Tomasz Weber
Combining the potential of AI with two decades of practical marketing expertise
Combining the potential of AI with two decades of practical marketing expertise
I’m a communications leader with two decades of hands-on experience in building brands, leading marketing strategies, navigating crises, and guiding diverse, international teams—often remotely. What drives me is the opportunity to turn complex challenges into clear, purposeful narratives that resonate.
Over the years, I’ve helped scale campaigns across Central and Eastern Europe, blending strategic thinking with the agility of modern tools — recently AI. I see technology not as a trend, but as a powerful ally in creating smarter, more human communication.
Most recently, I’ve had the privilege of leading the communications strategy at Girteka Group, helping shape its voice in the European transportation sector. From strengthening our digital presence to building thought leadership across platforms, it’s been a journey of influence, collaboration, and measurable growth.
My strengths? Firstly - creativity. Then developing bold creative strategies, solving tough problems with structure and empathy, and building long-term marketing and communication plans that actually move the business forward.
Humanize the role of truck drivers and showcase the company's modern, tech‑equipped fleet through a real-life filmed journey.
The CEO of Girteka embarked on a two-week journey from Lithuania to Spain in a truck cab. Video materials were instantly produced and published, offering an authentic glimpse into the daily life of a professional driver. The initiative also demonstrated the company's commitment to understanding its workforce's real-world challenges.
Increase brand awareness and preference through a comprehensive, multichannel marketing approach.
The campaign combined television advertising, digital promotion, lead generation activities, trade marketing incentives, and B2B sales projects. Efforts were aligned with an installers loyalty program and content campaigns, offering a differentiated value proposition for end customers.
Boost engagement among merchants and contractors through gamification while supporting sales and educational initiatives.
A mobile game was developed, linking gameplay with individual sales targets and rewarding top performers. The program also served as a vehicle for communicating the Group's new positioning and deploying tools to benchmark against competitors.
Reposition the brand's offering in the light wool and external wall insulation category.
Activities included redefining the value proposition, upgrading packaging and technical specifications, creating educational materials for installers, launching dealer incentives, a roadshow across key markets, and a dedicated relaunch event.
Introduce Poland's first SaaS platform dedicated to automating energy-performance certificates and audits.
Development and positioning of a new software brand focused on the energy audit sector. BuildDesk provided solutions enabling efficiency, accuracy, and regulatory compliance for industry professionals.
Beyond in-house leadership roles, I offer AI-driven marketing consulting for SMEs, designed to optimize marketing processes even within small teams.
The approach helps companies scale marketing efforts without large investments, ensuring small marketing teams can perform at levels comparable to much larger departments. AI solutions are implemented with human oversight, keeping teams agile and effective.