Karolina Martyniuk

Strategic marketing support for the most valuable region in the Polish market; Marketing and business strategy consultant and matrix leader for all local marketing teams; Marketing consultant and support for the Country Expansion Team, responsible for opening campaigns of new stores and other customer meeting points across Poland. » Co-creator of the Warsaw Omnichannel Market Development Planning process, including responsibility for providing market and customer insights » Member of the Warsaw Steering Group – overall business optimization with multiple perspectives taken into consideration. Short, mid- and long-term planning with numerous stakeholders (e.g. communities, businesses, municipal) » Leader of the Warsaw Marketing and Sustainability team of 6 people and following 13 in local marketing coworkers; » Owner of the OneWarsaw marketing budget, leader and co-creator of complex marketing/ communication/ sustainability projects » Creator of new customer meeting points opening campaign and marketing partner relationship management framework and materials » Close cooperation with the Country Leadership Team on regional marketing development; Development of marketing tools and processes for the entire company » Responsible for opening campaign of 12th IKEA store in Bielsko-Biała Poland, in experimental format, third of its kind worldwide, based on excellent relationship with key commercial partners

Major: Business Management and Leadership Subjects: design thinking in relation to business model design, concept evaluation

Overall responsibility for entire marketing activities of the largest SBU in the company with turnover growth from 0,8 to 1,35 bn EUR and yearly marketing budget of 19m EUR » Relationship management with over 30 partner entities, 8 of which being key for the category, along with the most important cross-divisionally » Hand-to-hand cooperation with the commercial Business Unit Head regarding strategic and tactical planning and execution of commercial and marketing activities, portfolio management, etc. » Planning and implementation of overlapping and interdependent marketing activities supporting partners’ campaigns, own sales promotions and large 360° campaigns involving all business units. Keeping up the pace of over 40 activations delivered monthly » Gathering and management of multi-million marketing budget allocated into activities of scope ranging from 5k EUR to over 1,5m EUR each. » Planning and execution of the largest corporate marketing and communication projects (Flagship store opening, logistic center presentation for key business partners’ C-level executives and heads of logistics, etc.) » Development of marketing tools and processes for the entire company

Retail communication management of multiple product categories (smartphones, tablets, note PC’s, wearables, accessories); Marketing management of Huawei Experience Store in Westfield Arkadia » Preparation of communication plan and all materials, designed locally or adapted from HQ guidelines through graphic design, production logistics and implementation » Agency management – brief development, bidding process management, daily cooperation, relationship management » Animating internal process optimization by close and efficient communication between separate business units in order to generate synergies » Searching for consumer and business insights to be utilized by different business units » Combining traditional and digital/online assets in order to make consumer journey as intuitive and seamless as possible

Planning and execution of integrated (ATL, BTL, digital, PR, internal communication) marketing campaigns for PZU umbrella brand and individual products through all stages » Launch campaign of PZU’s first e-commerce investment platform inPZU (from strategy through development to closing and post-hoc analyses) » Development and preparation to launch of PZU’s first physical telemetric product – PZU GO » Planning and realization of event for Poland’s largest and fastest growing companies’ executives in NYC in cooperation with the Polish Prime Minister and Goldman Sachs

Leading 360º marketing communication projects throughout all stages (initiation, definition and planning, execution, performance control, closing) for Samsung Home Appliances in Poland: » Supervising of all shopper marketing projects led by other team members in order to guarantee consistency, quality and compliance to highest standards; designing and optimizing working process within the agency and between the agency and Client’s BU (approvals, production, logistics, etc. ) » Strong decision-making support and recommendations for Client thanks to in-depth knowledge of product line-up, key features and market environment

Coordination of communication projects with various goals, degree of complexity and TG. Key Clients: Coca-Cola, Mondelez (Douwe Egberts, Jacobs, Milka), Carlsberg