Katarzyna Gruszka-Mierzwa

Managing Boys Toys portfolio for the region

Responsible for Girls Toys portfolio development
 Designing marketing strategies for emerging markets based on global brand guidelines & foundations
 Managing sales forecasting, pricing process & line selection. On-going cooperation with country teams to achieve consensus.
 Presenting portfolio strategy, line & marketing plan to management, customers, local marketing
& sales teams
 Managing regional marketing team (5 people)
 Being key regional interface between subsidiary marketing, US based brand groups and distributors
 Ongoing market monitoring and the analysis of competition activity, as well as subsequent identification of marketing and growth opportunities. Delivering input for brand development outlines.

 Managing entire Mattel toys portfolio (forecasting, line configuration, pricing)
 Contributing to formulation of strategy and country sales plan as a board member
 Managing marketing team (8 people)
 Creating & implementing marketing strategy
 Managing marketing mix, ATL & BTL campaigns
 Formulating, directing and coordinating marketing activities & policies to promote products and services, working with media house, creative agency, trade marketing manager
 Creating and controlling A&P budget and marketing contribution level
 Cooperation with opinion leaders, experts, celebrities, media

 Defining portfolio & brand strategies for the region
 Business forecasting: value, quota per market
 Development of marketing programs to be executed within the markets
 Managing brand marketing teams in the region (4 people)
 Daily cooperation with global brand teams and local sales & marketing teams
 Ongoing market monitoring and the analysis of competition activity, as well as subsequent identification of marketing and growth opportunities

 Cooperation with regional brand marketing to select the product line for Poland
 Sales forecasting in cooperation with sales manager
 Setting up price positioning for girls toys category
 Product & packaging development
 Developing and implementing marketing plan
 Planning and executing dozens of TV and press campaigns each year
 Preparation of key account promotional plans with sales teams
 POS materials development (cooperation with Trade Marketing Manager)
 Managing brand A&P budgets
 Developing and building strategic alliances with appropriate partners, distributors, customers, opinion leaders, celebrities

 Creating, designing and implementing marketing activities for: neo-angin, Melisana Klosterfrau, Aktiv Kapseln, Propolki.
 Adapting the communication strategy created for Propolki to Baltic countries
 Creating new product concepts & preparing product launch strategies
 Managing the A&P budget
 Conducting market research (quantitative and qualitative)
 Creating market analysis and sales reports (IMS, IMS Data View, Cognos, TGI)
 Supervising PR activities, cooperation with PR Manager
 Preparing POS materials for pharmacists, doctors and patients
 Conceptualized web page design and preparing entire content

 Creating and implementing Public Relations strategy for OTC and RX products for key Clients e.g. MSD Poland (Propecia, Proscar), Mead Johnson Nutritionals (Enfamil Premium launch)
 Coordinating nationwide educational, social actions for MSD company e.g. Polish Society of Glaukoma Preventing („Poland, don’t become blind”), Polish Urologists Society („It is time for an examination, examination at the right time”),
 Designing & implementing PR activities for Pegasus Charity Association („Transport KOŃtrolowany”)
 Managing crisis situations
 Organizing press conferences and trainings
 Conceptualized web page design and preparing entire content of www.karmieniedzieci.pl (Mead Johnson Nutritionals)

 Realizing promotional activities, coordinating BTL activities and managing the key governmental project – Polish Internet Library (www.pbi.edu.pl)
 Cooperating with the media, preparing press materials; giving interviews for nationwide and regional media (live) concerning MNiI activities
 Organizing business and press conferences

- Organizing "Publicon" - the first Polish conference „PR & journalism – cooperation or conflict of interests?"
- Managing press conferences, preparing press kits