Malgorzata Lubelska

Category & Global Brands CMO @ Asahi Europe & International

About

Global Commercial leader driving sustainable business results through disruptive brand building & industry shaping marketing innovations. 20+ years' experience in brand architecture and portfolio management of international consumer brands. Recognized for developing category, brand and innovation strategies for global businesses of up to 4 b€, managing P&Ls, creating breakthrough innovation, developing and executing Omni-Channel Go to Market Plans in Europe, Asia and Africa with global and regional Marketing Campaigns. Inspiring multicultural teams across continents and hierarchies with passion and courage to create best-in-class marketing solutions when launching and re-positioning consumer brands or opening new markets. Leading data driven marketing transformation & pioneering digital innovations such as NFT's, augmented reality, interactive billboards, and virtual brand experiences to grow brand awareness and customer loyalty. Deep consumer understanding coupled with the ability to deliver change by setting clear strategic direction and robust implementation plans; leading the 4 bn$ international beer brand portfolio to deliver double digit growth at premium profitability. Experienced with leading multi-functional teams in global matrix organizations, integrating teams post-merger, and leading local marketing teams of up to 60 people.

Country

City

United Kingdom

Industry

Internet

Skill

Global Brand Development, Digital Transformation, Digital Marketing Innovations, Omni-Channel Marketing, Global Cross-Functional Team Leadership, Post-merger team integration & restructuring, FMCG, Marketing Management, Customer Insight, Marketing Strategy, Trade Marketing, Brand Management, Management, Strategy, Brand Equity, Brand Development, Segmentation, Cross-functional Team Leadership, Business Strategy, Marketing Research

Experience

Category & Global Brands CMO

Asahi Europe & International

2024-6 - Present · 2 yrs 4 mos

London Area, United Kingdom

Vice President Marketing

Asahi Europe & International

2023-3 - 2024-6 · 1 yr 4 mos

Warsaw, Poland

Chairman of the Supervisory Board

POR - Polska Organizacja Reklamodawców

2023-9 - Present · 3 yrs 1 mo

Client Advisory Board Member

Global CMO, International Brands

The HEINEKEN Company

2019-1 - 2022-12 · 4 yrs

Amsterdam, North Holland, Netherlands

• Leading global expansion of international brands portfolio; driving double digit revenue growth for 4bn € portfolio across Europe, Asia, Latin America & Africa • Agile launch of active lifestyle portfolio of Amstel Ultra in 18 markets; partnering with Rafael Nadal as the first ever global brand ambassador. • Pioneered innovative digital solutions: virtual parties in Europe; interactive Billboards in China; Instagram Augmented Reality Filter & Non-Fungible Tokens in Asia • Expanded Birra Moretti in Europe; developing the most successful global campaign with the best ever LINK test scores; pioneered creating impactful branded content with Amazon Prime; as well as relevant brand activation (Villa Moretti) amplified digitally. • Accelerating Desperados growth in Europe to 15% (2020) & 20% (2021) & expanding to Africa (Ivory Coast & Nigeria); which are the first successful launches beyond Europe.

Head of Marketing, Member of Management Board, Poland

The HEINEKEN Company

2011-8 - 2019-1 · 7 yrs 6 mos

Warsaw Poland

Led the development of Portfolio & Commercial Strategy, doubling Grupa Żywiec profit in 5 years: • Successfully redesigned the portfolio strategy focusing on premium beer & consumer relevant innovations; capturing the first mover advantage to build & lead new segments: flavored beer, radler, craft & disruptive launch of the NO ALCOHOL category replicated globally; • Effectively led digital transformation to build data driven marketing capability & team; • Optimized commercial spend; restructured the marketing team while building relevant capabilities; • Awarded Marketing Director of the Year twice (2016 & 2019) and Grupa Żywiec recognized as the most efficient advertiser of 20 years (EFFIE 2019).