- Coaching
- Yoga
- Gardening
- Tourism, hiking
- Biking
- Playing the piano
- Baking the cakes
Edyta Brykalska
Brand Strategy Manager
Profil zawodowy
I am ambitious and have extensive professional experience in four departments: Sales, Trade Marketing, Marketing, and Consumer Strategy. I have strong analytical skills and the ability to think strategically. I am responsible, independent, creative, and calm under pressure. I have strong personality, a willingness to make decisions and recommended actions, communication skills and the ability to collaborate with various departments (including sales and logistics). Building relationships within a team and the opportunity for continuous development are important to me at work. I enjoy learning new things and taking on new challenges. I am optimistic and have a sense of humor.
Podsumowanie
28
28
years of professional experience
7
7
years of post-secondary education
Doświadczenie
Brand Strategy Manager
Żabka Group
Poznań
06.2023 - Current
- Private Labels portfolio managemnt (revised of curent portfolio, implemented new strategy and development directions, launched new brands)
- Established international Private Labels portfolio (e.g. Romanian market)
- Revised and implemented a new NPDs process
- Initiated work on improving the effectiveness of NPDs implementations in key Private Labels.
Brand Manager
The Lorenz Bahlsen Snack World
Poznań
07.2021 - 11.2022
- Monitored and reported on brand performance metrics, providing insights for continuous improvement.
- Conducted competitors analysis to identify market opportunities and refine branding strategies.
- Relaunched packaging, launched NPDs in Limited Edition in cooperation with WOŚP and PO'AND'ROCK, in-out offer dedicated to key customers: Biedronka, Lild, Żabka
- Developed and introducted of new ATL communication
- Collaborated with cross-functional teams to align brand messaging across all platforms, fostering consistency.
Senior Product Manager
Terravita
Poznań
02.2020 - 02.2021
- Acted Marketing Manager for 7 months, managed 3persons team responsible for Brnad marketing, Private Labels, Trade marketing activieties, PR, Social media and local activities e.g. sprots events sponsorship.
- Execute repositioning Terravita Brand, product launches, meeting project timelines and budget constraints.
Brand Manager
NIVEA POLSKA
Poznań
06.2017 - 06.2019
- Developed and implemented product strategy for NIVEA MEN inluding ATL & BTL activities, Sports sponsorships ( cooperation with Real Madrit) and launching NPDs
- Monitored and reported on brand performance metrics, providing insights for continuous improvement.
- Launched Hidrofugal (specialized deodorant) new brand on Polish market.
- Cooperated with: media houses, creative agencies, PMA agency; digital team, PR, sales, trade marketing, controlling, purchasing and logistics departments
- Cooperated with the EE region in Vienna and the headquarters in Hamburg.
Senior Product Manager
Bakalland S.A. (Delecta S.A, Rieber Foods Polska S.A.)
Włocławek
04.2012 - 12.2016
- Analysed market trends and consumer behaviour to inform adjustments in branding strategies.
- Repositioned Delecta brand to increase brand equity
- Developed and implemented brand strategies, aligning with company objectives to increase market share and brand awareness
- Cooperated with: media houses, creative agencies, PMA agency
- Cooperated with R&D, Sales, Trade Marketing, PR, Digital, Controling, Purchasing, Logistics and Legal departments.
- Cooperated with Marketing Team in Toro (Norway) and Vitana (The Czech Republic) part of Rieber&Son.
Product Manager
Rieber Foods Polska S.A.
Włocławek
09.2006 - 03.2012
- Analysed sales and market data to identify trends and opportunities for product improvements.
- Established performance metrics to evaluate product success, leading to data-driven decisions for future NPDs (lauching and tailcutting)
- ATL & BTL activities
- Cooperated with: media houses, creative agencies, PMA agency
- Cooperated with R&D, Sales, Trade Marketing, PR, Digital, Controling, Purchasing, Logistics and Legal departments.
- Participated in Rieber Branding School
Trade Marketing Specialist
Rieber Foods Polska S.A.
Włocławek
12.2005 - 08.2006
- Created and impelmented trade support in Modern Trade (Hyper and Supermarket) including POS, tastings, sampling, promotional packages, merchandising standards.
- Cooperated with merchandising and creative agencies
- Cooperated with Marketing and Sales departments
- Participated in industry events and conferences
Key Account Manager
Rieber Foods Polska S.A.
Włocławek
05.2005 - 11.2005
- Implemented of sales plans, promotional activities, listing of new products, enforcement of merchandising standards Delecta and King Oscar brands in key customers: Kaufland, Intermarche, Selgros, miniMal, Eurocash C&C.
Regional Sales Manager
Forte Sweden Sp z o. o.
Poznań
10.2002 - 05.2005
- Managed a team of 7 Sales Representatives, implementing sales and promotional plans across ¼ of Poland in the traditional trade channel.
- Monitored sales team performance and provided training to help reach targets.
Sales Representative
Forte Sweden Sp z o. o.
Gdańsk
10.2001 - 09.2002
- Implemented sales targets and promotional plans for on-line, Mrs. Potter's H2O cosmetics in the Greater Poland, Pomeranian, and West Pomeranian Voivodeships through the Traditional Trade channel.
- Actively acquired new customers and maintained relationships with existing ones.
Key Account Sales Representative
Dr Oetker Sp. z o. o.
Poznań
10.2000 - 09.2001
- Implemented sales targets , promotional plans an merchandising standards for Dr.Oetker and Pizza Riga in the Greater Poland and West Pomeranian Voivodeships through the Modern Trade channel.
Merchandiser
Bestfoods Polska Sp. z o. o.
Poznań
10.1998 - 09.2000
- Participated in the implementation of sales and promotional plans for the Knorr, Amino, and Hellman's brands.
- Implemented of merchandising standards in the Greater Poland, West Pomeranian and Kuyavian-Pomeranian voivodeships in the modern trade channel.
- Managed relationships with key clients and building long-term partnerships.
Wykształcenie
Postgraduate - Coaching
Adama Mickiewicz University
Poznan 10.2016 - 06.2017
MBA -
University of Economics / Georgia State University
Poznan / Atlanta 10.2009 - 06.2011
Master's degree - Political Science, European Administration
Adama Mickiewicz University
Poznan 10.2003 - 06.2005
Bachelor's degree - Political and social sciences, Political marketing
University of Management and Banking
Poznan 10.1998 - 06.2001
Umiejętności
- MS office
- Driving license B & A
- Strong analytical skills
- Result-Oriented approach
- Brand equity enhancement
- Product portfolio strategy
- Innovation fostering
- Budget planning and control
Zainteresowania
Languages
English
Upper intermediate
B2
German
Elementary
A2
Oś czasu
Brand Strategy Manager
Żabka Group
06.2023 - Current
Brand Manager
The Lorenz Bahlsen Snack World
07.2021 - 11.2022
Senior Product Manager
Terravita
02.2020 - 02.2021
Brand Manager
NIVEA POLSKA
06.2017 - 06.2019
Postgraduate - Coaching
Adama Mickiewicz University
10.2016 - 06.2017
Senior Product Manager
Bakalland S.A. (Delecta S.A, Rieber Foods Polska S.A.)
04.2012 - 12.2016
MBA -
University of Economics / Georgia State University
10.2009 - 06.2011
Product Manager
Rieber Foods Polska S.A.
09.2006 - 03.2012
Trade Marketing Specialist
Rieber Foods Polska S.A.
12.2005 - 08.2006
Key Account Manager
Rieber Foods Polska S.A.
05.2005 - 11.2005
Master's degree - Political Science, European Administration
Adama Mickiewicz University
10.2003 - 06.2005
Regional Sales Manager
Forte Sweden Sp z o. o.
10.2002 - 05.2005
Sales Representative
Forte Sweden Sp z o. o.
10.2001 - 09.2002
Key Account Sales Representative
Dr Oetker Sp. z o. o.
10.2000 - 09.2001
Bachelor's degree - Political and social sciences, Political marketing
University of Management and Banking
10.1998 - 06.2001
Merchandiser
Bestfoods Polska Sp. z o. o.
10.1998 - 09.2000