Theano T. Dimitrakis is a director of growth at NoGood, the New York City growth marketing agency founded by Mostafa ElBermawy. Trained in biology before earning a master's degree in integrated marketing at New York University, she leads growth strategy and analytics across paid, organic, and conversion work for clients in health, fintech, AI, and consumer technology.
From Biology to Marketing at NYU
Dimitrakis studied biology at the New York Institute of Technology from 2012 to 2016, taking courses in biochemistry, biomedical research, and comparative animal physiology, according to her LinkedIn profile. In 2019 she returned to school for a master of science in integrated marketing at New York University, concentrating in digital marketing and marketing analytics, and graduated summa cum laude in 2021. Around the same time she took short courses in Python data structures and machine learning with MATLAB.
Growth Strategy at NoGood
By March 2022 she was writing for NoGood's blog about how fintech companies such as Robinhood and Public.com used performance marketing to grow, and that July she announced her promotion to growth strategist. She is now one of the agency's directors of growth.
On her personal site she describes the accounts she has led. For Healthpilot, a company that helps people navigate Medicare, she built a growth strategy meant to simplify the path its users take and to tie paid, organic, and conversion work to shared goals. For Chime, the consumer finance company, she developed an organic strategy that combined SEO, answer engine optimization, and content. She has also worked with Pacira on its two non-opioid pain treatments, iovera and EXPAREL, and with Payzer, which sells payments and financing software to contractors.
One of her most visible projects is Mirror, a journaling app for mental health, whose growth and analytics strategy she guided from an early-stage app to more than 100,000 installs. In March 2026 NoGood's Mirror campaign, run with the Child Mind Institute, was named a Shorty Awards finalist for social good. "This is what purpose-led marketing should look like," she wrote on LinkedIn, pointing to more than 2,900 crisis support connections the app made in 2025.
Writing on Data and Sales Systems
Her recent writing for NoGood focuses on the systems behind growth. In a July 2026 article, Data Hygiene Is a Growth Strategy, she argued that duplicate leads, mismatched customer records, and stale data quietly raise the cost of winning each customer and send credit to the wrong marketing channels, and that AI tools make the damage worse because they act on bad data at machine speed. "Most organizations don't have an acquisition problem. They have a data problem wearing an acquisition problem's clothes," she wrote. Other 2026 pieces explain what a go-to-market engineer does and how a company can cut a sprawling set of sales and marketing software down to one working system.
Outside client work she has volunteered as a fundraiser for Red Cross Blood Services, the Ronald McDonald House New York, and the Holy Apostles Soup Kitchen.