ELŻBIETA HELMAN - PAZDEJ
Warszawa
Summary
Experienced in sales and marketing management within international markets, including Polish, German, Dutch, British, Lithuanian, Czech, Slovak, Romanian, and Scandinavian markets. Achieved a sales revenue of 5M euros in 2024. Recognized for implementing multiple product and technological innovations. Specializes in loyalty building, client retention, and sales development in both B2B and B2C settings. Leads innovative digital marketing and customer management projects using CRM technology. With 20 years of experience in building and implementing business development strategies for international companies in the B2B and B2C sectors. A successful marketer who runs profitable digital campaigns to acquire new clients through a customized approach, daily analysis of monetization metrics, and continuous improvement efforts. A consistent, ambitious, and charismatic leader who achieves personal and team goals by increasing sales and retaining customers. Expertise lies in strategies that encourage client loyalty through positive brand experiences, loyalty programs, dynamic remarketing, and post-purchase follow-up.
Overview
24
24
years of professional experience
1
1
Certification
Work History
International Sales Team Leader /Manager, Loyalty Programs
EWL Group
03.2023 - Current
- Establish and manage an international sales team to develop sales of EWL Group's recruitment services (subordinate markets: German, Dutch, British, Czech, Slovak, Lithuanian, Romanian, Scandinavian).
- Execute individual and team sales plan (my achievement: 5M euro / year).
- Implementation and ongoing management of Lead Management Program to acquire new B2B clients and increase sales of recruitment services.
- Planning, implementation and ongoing execution of loyalty program (dedicated to B2B and B2C customers).
Head of Customer Programs Division
AXA Poland S.A. (currently UNIQUA Group)
01.2010 - 09.2019
- Planning, implementing, and managing regular digital campaigns to acquire, retain, and increase customer value to drive business growth.
- My achievements: 30,000 new customers acquired annually (with 67% conversion from qualified lead to active customer) and regular acquisition cost reduction of 25% - 30% annually.
- Thanks to my achievements, the AXA (now UNIQUA Group) branch in Poland was an expert in LM and a defined European benchmark.
- I shared the developed know-how with AXA managers from other markets (I prepared and conducted dedicated and regular workshops).
- My own concept of the Lead Management Program won the annual European AXA “Innovation awards” competition beating many other initiatives from other markets.
- Creating and implementing a loyalty program based on regular communication, strengthening customer engagement, education and post-sale activities.
- My achievements: reducing customer churn from 50% to 30% and increasing overall satisfaction and loyalty from 50% to 70%.
- Launching an e-commerce channel. After creating a dedicated e-shop for AXA products, I designed and implemented the marketing module of the CRM system and created a CC team that generated 25%-30% of the company's annual sales.
Customer Relations Manager
Wolters Kluwer Poland
03.2008 - 02.2009
- Build and implement a new sales management strategy (based on CRM methodology).
- After the business design of the marketing and sales module of the SAP CRM tool (in cooperation with SAP consultants), I implemented a sales management concept based on business development opportunities in long-term relationship building from the moment of client acquisition, concluding the first sale, to up-sell, cross-sell, customer retention and making the client a brand ambassador.
- With this implementation, I provided managers with full monitoring of all planned and established clients contacts by their subordinate sales representatives and increased the efficiency of their work.
- The result was an increase in the conversion rate (from potential client to client) of about 40%, an increase in cross-sell and up-sell to 30%, and retention of 35% more clients than before.
- Prepare and implement a change management plan to support the implementation of the new sales management strategy (as part of an internal communication campaign, I created an educational and informative website for all Wolters Kluwer employees and partners).
- Development and implementation of a support program for Regional Sales Managers, along with a series of training courses on ongoing work with new business requirements and operation of the new IT system (SAP CRM).
Head of Marketing / Brand Manager
Sodexho Motivation Solution
03.2005 - 02.2008
- Building and implementing a business development strategy for the company
- As a result of searching for new sources of revenue for the company I developed and implemented a couple of profitable projects:
- Attractive 'SMART' promotion program for clients, on the one hand it supported sale of the main product being its added value, on the other hand it was an additional source of revenue generated by the partners taking part in the program.
- Innovative project: 'Couponing' using the business partnership strength with thousands of customers it created a new, complex service of preparing and performing product sales promotion for clients.
- Expanding the company's existing product portfolio with additional services (including comprehensive consulting on the creation of loyalty programs, preparation of tailor-made promotion programs, personalization and packaging, etc.), resulting in a 20% year-on-year increase in revenue from sales of the main product.
- Building and executing a marketing and sales strategy for different product categories. Including planning and implementing digital and traditional marketing activities, organizing clients promotions and training sales representatives.
- Developing high-performance know-how for managing marketing and sales campaigns, recognized as Sodexo's global benchmark, and instructing managers from various markets during periodic management training sessions.
- Building and managing sales campaigns using the CRM system, including the management of customer retention programs, through which the company recorded a steady increase in loyal customers of about 15% per year.
- Managing the marketing budget.
- Managing a team of 30 people (e-commerce sales representatives, Product Specialists, Analysts, Promotion Coordinators).
Specialist, and then (from January 2004) Customer Relations Chief Specialist
Sodexho Motivation Solution
01.2001 - 02.2005
- Creating the concept of the CRM system, and then leading the project for its implementation and cyclical management of marketing campaigns.
- Preparing and implementing a loyalty program for strategic clients - “VIP Program Sodexho Pass”, as a result of which the retention level of the company's strategic clients increased by 30% in the first year and did not decrease in the following years.
- Preparing and conducting periodic market analysis and clients research.
Education
Higher - Postgraduate - Postgraduate studies - Academy of Professional Investing, Institute of Corporate Finance and Investment.
Warsaw School of Economics
06.2014
Higher - Master degree - Faculty of Entrepreneurship and Administration, Master of Entrepreneurship and Business Administration
Wyższa Szkoła Biznesu - National Louis University
06.2001
Higher - Bachelor degree - Faculty of Entrepreneurship and Management, Bachelor of Business Administration, holding Certificate in Business Administration
Wyższa Szkoła Biznesu - National Louis University
06.1999
Skills
- Ability to recognize business development potential
- Sales and negotiation skills
- Strong communication skills
- Goal-oriented / problem-solving skills
- Presentation skills
- Project management
- Ability to build and execute marketing and sales strategy
- Customer Relationship Management skills (excellent knowledge of tools: SAP, Salesforce, Hubspot, Tableau, etc)
- Team management
- Data analysis and interpretation skills (Analytics of market data, customer data from CRM, Digital analytics such as Google Analytics, etc)
- Strategic digital thinking (Conversion Rate Optimization, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Email Marketing, Social Media Marketing, etc)
- In-depth knowledge of traditional and digital marketing (e-commerce, blogging, social media marketing, etc)
Certification
- Google Digital Marketing & Ecommerce Professional Certificate, 08/01/22
- PMP (Project Management Professional) Certificate, 09/01/02
Languages
English
Spanish
German
Personal Information
Date of Birth: 12/19/76
interests: capital market, alternative investing, new technologies.
I have had a deep interest in the capital market, alternative investing and new technologies like AI, robotics, etc. for the past 15 years.
Timeline
International Sales Team Leader /Manager, Loyalty Programs
EWL Group
03.2023 - Current
Head of Customer Programs Division
AXA Poland S.A. (currently UNIQUA Group)
01.2010 - 09.2019
Customer Relations Manager
Wolters Kluwer Poland
03.2008 - 02.2009
Head of Marketing / Brand Manager
Sodexho Motivation Solution
03.2005 - 02.2008
Specialist, and then (from January 2004) Customer Relations Chief Specialist
Sodexho Motivation Solution
01.2001 - 02.2005
Higher - Master degree - Faculty of Entrepreneurship and Administration, Master of Entrepreneurship and Business Administration
Wyższa Szkoła Biznesu - National Louis University
Higher - Bachelor degree - Faculty of Entrepreneurship and Management, Bachelor of Business Administration, holding Certificate in Business Administration
Wyższa Szkoła Biznesu - National Louis University
Higher - Postgraduate - Postgraduate studies - Academy of Professional Investing, Institute of Corporate Finance and Investment.
Warsaw School of Economics
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