Marketing teams that work better

improvement in Meta Brand Lift results

Neurons and better campaign planning

The challenge

Improve ad recall, brand awareness and purchase intent in campaigns on Meta.

My role

I introduced Neurons and campaign planning scenarios, connecting creative development with data.

What changed

I introduced a tool and planning scenarios that helped improve the structure and memorability of ad creative.

The result

Average Brand Lift results improved by 30-100% across ad recall, brand awareness and purchase intent.

Comparison: January-June 2025 compared with June-December 2024.

of campaign planning, 40% faster

A shared SOEP planning model

The challenge

Reduce planning time and connect teams that previously worked without a standardized campaign planning process.

My role

I designed a model connecting media, advocacy and communications agencies with brand, digital and trade teams.

What changed

I brought Social Listening, Owned, Earned and Paid into a process informed by consumer insights and campaign claim testing.

The result

Campaign planning took 60 days, a 40% reduction from the previous approach. The shared process improved collaboration and communication.

Comparison: Baseline: campaign planning before a standardized process was introduced.

and 7 agencies → 1 lead partner in 3 years

Transforming advocacy operations

The challenge

Reshape advocacy operations and clarify roles, resources and agency partnerships.

My role

I led the advocacy agency selection process and redesigned the team structure and responsibilities.

What changed

I defined needs, budgets, responsibilities and roles, then repeated the work following changes at headquarters.

The result

The operation grew from 3 to 14 FTE, with 7 agencies consolidated into 1 lead partner. The organization became a leader in influencer marketing in Poland.

an e-commerce partner selected under time pressure

Choosing an e-commerce agency

The challenge

Find the right partner quickly for a strategic e-commerce initiative with a complex brief and high expectations.

My role

I led the agency selection process to find a partner suited to the organization’s needs.

What changed

I structured the selection around project requirements, the scope of work and the organization’s expectations.

The result

The organization continues to work with the chosen agency and achieves record results year after year.