Karolina Sudwoj-Nogalska

This position is responsible for managing the combined efforts of 5 functions in the Marketing Communication Department.
Primary role was to organize the work flow of all functions within the Marketing Communication Department as well as define areas for improvement and synergies in DTD work.

Micro-Marketing function: organizing and managing the cooperation and marketing support for distribution channels with primary focus on the branch network.

Achievements: launch of micro-marketing store on P2P platform that allows for more efficient coordination of budget allocation on local level as well as allowed for significant savings creation in print production and distribution.

Media Planning function: design, planning and execution of all ATL communication initiatives for all retail product lines.

Achievements: establishing cooperation with institutions such as PPL (airport branding) and Metro Warsaw allowing for building brand image through precisely targeted channels.
Last year’s 6,06 outdoor campaign that lead to exceeding planned sales results.

Budget Management function: coordination of all marketing budgets for all product lines in retail bank.

Achievements: Structuring DTD workflow, introduction of monthly reviews with product heads that help building awareness and ownership of planned financial commitments.
Opening P2P store that allowed for more efficient coordination of Micromarketing budget allocation.

Consumer Research function: responsible for coordination of all research efforts in retail bank.

Achievements: Effective launch of Bottom-up and Top-Down Net Promoter Score programs in retail bank that put Poland ahead of other markets in Citigroup.
Integration of all research initiatives in one bureau, which gives us better understanding and control over business needs.
Established the importance of research bureau in top management perception. This led to more efficient introduction of new initiatives.
Further development the Mystery Shopper program that supports distribution and allows for evaluating quality of our sales process in retail banking

Internal communication SOK function: responsible for coordination of all internal communication flow in retail bank.

Achievements: Lunch of SOK 2.0 last year and changing its value perception among the frontline. Today this tool is useful and intuitive, which led to improved readership and higher use.

Responsible for addressing both theoretical and practical aspects of courses taught based on literature, current economy findings, research and unique personal business related experience.

All of the assigned courses involved group work and individual assignments, class interactive exercises like mini case studies, and discussions related to audio-visual materials viewed or read in class.
Successfully developed multiple Internet based projects, which not only bring in “practical, real life” business experience to class but also teach students how to find, collect and analyse the right set of information in order to solve the assigned problem.

Courses taught:
1. Introduction to Marketing Management,
2. World Marketing,
3. Advertising Management,
4. Strategic Marketing (Capstone Course, pre-graduation course),

Appointed within the International Business Program a project supervisor/leader and represented UC in multiple exchange programs with our French (ESC Toulouse) and Spanish (ESCS Barcelona) partners. These programs are considered success sources for CBA (UC College of Business and Administration was ranked 79 by Business Week in its Nation Best Business Schools ranking).

Achievements: Received student recognition “Significant Influence on Academic Experience” May 2008.

Lecturing the theoretical and practical aspects of marketing based on literature, current economy findings and personal experience.

Courses taught:
1. Introduction to Marketing,
2. Marketing Management,
3. Consumer Behaviour,
Focused on building a deeper understanding of buyer behavior. This course focuses on the scientific study of people's responses to products and services and the marketing of products and services.
4. Global Marketing,
6. Advertising and Media

Achievements: Received an Award for “Distinguished Excellence in Teaching” in June 2004.
This award is offered based on the student body and faculty nominations, which take into account multiple factors, from class design, teaching effectiveness, student satisfaction, enrolment etc.

Product Manager – Credit Cards

Strategic developments – “Gold Card Program”. This initiative has improved customer perception of the product and further pushed the product share within Citibank’s portfolio by further differentiation of the card.

Involved in an introduction of the Retention Unit for all Citibank’s products in July 2001. The Unit managed a retention program for credit cards that was based on cards profitability levels.

Responsible for development, execution and evaluation of month-on-month promotional activities; including sales support based on information from the field.

Responsible for assigned products’ financial performance.


Communication Manager

Strategic developments – Developed strategic communication for Personal Instalment Loan.

Responsible for development of new media mix for the product. Personal Instalment Loan was the first such product to be advertised on TV in Poland. The campaign has significantly increased sales in the following periods (First Citibank’s TV appearance in Poland).

Led external market communication development for the CitiGold customer segment.

Worked with the team responsible for creation and execution of the communication strategy for the Citibank Bank Handlowy merger.

This comprehensive project covered all aspects of a new strategy development; from initial analysis and research to final implementation of the new positioning and branding.

Managed cooperation with advertising agency (Y&R) and other suppliers (respective products).
Coordinated work of other team members.
Planned and executed the yearly communication budget for respective products.

Led multiple marketing trainings for new hires in the Sales Department

Responsible for development and execution of strategic media plans for multiple key accounts. The primary goal was to gain competitive advantage in the highly cluttered media market based on detailed competitive and media consumption analysis.

Supported development of creative communication strategies for Clients’ products.
Supervised buying process for all respective Clients.
Planned and supervised budgets. Managed multimillion-dollar accounts.

Member of the New Business team. Personally led a pitch for a number of multi-million dollar accounts.
Managed work and developed skills of media planners and buyers working in the team.

In charge of new employees and Clients (on request) trainings – “Media Strategy Creation” and “Media Planning and Buying”.

Worked on the following accounts:
Ford Motor Company,
Gillette: Duracell,
Mattel: Barbie and Matchbox,
Chipita: sweet snacks,
Starfoods: salty snacks,
Klosterfrau: Melisana,
Kamis: all products

Achievements: Recognized for effective team building practices as well as developing and maintaining harmonious and mutually rewarding relationships with respective clients.

Handled business of multiple network agencies and individual clients. Managed portfolios accounting for $ 15MM.

Developed and strengthened cooperation with respective network and individual clients

Participated in negotiations with current and new clients.

Coordinated market research geared at defining areas of interest for the organization.

Developed drafts for promotional campaigns of exhibitions and other events.

In charge of relations with consultants and international organizations.

Achievements: successfully initiated 3 out of 12 events that filled the annual exhibition calendar. Biggest success events: EcoEnergy and InterBaltic.