Senior Brand Manager
April 2019 - at Present
Job title: Senior Brand Manager Coffee responsible for Tchibo brands within segments of highest growth dynamics: whole beans and capsules. Over 90 M PLN turnover. Main Responsibilities: • Development of annual 2020 marketing plans for brands within whole beans segment and capsules system (Cafissimo). In-depth market analysis; defining growth strategies; consumer demand forecast & topline estimation, MA activities recommendation and implementation. Full responsibility for P&Ls and BRAND KPIS within FMCG, retail, e-commerce channels. • Launching Tchibo key growth driver initiative – Tchibo Barista brand activation. Re-vision of penetration strategy/ marketing MIX – setting new price points, new sales channel focus, ATL (online focus)/ BTL campaign resulted in one month sales equal to the FY year 2018. • Management of subordinate persons within MA team. Tchibo Polska
June 2015 - April 2019
• Development, execution and day-to-day adaptation of annual marketing plans. Development, leader of Marketing Plan for 2018, 2019. In-depth market analysis; consumer demand forecast & topline estimation; defining growth strategies; activities recommendation. • P&L Management: planning and executing annual A&P • Brand management of coffee category val. and vol. leader Family, Exclusive, Black &White • Media Management, with focus on TV and digital: online • Self-developed and effective launch of NPD • Development of consumer research (FGIs, G&L, Brand Health Check, U&A, Ad Track, In-home visits) with action points recommendation, • Proactive search for innovative marketing solutions and own creative ideas to reach TGs • Cooperation with research, media, advertising agencies. • Management of subordinate persons within MA team.
June 2009 - June 2015
• Marketing management of consumer goods category in Poland in the retail channel, • Development of marketing plans, defining the challenges, objectives, criteria for success, initiatives addressing goals, • Management of marketing communication: launched first Tchibo Non Food national campaign (in various media including TV, radio, press) • Digital focus: creation, execution, control of Tchibo content marketing platform - blog radoscodkrywania.pl, • Management of consumer promotions: identified effective types of sales activations with significant results in terms of driving traffic, conversion, retention and value of single purchase, • Launched omni-channel program: ordering in shop to shop, shop to home and online to shop, • Work on brand and media KPIs: brand awareness, consideration, relevant set, brand attributes, • Cooperation with the company HQ and working with the media house and advertising agency.
at Academy of Economics
1995 - 1999 (4 years) Województwo Śląskie