Warsaw Metropolitan Area
Senior Marketing & Brand Leader with 10+ years of experience in Consumer Goods and Retail across Poland and CE/SEE region. Proven track record in shaping brand strategy, leading international product launches and building high-performing marketing teams (up to 27 FTE). Experienced in managing multi-million-euro budgets (up to €11M), driving brand awareness and market share growth across multi-channel ecosystems. Strong strategic mindset combined with data-driven decision making and cross-functional leadership in complex matrix organisations.
Leading a team of 20 professionals across category management, trade marketing and brand communication. Full ownership of brand and marketing strategy across Poland and Baltics. Scope: - Lead end-to-end go-to-market process: from market assessment and product positioning to distribution build-up and 360° campaign execution, - Govern €11M annual ATL & BTL budget, optimizing media mix and investment allocation to maximize ROI and brand impact, - Act as key interface between Global Teams: Brand, Media, Category and Local Market teams, - Analysed market trends and consumer behaviour to inform data-driven decision-making in category management and brand communication, - Collaborated with external & internal stakeholders to align marketing and commercial priorities, enhancing overall business performance, - Influence and align multiple stakeholders in a complex, matrix organization, - Partner with agencies on media mix and to ensure brand consistency in communication. Deliver best possible service & value for the company in addition to cost efficiency and efficacy.
Regional leadership role reporting to CE & SEE VP. Managed a regional team of 14 across multiple Central & South-Eastern European markets. Scope: - Defined and led regional Brand & Media Communication - Strategy aligned with global brand vision, - Coordinated regional product launches and category strategies across markets, - Guarded brand voice, tonality and consistency while enabling local relevance, - Optimized regional content production to increase working media budget efficiency, - Set marketing investment frameworks (% of NS) per market maturity and size, - Collaborated with HQ, media houses and creative agencies to enhance media ROI
Led team of 13, reporting to GM PL & Baltics. Full responsibility for brand, category and commercial marketing strategy. Scope: - Owned product launches and category growth strategy across PL & Baltics, - Led agency selection, pitch processes and KPI governance, - Oversaw commercial policy alignment with brand strategy, - Managed €6M annual marketing budget (ATL/BTL) with ROI accountability, - Strengthened retail & e-retail availability, visibility and brand consistency across key electronic partners, - Owned local business intelligence (GfK, Applia, distribution, monitoring), - Organizing events and product trainings internally and externally.
Led brand marketing and e-retail activation team (4 FTE). Scope: - Delivered integrated ATL/BTL campaigns, - Strengthened online & offline retail presence, - Supported market share growth through targeted activations and data-based optimization.
Responsible for e-retail marketing for Health Division in FMCG and pharmaceutical sales channel. Scope: - Managing annual e-commerce budget for Allegro marketplace, Pure players and e-pharmacies to deliver NS, - GMV and online market shares, - Being a main point of contact for the Marketing, Trade and E-commerce Team to create best in class Consumer Journey and deliver KPI's set on each stage of P2P, - Media planning, execution, optimization and reporting (key KPI = sell out, secondary = basket value increase and repeat rate), - Close collaboration with e-KAMs on yearly activation plan to deliver revenue growth, - Cooperation with Allegro and other Trade Partners on media & activation planning to deliver revenue with best possible ROI/ROAS.
Responsible for 360 digital communication (B2C & HCP's) and digital related projects within Consumer Health division. Scope: - Responsible for Digital Strategy for Healthcare division and being a main point of contact for the Marketing, Trade and Field Force Team to create best in class Consumer Journey, - Managing annual digital marketing budget, - Media planning, execution, optimization and reporting, - Collaboration with media house and creative agencies to create content, deliver KPI's set on each stage of P2P, - Close collaboration with HQ to spread the digital knowledge internally, being an ambassador of Coursera Digital University by conducting the trainings locally for all company,
Responsible for digital communication for all Samsung categories B2C (WG/BG/IM) & B2B. Scope: - Responsible for Digital Media Strategy for all Samsung divisions and being a main point of contact for the Brand Marketing, Trade and D2C Teams to create best in class Consumer Journey, - Managing annual digital marketing budget in each division, - Setting KPI's, media planning, execution, optimization and reporting, - Collaboration with media house and creative agencies to deliver KPI's set on each stage of P2P, - Being a key partner for our JBP's: Google, Meta, Spotify, InMobi to bring on-board novelties in advertising, new solution and benefits from their researches especially within mobile advertising and consumer segmentation in mobile. Achievement: European Google award for the first "best in class" DCO Programmatic campaign in 2017 - mobile category.