Vassili Samolis didn’t just join DoorDash to build ad products—he joined to build something more human. Growing up in a small town in Greece, he saw firsthand what it meant to be part of a tight-knit community. That perspective still shapes how he thinks about technology today. “We serve people,” Samolis says—an idea that underpins everything from product development to the future of advertising for DoorDash.

In his role, Samolis leads a team of designers, engineers, and product managers—“the builders,” as he calls them—focused on creating tools that drive outcomes. But for him, performance isn’t just about efficiency or scale. It’s about helping businesses, especially local entrepreneurs, compete in a rapidly evolving marketplace. From one-click, AI-powered Smart Campaigns to solutions that connect brands with high-intent consumers, the goal is to make sophisticated marketing accessible.

That accessibility is becoming even more critical as AI reshapes the industry. While many see it as a disruptive force, Samolis sees opportunity. “AI gives them, for the first time, the tools and the ability to compete,” he explains, pointing to a future where smaller businesses can operate with the same sophistication as major brands. At the same time, he emphasizes a shift toward accountability—moving beyond impressions to measurable, real-world outcomes that directly impact growth.

Still, building effective advertising experiences requires restraint as much as innovation. Samolis and his team are guided by a simple question: “Would you spend your own money on this product?” It’s a litmus test that keeps their work grounded in real user value. Ads, in his view, should enhance—not interrupt—the customer experience, aligning with intent rather than competing for attention in ways that feel intrusive or irrelevant.

That balance—between innovation and empathy, scale and personalization—is what keeps him energized. Whether he’s thinking about the future of retail media or reflecting on lessons from mentors, one idea stands out: progress compounds. “If every day you show up and try to be 1% better … that consistency compounds.” For Samolis, it’s a philosophy that applies just as much to building products as it does to building a career—and, ultimately, to creating stronger connections between businesses and the communities they serve.

Produced in partnership with DoorDash