STORY
I spent many years in major Polish ad agencies DDB and GREY, starting as a strategist and eventually becoming a board member responsible for part of the agency's business unit, strategy, and project management. Then I joined the C-suite of Tylko.com, a Polish furniture scale-up, with a mission to create brand strategy, define the brand voice, and align brand efforts with short-term company goals. Scroll down to see how it went...
EXPERIENCE
Head of brand
Tylko.com , > now
In 2021, Tylko was an innovative European (DE, NL, UK, FR, CH, and more) D2C furniture lifestyle brand in need of defining its marketing, customer, and brand strategy.
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We created the entire brand and portfolio strategy from scratch: customer segmentation, value proposition, portfolio strategy, new products naming, brand positioning and manifesto, partnership and influence strategy, the first-ever multichannel awareness campaign, product collaboration with an artist, PR, the first TV spot (DE), and more.
All done in hybrid model (internal agency / external partners)
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We transformed influencers into a powerful sales and asset-generating channel. Within three years, revenue from this channel increased 40x, while maintaining an ROI of 7 and generating 10% of the company's revenue (with an above-average margin).
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#OKR #ValueProposition #BrandStrategy #CustomerSegmentation #InternalAgency #Influencers #BrandPartnerships #PortfolioStrategy #AssetsCreation
Board Member & Deputy MD
DDB Warsaw, > 2021
Responsible for one of the agency's business units, the strategy department, the project management department, and new business. Key clients included Porsche, VW, T-Mobile, Spotify, and Durex.
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#MarketingStrategy #BoardMember #BusinessUnit #MarketingStrategy #ProjectManagement #NewBusiness
Strategist
GREY Warsaw, > 2009
A long time ago, I did everything strategists do in ad agencies. Nothing fancy. Specialized in: beer, insurance, and telecom.
Equity Partner Edutechfund.eu, > Now
Secondary project. A smart-money boutique specialised in education. Looking for concepts, prototypes and edtech start-ups to help them grow into sucesfful products.
I'm co-responsible for investment decisons and mentoring.
Recognition
AD&D '24 shortlist for " Tylko. Furniture that fits, for people that don't" campaign
Member of EFFIE Poland comitee
Member of jury EFFIE Poland '24 '21,'20
EuroEffie award for Huawei CEE (as DDB Warsaw)
Lots of Effie Poland awards and "Agency of the Year" titles (as DDB Warsaw)