mamedov.

This move follows TheSoul’s recent expansion through acquisitions, including a majority stake in Mediacube late in 2024, which added fintech services for creators to its ecosystem. The company also acquired Underscore Talent in 2022 as part of its strategy to build an integrated multi-platform creator ecosystem.

The reorganization positions TheSoul Media alongside the company’s other creator-focused divisions, including Underscore Talent and MediaCube. TheSoul Group reports managing more than 100 billion content views monthly across its portfolio.

“TheSoul Group has become a major player in the global creator space by bringing together top tier creators, digital media production and distribution, and market leading creator-focused fintech services in one ecosystem,” says Mamedov.

The newly formed division encompasses all of TheSoul’s owned and operated digital media brands and its creative agency. This consolidation aims to streamline operations and enhance profitability.

Leadership Transition Builds on Operational Experience

Ioannidou previously served as Vice President of Operations at TheSoul Publishing. In that role, she oversaw remote production expansion, led management teams across multiple countries, and aligned production with commercial strategy.

Her appointment highlights TheSoul’s focus on operational discipline alongside creative output. Ioannidou’s background includes implementing data-driven decision-making in production and leveraging the company’s technological systems as a competitive advantage.

“I’m honored to lead TheSoul Media at such a pivotal moment,” Ioannidou said. “Our priority is to pair creative excellence with operational discipline, building a stronger, more profitable business that continues to inspire audiences worldwide while unlocking new opportunities for growth.”