Rafal Kochanski

  • Warsaw, Poland
  • +48 603 764 111
  • rafal.kochanski@gmail.com
Rafal Kochanski

Head of Marketing

Work History

Work History
Jul 2013 - Present

Head of Marketing

Makro Cash & Carry

Key responsibility – Lead of Business To Consumer Marketing – responsibility for the total business result, mainly behind customer life-cycle model including new customer acquisition, frequency driving and building the image of preferred shopping place.

  • Results - minimized the declining trend from double digit in 2013 almost to stable vs. LY today, behind tools such as acquisition campaigns, call-center, direct marketing, loyalty programs, targeted marketing, TV sponsoring, lotteries, promotion campaigns, digital as well as broad reach TV campaigns.

Lead of digital presence – website, campaigns, SEO, SEM, e-mailing, social media.

  • Results - 10% annual website traffic growth, 25% e-mailing effectiveness growth (OR and CTR), 5x Facebook efficiency growth (engagement).

Supervision of marketing budget - supervision of planning and controlling of marketing spending.

  • Results -  double digit % savings recognized and implemented.

    Budget closing with 98%+ accuracy.

People management – a team of 20+ people, with 3 direct reports – Marketing Managers. Leader of Cross Functional Team working on development of B2C customers.

  • Results - Employee Engagement Index growth from 25% when taking over the team to 72% next year. Established strong Leadership Team for the function (3 managers) and stabilized high people rotation ratio. Successful recruitment, promotion, implementation of improvement plans and termination.
Sep 2012 - Jun 2013

Marketing Manager

Makro Cash & Carry
Apr 2011 - Aug 2012

Brand Manager Cat Single Serve (Whiskas, Sheba, Kitekat)

Mars Petcare

Key responsibility - daily business management – leadership of no.1 priority for Mars Petcare – Cat Single Serve.

Development & implementation of strategy for the Polish market; product portfolio management (new product launches, portfolio optimization); P&L management (increasing profitability).

  • Results - sales trend improvement – from long-term (last 12 months) flat sales back to growth (almost 10%) in the last months. Value share trend improvement – from long-term (last 12 months) decline back to growth – slightly above 0ppts in the last reading.

Supervision of marketing activities (ATL&BTL) – supervision of media plans creation; holistic mix development - TV copies, print, digital.

  • Results - Leadership in share of voice in the category (85:15 vs. competition); TV copies tested as strong in NextTV – Whiskas Delice strongest ever copy on Whiskas in Poland; Bronze Effie Award 2012 for Whiskas Delice product launch.

Supervision of trade marketing activities – dedicated offers for top customers (non-standard packs etc.), dedicated activities for top customers (animal days, contests); supervision of category management (listings width & depth, shelf management).

  • Results - Incremental sales from dedicated offers (e.g. 30% incremental sales on Sheba in Tesco behind dedicated pouch line). Incremental sales from dedicated activities (e.g. Cats’ Day in Rossmann with sales ix 170 vs. YA).

Supervision of brand budget – supervision of planning and controlling of media and promotion spending.

  • Results - budget closing with 98%+ accuracy.

People management – one direct report – Junior Brand Manager; leadership of multifunctional Cat Single Serve project aimed at engaging the company to win in Cat Single Serve.

  • Results - Positive feedback from subordinate and superior - key strengths as superior: proactive drive for developing people, not being afraid to delegate authority & responsibility, providing support when & where needed.
Jul 2010 - Mar 2011

Brand Manager Skin Care, Colorants, Styling

Procter & Gamble

Key responsibility - daily brand management – responsible for Olay relaunch in Poland; co-creation and introduction of brand strategy; setting business objectives (including sales level); co-creation of trade strategy; product portfolio management (new product launches); supervision of market research.

  • Results - value sales up by over 200% as of relaunch; value share up by almost 50% to highest ever level (share data available later than sales – no latest share data with full effect available before my departure from the company).

Supervision of marketing activities (ATL&BTL) – reestablishment of the brand in the Polish market with holistic media mix; first celebrity use on Olay in Poland.

  • Results - brand awareness up by over 50% (from less than 10% to almost 20%).

Supervision of trade marketing activities – co-creation (with sales department) of new sales organization for beauty products in traditional trade; lead of in-store beautification in modern and traditional trade .

  • Results - weighted distribution in traditional trade increased by 50% (from 40% to 60%) driving record sales in this channel; in-store beautification implemented in selected top chains resulting in significant uplifts (over 10% vs. stores w/o beautification).

Supervision of brand budget – supervision of planning and controlling of media and promotion spending.

  • Results - budget closing with 98%+ accuracy.

People management – three direct reports – Associate Brand Manager; leader of two multifunctional category teams including trade marketing, finance, product supply, demand planning, market research, communication, PR.

  • Results - positive feedback from all subordinates and from superior - key strengths as superior: proactive drive for developing people, not being afraid to delegate authority & responsibility, providing support when & where needed.
Jul 2008 - Jun 2010

Associate Brand Manager Oral Care (blend-a-med, Oral-B)

Procter & Gamble
Jun 2006 - Jun 2008

Associate Brand Manager Baby Care (Pampers)

Procter & Gamble

Education

Education
2005 - 2006

Student Exchange - Marketing & Management

Singapore Management University
2002 - 2007

MA Marketing & Management

Warsaw School of Economics

Languages

English - fluent

German - intermediate (used to be advanced, can come back to this level in short time)

Spanish - intermediate (used to be advanced, can come back to this level in short time)

OTHER

Qualified trainer - “Effective Presentation Skills” training

Academic - co-creator and leader of P&G sponsored “Brand Management in a Multinational Company” course at Warsaw School of Economics (SGH)

Effie Award Winner - 2012 Bronze Effie for Whiskas Delice launch

INTERESTS

Engaged traveller

Visited 30+ countries, at least one long-distance and one mid-distance trip per year, favourite destinations – South-East Asia, South Africa, Europe http://www.tripadvisor.co.uk/members/kamczan

Absorbed movie-goer

Fan of Hollywood action movies, European comedies and Polish dramas                                                                               https://www.flixster.com/user/801389030/ratings   http://www.filmweb.pl/user/kamczan/films

Passionate foodie

Tried hundreds of dishes around the world, participated in 10+ cooking classes, learnt to do many food products at home, hooked in slow-food burgers trend - started my own ranking  for burger bars in Warsaw on Facebook with 3000+ posts reach (without ad support)                               https://www.facebook.com/SubiektywnyRankingWarszawskichBurgerowni

summary

I am a passionate marketing and business professional with broad experience in leading business projects and complete marketing processes, from understanding of customers’ needs and insights, through concept development, to 360 degrees execution across media. Having managed product portfolios and customer groups, I have a solid background in business management. My roles have exposed me to supervision of high marketing budgets (PLN 50m+) and leadership of big teams (20+ people). I always act based on objectives and focus on delivering results, which is why I have a proven track record of delivering and over-delivering targets.

 

In private life, I am a person of many interests, dedicating most of my free time to travel, food and movies – please see “Interests” section for details.