I work across branding, marketing, and business strategy — helping gastronomy & hospitality and modern lifestyle brands create stronger emotional connection and clearer positioning.
My background combines communication, marketing, management and consumer psychology. I approach branding from both creative and strategic perspectives — what a brand feels like is inseparable from what it does for the business.
Europe-based franchise group. Led marketing across three concepts: Dobro&Dobro coffee chain, Sushi:Sushi cafes, and Prosecco Oyster Bar.
Strategy, brand positioning, organic social growth, PR & outdoor campaigns, sales-focused activities, restructuring marketing processes. Awarded Best Marketing Strategy at Warsaw Food Business Awards 2021.
Gijón Surf Hostel · Veranera Hostel. Clarified visual communication, customer experience narrative, and brand atmosphere for two gastronomy & hospitality houses on the Spanish coast.
Volunteer content strategy for an animal-shelter fundraiser. "Animal March" raised over £20,000.
Hot Spot Cafe. Redefined brand voice and emotional positioning. From cold and lifeless to a brand with a mission, a metaphor, and a recognizable warmth.
Wow Body Slim. Restructured team responsibilities, introduced planning & reporting, drove sales strategy. +20 / +40 / +40 / +20 % month-on-month in the first quarter.
Branding is rarely just one thing. I shape voice, visuals, content and direction as one system — so the brand feels coherent and the business moves coherent.
Naming, positioning, identity, voice. A brand that customers can recognise across every surface — and that the business can scale from.
Strategic value · clarity, premium perception, pricing power "To be felt before it is read."Posters, menus, banners, social visuals. Communication that translates business intent into emotion the customer can see.
Strategic value · attention, comprehension, conversion "A glance is a decision."Voice, narrative, content rhythm. Less posting, more presence — turning channels into the brand's clearest emotional surface.
Strategic value · loyalty, community, organic reach "What the brand sounds like when it's not selling."Repositioning, voice rewrites, marketing audits, business development. Sitting beside founders to find what the brand should actually mean — and what it should stop doing.
Strategic value · alignment, growth, intentional decisions "Less, but more on purpose."Each project below is told the way I think — challenge, emotional direction, strategy, execution, outcome. Imagery and additional case material will be added as projects are finalised.
The franchise contract was ending — a moment to build something completely new. A new name, concept, colors, and full design direction, trusted entirely to me.
Tasks: make it a place to stay, not just pass through · emphasise breakfast, not only coffee · give it a younger energy · feel nothing like before.
Rozmownia — Polish for "a place for conversations" — anchors the brand in the simple ritual of being in conversation over breakfast. Colour shifted from orange to blue. A caricature of speaking lips suggests informality and pulls attention. We redesigned not just the logo — the interior, crockery, and greenery all followed.
Logo
Brand colours
Led marketing across three concepts: Dobro&Dobro coffee chain, Sushi:Sushi Cafes, and Prosecco Oyster Bar — covering strategy, brand positioning, organic social, PR & outdoor, and the analytics layer underneath.
Built the marketing structure from zero, grounded in analytics. Maintained seasonal and PR campaigns; developed strategies across different client and product segments.
Launched the opening campaign and built the marketing strategy to give the brand a strong start. Shaped the brand's communication style and social media identity — see more in the SM section.
Gave the brand its voice and visual style in social media. Trained the team in sales techniques and drove the opening campaign.
Warsaw Food Business Awards 2021 — Best Marketing Strategy of the Year. PR campaigns expanded into tram and bus advertising and citylight campaigns across Warsaw.
Best Marketing Strategy · 2021
No brand voice, no mission, no marketing structure. A cafe that was beautiful but cold — lifeless on its own surfaces. No analytics foundation to build on, no sales audit, no manager mentoring, no goal visibility for the team. A business running on instinct with no system underneath.
The sloth became a metaphor: rest from Warsaw's culture of relentless productivity. A clear mission, warmer visuals, a fundraiser for sloths from Costa Rica. Personal communication that gave the brand meaning — and made customers stay close to it.
Beyond the brand, built the sales operation: trained the team on sales techniques, motivation, and performance tracking; mentored managers on structuring their workflow around three monthly targets — revenue, average bill, and transaction count — with real-time correction, not post-mortem reviews. Introduced a Sales Achievement Tracker that made goals visible across the whole team, and a Pricing & Savings Guide to help baristas clearly communicate set value to customers.
Restructuring team responsibilities, implementing planning & reporting systems, building sales strategy, optimising performance — turning a beauty brand into a measurable operation.
Month-on-month growth after introducing the new system and communication discipline.
With the team
Restructuring system
Work calls · remote collaboration
A small shelter on a small island, asking a big internet for help.
Volunteer-built. Underseen. Worth saving.
Move your body, connect with nature, and turn everyday kilometres into lifesaving impact for rescued animals.
Dynamic shots for attention, own example for action, funny motivation to keep going!
"Swim like a determined salmon, galop like a majestic horse."
Take a look of how we were finding partners and collaborating on the Animal March project.
"The march never stopped scrolling."
A real march, a real island, a real shelter — and a community that walked it together.
"Strategy is what gives empathy a place to land."
Across gastronomy & hospitality, the work has been the same in shape — finding voice, clarifying visual language, and shaping content the customer wants to stay close to. The deck below walks through how I approach it.
