Who's behind this
Built on real commercial experience — not just frameworks.
The journey
I'm George Komianos, the person behind Zora Labs.
I started my career running a digital agency for 14 years — which taught me how businesses actually work from the inside rather than the outside. How decisions get made, where execution breaks down, and why good strategy fails without the right infrastructure beneath it.
From there I moved into the pet industry, spending the next 10 years as a Marketing Director and Commercial Manager for leading distributors in Greece — managing international brand portfolios, developing the market nationwide, and travelling extensively to meet suppliers, evaluate partnerships, and attend trade shows across Europe and beyond — Spain, Italy, France, Germany, Holland, Poland, Turkey, China.
The observation
Across both careers — agency and corporate — I kept seeing the same underlying issue: businesses working hard in the wrong direction, with no clarity on what actually needed to change or at what level.
That observation is what Zora Labs is built on: that clarity — strategic, organisational, operational — is what separates businesses that grow intentionally from those that grow accidentally, or not at all.
Nowhere is this more visible than in the pet industry. International brands entering new markets through local distributors are still largely operating on a model built for a different era — one that relies too heavily on assumptions on both sides, and one that does not allow brands to reach their full potential. That specific gap — between a brand's international ambition and what actually happens on the ground — is where I focus my deepest expertise.
The approach
Agency founder turned commercial director — I've genuinely worked across the full distance. Strategy to execution, boardroom to market. Most consultants live at one end. Most agencies stay in the deliverable without questioning the brief.
My deepest expertise is in international market development through distributor-led channels — where the gap between a brand's ambition and its commercial reality is often widest, and where clarity, or the lack of it, has the most direct impact on results.
I work with a small number of clients at a time. Intentionally. Because the kind of work I do requires genuine attention.
Zora was my dog. Through Zora I found my wife, Marilyn — an animal behaviourist — and through Marilyn, the pet industry. The name is a homage to Zora, who literally changed my life.