Arek Więckowski

• Led global product launches and communication development: consumer insight, concept definition, fragrance selection, pack design, line up, 360° communication (ATL, BTL), in-store materials, customer commercial tools.
• Led global commercial innovations to support the brand: 360° communication, commercial tools, gift sets, gifts with purchase, in-store.
• Brand management: continued building equity and visual identity of the brand, defined consumer insights, designed holistic marketing mix.
• Managed the multifunctional team (15+ people), cooperated with the brand licensor - 007 movie producer, multiple agencies and suppliers.
• Managed the budget of 3 million EUR+ for central marketing spending.

• Led the biggest regional re-stage of mid-tier hair brands: Wash&Go, Shamtu, Blendax and turned around the decline into double digit growth.
• Led new product development and launches for mid-tier brands based on consumer insights: product benefit, ingredients selection, pack design, line up, 360° communication development (ATL, BTL), in-store materials.
• Persuaded and executed first hair treatments launch in mid-tier hair care.
• Renewed brand equity and defined and updated visual identity for Wash&Go, Shamtu and Blendax.
• Defined and aligned premium hair care portfolio strategy and a winning business model for the launch (Fekkai, Vidal Sassoon).

• Led CEEMEA launch and expansion for a hair care brand Wella Pro Series.
• Developed a complex regional go to market strategy: 17 markets with different launch plans, product line up, pricing positioning and communication support.
• Led regional communication materials development with focus on digital, in-store and PR.
• Responsible for key business deliverables: market shares, P&L, media results, trial, forecast, volume building blocks.

• Independently led and executed monthly promotion activities in hair salons from concept development to in market execution: briefed promotional materials, aligned plans with General Manager, managed the budget, analyzed post promotion results.
• Coordinated product overlabelling process, cooperated with internal departments and external agencies and printers.

• Co-developed strategic recommendations for a financial services provider entering Poland and Czech Republic with their savings offer.

• Independently led a cross-functional project for Cif and Domestos: analyzed sales growth opportunities in supermarket channel and recommended improvements for the company’s portfolio to General Management.
• Analyzed various sales data, cooperated closely with sales department; spent one month in field with sales representatives.

• Coordinated independent projects: published folders, led MMS and Voice Added Services promo activities
• Fully led the pre-paid offer website updates (articles, visuals, banners).
• Conducted mobile market analysis for a Marketing Director.

• Developed marketing strategy elements: analysis, competition analysis,
demand and supply analysis.
• Participated in sales process for various clients (offers development).