Summary
Overview
Work History
Education
Skills
Languages
Interests
Timeline
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Agnieszka (Aga) Łukasińska

Agnieszka (Aga) Łukasińska

Geneva

Summary

Dynamic and results-driven marketing professional with a proven track record in building brands by aligning core values with strategic business objectives. Experienced in driving brand growth across FMCG, Premium & Luxury Spirits, and Retail sectors, with a deep understanding of omnichannel strategies and consumer-centric approaches. Inspired by exceptional brands I bring modern ideas supporting brand objectives and driving sales value. Experienced in mass market consumer brands, as well as premium and luxury products, across ON-&OFF-premise and e-retail. Product launches, multi-channel communication (ATL, BTL, digital media, PR), events & experiential marketing. Can-do attitude, attention to brand core values, craftsmanship and details. Well fit both in local market and global structures in multicultural environment. Consumer-experience-oriented, proactively seeking market trends and inspirations, ultimately becoming passionate advocate for brand thriving to make a lasting impact.

Overview

17
17
years of professional experience

Work History

METAXA Global Brand Manager

Remy Cointreau EMEA
Geneva
07.2021 - 07.2024
  • Led the creation and execution of a global brand strategy that transformed brand objectives into actionable plans, driving growth through rejuvenation, premiumization, and enhanced market penetration
  • Successfully launched innovative and limited-edition products that captured a younger demographic from competitive categories, achieving 10% of parent variant volume in the first year, fully aligned with commercial objectives
  • Initiatives driving rotation of higher gross margin variants in key channels (+8% 3Y CAGR in peak season, global ave)
  • Establishing relevance & trial among target consumers via On-&Off-premise global guidelines (brand standards and assets for markets to implement while building brand image and driving sales value resulting in consistent implementation across core markets in year 1)
  • Enhanced brand advocacy within the bartending community through three seasons of a global cocktail competition, expanding from 4 to 12 markets
  • Collaborated with top global mixologists (Best50 Bars) to increase brand visibility and influence in local markets
  • Brand execution with in-market sales & marketing teams of the Group and distributors
  • Consumer and market research seeking insights for growth opportunities
  • Effective cross-functional cooperation across the Group located in several countries (packaging, production, supply chain, finance, legal, procurement)
  • Daily cooperation with agencies: strategic, researches, packaging etc
  • Marketing budget management and reporting.

Business Development Manager ON-trade (gastronomy channel)

Remy Cointreau Poland
Warsaw
09.2019 - 04.2021
  • Annual marketing and trade-marketing calendar creation followed by execution in on-trade and e-commerce (portfolio approach with focus on driving brand in peak seasons)
  • Brand trial and consumer experiential tools development and execution (METAXA volume “liquid to lips” program dedicated to pre-defined accounts; the first Louis XIII Cabinets in Poland, 10th globally, driving the most prestigious cognac in the world in market; Mount Gay Rum first summer pop up by in the most traffic sea side resort- negotiations, visibility, brand activation)
  • Education and visibility assets, local POSM development (market accuracy and cost optimization)
  • Flagships management, sales incentives (long term listings and brand activations driving volumes in gastronomy)
  • Mechanics supporting portfolio sales via e-commerce and B2B (key occasions campaigns, online workshops linked with product purchase)
  • Close cooperation with bartending industry (incl
  • Crowdfunding program for bars during Covid lockdowns and trade shows)
  • Close cooperation with distributor and global brand team
  • Marketing budget management and reporting
  • Researches & audits.

Own Brands & Franchise Marketing Manager

SMYK S.A.
Warsaw
05.2015 - 08.2019
  • International franchise expansion and own fashion brand development (long term strategy development incl
  • New positioning and rebranding, new stores formats development)
  • New stores opening support in EMEA (16 new markets in 3 years; brick&mortar and e-commerce; securing proper brand visibility, aligning store planogram, annual multi-channel marketing campaigns execution)
  • Multiple campaigns production (photoshoots, ATL) launching new fashion collections (4 seasons), power period in-store activations
  • Media and industry KOL collaboration, incl.PR mass events (fashion shows, foundations)
  • Managing team of 3 people
  • Talent development program participant (12 people from 2000 organization; omni-channel customer experience project development)
  • Cross-functional cooperation (fashion & non-fashion buyers, operations, virtual merchandising, planning & allocation; suppliers) plus international partners in 20 markets.

Brand Manager Volume (Martini) / Brand Manager Premiums (Grey Goose, Bombay, Dewars)

Bacardi Martini Poland
Warsaw
10.2012 - 11.2014
  • Martini band rejuvenation and volume driving annual marketing calendar creation and execution (global strategy translation, NPD launches, rotation driving programs)
  • Image drive via communication and media: ATL (full 360 campaign including the very first Martini TV campaign of FMCG reach in semi dark market; mass events incl.sponsorships, utylising local and global ambassadors, influencers), BTL (new in-store comms assets and mechanics), PR and social media (calendar execution recruiting young consumers)
  • Premium portfolio drive: Grey Goose vodka (first in market flagship in ON-trade, branding, training, yearly cycle of events building awareness and volume), Whisky portfolio launch in market strategy (OFF-trade and e-retail activations, biggest whisky fesival in Europe)
  • Commercial tools development: active and passive promotions, product trials, POS materials developmnet, sales incentives for bartenders and off-trade partners)
  • Marketing budget management and reporting.

Brand Manager (premium TV channel)

HBO Polska Sp. z o.o.
Warsaw
09.2011 - 09.2012
  • Co-creation and implementation of annual HBO strategy, focus on media campaigns
  • Co-operation with internal departments and external partners (agencies, Polish film society, film & series making industry).

Junior Brand Manager (Pepsi Trade Mark, Lipton Ice Tea)

Pepsi Cola General Bottlers Sp. z o.o
Warsaw
06.2007 - 08.2011
  • Annual marketing agenda co-creation and implementation, activities and budget coordination (ON & OFF-trade) driving distribution & volume plans supported by retailers activations (brand trials, cross-channel promo, value added packs, POSM, incentives programs) and consumers off-take driving activations
  • Biggest project: Pepsi Cola brand re-launch: mass scale activation coverng incl.50 SKUs packaging change, huge New Year's Eve PR event in cooperation with TV station (90k people on spot), wide-reach multi-channel 6 months campaign; and merchandising equipment rebranding (fridges, car fleet, other POSM- 105k outlets nationawide)
  • Flavor NPD launches aligned with global brand team, to execution with local sales team (first in the world launch of Lipton Ice Tea Green Mango variant: nation- wide research, packaging development, assets creation, penetration building
  • Global campaigns adaptation and numerous TVC productions, consumer promotions (volume and image), first brand social media profiles, PR collaborations with inulencers
  • Internal PR function : editor of magazine for employees and Intranet, internal events for 600 people

Education

University of Commerce and Law in Warsaw (Master's degree in Economics- specialization in Marketing)

WSET level 1 spirits

Chartered Institute of Marketing, London (CIM course)

Digital media - PepsiCo international corporate training by Facebook / Google in London

Numerous trainings on art of presenting, researches and insights, project management and stress management

Skills

  • Strategic Thinking and Brand Positioning Development
  • Customer Segmentation
  • 360 Communication and Campaign
  • New Product Development (NPD)
  • Consumer Insights & Market Research
  • Competitor Analysis
  • Project Management
  • Event / Trade Shows Management
  • Partnership Development
  • Proactive Problem-Solving
  • Strong Presentation Skills
  • Storytelling
  • Cross-functional Collaboration
  • Sales Team Partnership
  • Collaborative Mindset

Languages

  • English: fluent (C2)
  • German: basic
  • Polish- mother tongue

Interests

  • SAILING - World exploration through countless sailing expeditions (since the Globe is built of water in 70%), contributor to sailing club with licences, fan of Greek islands and ocean waves
  • PERSONAL DEVELOPMENT and empowerment (energy healing and pragmatic theories)
  • MARKETING FREELANCING- new brands development, concepts & positioning, sales&marketing presentations (snacks&beverages, pet products, loyalty programs, fashion accessories, dietary suplements)

Timeline

METAXA Global Brand Manager

Remy Cointreau EMEA
07.2021 - 07.2024

Business Development Manager ON-trade (gastronomy channel)

Remy Cointreau Poland
09.2019 - 04.2021

Own Brands & Franchise Marketing Manager

SMYK S.A.
05.2015 - 08.2019

Brand Manager Volume (Martini) / Brand Manager Premiums (Grey Goose, Bombay, Dewars)

Bacardi Martini Poland
10.2012 - 11.2014

Brand Manager (premium TV channel)

HBO Polska Sp. z o.o.
09.2011 - 09.2012

Junior Brand Manager (Pepsi Trade Mark, Lipton Ice Tea)

Pepsi Cola General Bottlers Sp. z o.o
06.2007 - 08.2011

University of Commerce and Law in Warsaw (Master's degree in Economics- specialization in Marketing)

WSET level 1 spirits

Chartered Institute of Marketing, London (CIM course)

Digital media - PepsiCo international corporate training by Facebook / Google in London

Numerous trainings on art of presenting, researches and insights, project management and stress management

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Agnieszka (Aga) Łukasińska