Nawrot Magdalena

Head of Consumer & Market Intelligence at Heineken Poland

For 15 years has been working in leading FMCG companies on the Polish market with breakthrough consumer programs, building love brands and winning through innovation.

She started her career in 2002 as a Client Sales & Service Executive at ACNielsen Poland, in a couple of months already having responsibility for top clients like Nestle, Frito Lay, Lisner, SCA, TZMO, Mokate, Metsa Tissue.

In 2004 she joined Frito Lay Poland as Market Research Analyst leading & embedding external – focused perspective at Sales Department. After 1 year she got full responsibility for Market Research Agenda at Frito Lay ($200 MM salty snacks business), partnering with marketing director in due diligence process before acquisition of Star Foods. In 2008 she was promoted for Consumer Insights Manager of $250 MM salty snacks business in Central Europe. Reported to General Manager Snacks. Functional manager of 3 research managers in Central Europe (Hungary, Czech&Slovakia, Baltics). She introduced common currency across countries in market measures, consumer tracking and pre-post validation. Focused on best practice sharing (capabilities within research team and support Polish marketing team in serving as center of excellence). Established Shopper Insights function in Frito Lay Poland focused on building win-win relationship with key customers (Tesco, Biedronka, Real).

End of 2011 promoted to Head of Insights role of $530 MM portfolio of PepsiCo products (Beverages and Snacks) in Poland. Managed the team of 6 members responsible for Consumer and Shopper Insights and Business Intelligence and the budget of $3MM. Reported to President of Snacks and Beverage Division Poland. She introduced common currency across businesses (performance understanding based on unified market measures, validation, post launch evaluation). She built fully integrated Insights Snacks and Beverage team, category focused where relevant (consumer insights) and cross-category integrated where more relevant (shopper insights). Focused on synergies identification (common tools, insights travelling between categories, shopper marketing solutions for both categories at POS). Developed insights led portfolio strategy & plan for growth and leveraged consumer and shopper common opportunities after Snacks and Beverage Division merge where relevant (e.g. growing shared Snacks&Beverage occasions)

In  2013 Magda joined Heineken Poland in the role of Head of Consumer and Market Intelligence (business of $ 650 MM in Poland). As of 2015 the role has been broaden for Strategic Pricing & Promotion (from common model in all countries for Consumer and Market Intelligence only). As of 2017 Magda responsibility has been broaden for integrated (together with Consumer and Market) Shopper Intelligence and Category Management. Managed the team of 7 members responsible and the budget of $3MM. Transformed CMI function from data provider to center of consumer and shopper understanding, explaining business performance and delivering actionable recommendation on emerging opportunities. Led cross-functional team (CMI, Finance, Sales, Logistics) for SKU Portfolio Optimization. Led strategic portfolio projects, which contributed significantly to business turn-around in the last 2Y (2016 market share increase vs. 2014: +2.5pp). Led -from commercial side- AP and SP processes, ensuring consistent and performance-based plans for brands and all portfolio, with right focus at the right time for strategic brands.

Magda is a graduate of Warsaw School of Economics (faculty of Marketing and Management, Strategic Management speciality, and International Relationship) and a post-graduate of Latin-American Relationship at Warsaw University.

Her hobby is literature, music, dancing and skiing.