Summary
Overview
Work History
Skills
Awards
Education & Training
Disclaimer
Timeline
Generic

Marta Pawłowska

Warsaw

Summary

Accomplished Media Strategy & Operations Lead with 20+ years of experience developing and executing large-scale, integrated media strategies for international brands. Expertise in driving brand visibility, market penetration, and business growth across diverse markets. Skilled in media planning, buying, optimization, and budget management. Recognized with multiple Effie Awards for impactful media campaigns. Experienced in fostering agency partnerships and optimizing media channels in multicultural environments.

Proactive and goal-oriented professional with excellent time management and problem-solving skills. Known for reliability and adaptability, with swift capacity to learn and apply new skills. Committed to leveraging these qualities to drive team success and contribute to organizational growth.

Overview

26
26
years of professional experience

Work History

Client Leadership Role

EssenceMediacom
03.2021 - Current
  • Led comprehensive media strategies for diverse leading brands (e.g., WBD, Van Pur, BSH, Xiaomi), driving their market penetration and media effectiveness across various channels
  • Enhanced media impact and ROI by expanding services to include comprehensive solutions, ensuring optimized media investments and cost efficiency.
  • Łomża "In Your Own Pace" Campaign: Strategically positioned a challenger beer brand through effective traditional media planning, achieving significant market share growth (from 1.6% to 3.6%) with comparatively smaller media budgets.
  • Max Poland Launch (June-August 2024): Orchestrated the multi-channel media launch, leveraging diverse media touchpoints to drive significant subscriber growth and establish strong market presence.
  • Cultivated exceptional client satisfaction (8-10/10), demonstrating strong strategic partnership in shaping brands’ media presence.
  • Led successful new business pitches, winning 2 new clients (Van Pur, BSH) and retaining 2 (WBD, Xiaomi – Xiaomi retained twice).
  • Implemented Agile methodologies for team organization

Client Leadership Role

MINDSHARE
08.2019 - 02.2021
  • Managed integrated media strategies for Unilever, focusing on optimizing media spend for brand growth and market share across traditional and digital channels.
  • Established effective strategic processes for media operations, contributing to revenue growth and improving team efficiency, managing 30 media specialists across all disciplines
  • Negotiated staffing plans and market salaries for a larger team, ensuring optimal resource allocation.
  • Automated budget reporting and competitive analysis for enhanced strategic decision-making and cost control.

Regional HUB Leadership Role

Wavemaker
01.2018 - 07.2019
  • Led Huawei account across 23 markets (CEE, Nordics, Adriatics, Turkey, Canada), acting as a regional HUB
  • Developed and implemented regional media strategies that significantly boosted Huawei's brand awareness and consideration, leveraging diverse media channels.
  • Successfully transformed Huawei's brand perception to a premium market leader, driven by impactful media experiences and strategic media investments. (Effie Awards Winner 2018)
  • Centralized biddable media and integrated SoMe and SEM specialists into the core HUB team, optimizing digital media performance.
  • Negotiated contract terms, establishing remuneration schemes, evaluation, and incentive models, and ensured supervision over delivery of trading goals
  • Managed exponential growth in Huawei's marketing budgets and campaigns, building and leading a dedicated team to execute complex multi-market media initiatives.

Account Leadership Role

MEC
09.1999 - 12.2017
  • Developed and executed integrated communication strategies for diverse clients (e.g., Nestle, Henkel, Novartis, Fortis Bank), creating annual plans, media efficiency evaluations, competition analysis, coordination of activities of partners and specialist departments.
  • Awarded multiple Effie Awards for media effectiveness.
  • Cultivated long-lasting client relationships, successfully retaining key accounts (Henkel, Nestle) through strategic re-pitches focused on media vision and market impact.
  • Going through all levels in media buying / planning / client service

Skills

  • Media strategy development
  • Large-Scale Media Budget Management & Optimization
  • Contract management expertise
  • Adaptation of campaigns for diverse markets
  • Media Analytics & Performance Reporting
  • Cross-functional Team Coordination
  • Market Entry & Cultural Nuances
  • Media Innovation & Trend Analysis
  • Brand Messaging Consistency Across Channels
  • Effective problem resolution

Awards

Łomża (2022, 2023, 2024): Recognized for media effectiveness in positioning a challenger beer brand to achieve significant market share growth with comparatively smaller budgets., Huawei (2018): Awarded for effective media-driven brand transformation, shifting perception to a premium market leader, ultimately surpassing key competitors., BoboFrut (2014): Recognized for a successful media strategy that expanded the target audience, leveraging consumer nostalgia to drive broader consumption and sales., Theraflu (2010 & 2013): Successfully created and dominated a new product category through innovative media approaches, driving significant market share growth., Winiary Pomysł Na (2009): Awarded for outstanding media-led market entry, establishing the brand as a category synonym despite fierce competition and lower budgets.

Education & Training

  • Master Degree, Finance & Banking | SGH | 1993-1998
  • Effective leadership and team management | GFKM | 2006
  • Brand Strategy School | SAR | 2007-2008
  • Active Leadership | 2008
  • Advanced presentation, Kłos Training | 2011
  • EMEA Navigator Bootcamp Strategic process | 2012
  • Future Leader Programme | 2014 - 2015
  • DIMAQ Professiona | 2020
  • Elements of AI for Business, MinnaLearn | 2024

Disclaimer

I hereby give consent for my personal data included in my CV to be processed for the purposes of recruitment.

Timeline

Client Leadership Role

EssenceMediacom
03.2021 - Current

Client Leadership Role

MINDSHARE
08.2019 - 02.2021

Regional HUB Leadership Role

Wavemaker
01.2018 - 07.2019

Account Leadership Role

MEC
09.1999 - 12.2017

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Marta Pawłowska