Digital Marketing Concept

Tomasz Weber

I support companies at every stage – from strategy to operational delivery, for both short-term and complex projects.

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About Me

I step in as an interim marketing manager when you need to move fast, looking for temporary support or launching ad hoc campaign or project.

Unlike many consultants, I don't just advise - I co-create strategies, design campaigns, and work side-by-side with your team to deliver visible results, even within tight timelines.

With 20+ years of experience in construction, SaaS, and logistics, I've led initiatives from digital turnarounds for international brands to quick-win short campaigns and projects that generated measurable growth up to long-term brand and communication strategies.

My approach is simple: get in, support, augment or create what matters or is needed, and empower others with tools and processes they can maintain long after I'm gone.

Tomasz Weber - Professional Portrait

Scope of Services

Marketing campaigns

Supporting the planning, execution, and optimization of integrated marketing campaigns — from briefing and creative concepts to execution and reporting.

Rebranding & positioning

Coordinating brand analysis, developing new positioning proposals, aligning stakeholders, and managing the rollout of refreshed branding.

Product marketing

Developing and implementing product messaging and sales tools to support product launches and portfolio renewals.

Loyalty programs and B2B incentive campaigns

Designing loyalty programs and B2B incentive campaigns that strengthen customer and partner relationships and influence short-term sales.

Crisis communication

Developing crisis plans, preparing key communications, and training teams to ensure readiness for rapid and coordinated response.

Thought leadership campaigns

Developing a thought leadership strategy, selecting tools and communication channels, creating original expert content, and supporting brand positioning as an industry leader to increase share of voice.

Marketing automation & AI enablement

Implementing automation tools that reduce manual work up to 40% and increase campaign ROI, including AI integration, team training, and workflow optimization.

Change management in marketing teams

Leading change initiatives: facilitating workshops, clarifying objectives, and supporting team adaptation to new tools and working methods and processes.

Interim Assignment Terms

Collaboration is always based on clear, transparent conditions tailored individualy to each project.

Form of Engagement

Engagement is fully flexible and tailored to each client's needs. Collaboration is possible via B2B cooperation, fixed-term employment, service contract. Projects can be carried out fully remotely across the EU and worldwide, or in a hybrid model for clients based in Poland.

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Confidentiality & Compliance

Confidentiality is ensured through an NDA with every assignment, guaranteeing the protection of sensitive business information. Additional non-compete clauses can be introduced whenever required, providing an extra layer of safety and security.

Fees and Settlement

Fees start from €120 per hour, with the possibility of arranging a monthly retainer for longer assignments. All terms, including rates and payment schedules, are individually agreed for each project to ensure full transparency and alignment with business needs.

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Duration

Assignments typically last from 3 to 12 months, offering the flexibility to adapt to short- and medium-term goals. A one-week onboarding period is provided to ensure a smooth start, and extensions are possible if further support is needed.

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References & Testimonials

See what international leaders, partners, and managers say about our cooperation.

"Tomasz has a real talent for connecting the dots across teams, turning complexity into clarity, and aligning people around a shared direction. He played a key role in supporting broader business goals — from communications and digital initiatives to positioning and leadership engagement. Whether it was driving change or helping shape a clear narrative, Tomasz brought cohesion across functions and levels of the organization with ease. What sets him apart is not just his strategic mindset, but his hands-on, roll-up-the-sleeves attitude. He's a natural storyteller with a creative edge, equally comfortable collaborating with senior leaders as with cross-functional teams. A true partner in every sense — sharp, reliable, and always focused on impact."

Niels Kryger

Head of Global Digital Marketing, ROCKWOOL International

"I had the pleasure of working with Tomasz Weber during my time at the Girteka Group. He was responsible for corporate communications within the marketing team and truly led the way in this area. Tomasz is highly skilled in PR and external communication, demonstrating analytical and results-driven approaches. His extensive knowledge and passion for Artificial Intelligence were invaluable in raising the bar for the whole team. Above all, Tomasz is a hardworking team player and a pleasure to work with. I fully recommend him to any international marketing team."

Marcel Priester

CMO, Girteka Group

"Tomasz and I have many joint projects at work. projects are successful and most importantly carried out with great enthusiasm. the best example of this is "Mindaugas on the road". Tomasz also helps me with external communication. always engaged, we don't miss a single negative or positive article, we respond on time, and most importantly, Tomasz works in a team and is always fun to work with."

Mindaugas Paulauskas

CEO, Girteka Transport

"Tomasz Weber is a valuable communication professional with strategic thinking, quick reactions, strong problem-solving skills, and inspiring creativity. Due to his excellent personal and professional communication skills, he is great to work with for both the company and the outsourcing partners. I'm very happy and honoured to work together."

Ieva Naujalyte

Managing Partner, Adverum

"Tomasz is not only a professional communicator through and through, but also an absolute pleasure to work with. His high standards, creativity and excellent marketing skills go hand in hand with a friendly, can-do attitude, which make him an open-minded, innovative business partner."

Sylwia Jacob

Founder & CEO, Toolbox Communication

"Highly motivated, self-driven, goal oriented professional. Extremely efficient and creative. Best in non-standard PR campaigns as well as internet marketing. And funny, I really enjoyed working with him!"

Agnieszka Miszta

Head of Marketing, EEA Division Kingspan Insulated Panels

"I have worked with Tomasz on a number of Rockwool projects in the Embassy . He has always been a great support , open communicator and fantastic project manager. Very well prepared, organized keeping deadlines and promises. Tomasz is passionate about his job and it is a real pleasure to work with him !"

Ewa Lubiejewska-Kemajou

Membership Network Coordinator, European DFIs - EDFI

"Tomasz is a kind of person You'll like to work with. Always full of new ideas, open to changing circumstances, will bring plenty of new business perspectives. Has ability to connect very different points of view into a logical communication process, taking care on budget and execution. We've been working together 5 years and it was a good experience!"

Piotr Pawlak

Head of Product Management, ROCKWOOL CEE

Selected Projects

Mindaugas on the Road – Girteka Group

The project was designed to break down barriers between management and administration employees and to strengthen employer branding by authentically showcasing the real life of truck drivers and the benefits of working at Girteka. Over two weeks, the CEO completed a full international route from Lithuania to Spain and back, with every stage of the journey documented in real time.

Area

Employer Brandind, Communication & Digital Campaign

Key activities included:

  • Creating concept and execution plan
  • Setting up a daily video workflow to capture, edit, and publish content highlighting both challenges and amenities for drivers
  • Coordinating mobile technical support for on-the-road production
  • Managing real-time social media communication and performance campaigns
  • Analyzing and reporting progress and results with dedicated surveys

Results:

  • Over 2 million organic video views
  • 300% year-over-year increase in social engagement
  • 85% more qualified leads generated directly from campaign activities
  • 18% more friendly attitutde of adminsitraton employees and understnading the role of drivers
Mindaugas on the Road Campaign Visual 1 Mindaugas on the Road Campaign Visual 2 Mindaugas on the Road Campaign Visual 3
3-Year Brand Awareness Campaign Visual 1 3-Year Brand Awareness Campaign Visual 2 3-Year Brand Awareness Campaign Visual 3

3‑Year Brand Awareness & Preference Campaign – ROCKWOOL CEE

A comprehensive, multichannel campaign executed across Central and Eastern Europe to systematically build brand awareness and preference among both installers and end customers.

Area

Marketing Campaign, Loyalty Programs & B2B Incentives

Key activities included:

  • Coordinating TV advertising, digital campaigns, and direct lead generation actions, fully integrated with ongoing B2B sales projects and trade marketing incentives
  • Managing an installer loyalty program, content marketing, and targeted campaigns to address key market segments with tailored messaging
  • Aligning all marketing efforts with the sales team and monitoring real-time campaign performance to quickly optimize activities

Results:

  • +17 percentage points increase in brand awareness
  • +15 percentage points increase in brand preference
  • 10% year-on-year sales growth over the campaign period
  • 2,000+ earned media coverage

Rock Town Gamification Program – ROCKWOOL

A targeted engagement program for dealers and contractors, using gamification to drive both sales activity and product education.

Area

Product Marketing, Loyalty Programs & B2B Incentives

Key activities included:

  • Integrating the mobile game with overall sales and product strategy by setting personalized sales targets for each participant, directly linking gameplay achievements to strategic business objectives and the promotion of priority product lines
  • Implementing gamification mechanics such as points, badges, and leaderboards to boost ongoing engagement and foster healthy competition among users
  • Using the platform to communicate and reinforce the Group's updated value proposition, ensuring clear messaging around product benefits and differentiation
  • Integrating the program seamlessly with all trade marketing activities for dealers and loyalty marketing for contractors, aligning incentives and communications across multiple channels

Results:

  • Up to 10% sales increase (depending on product segment)
  • 500 active player-customers regularly participating in the program
  • Golden Arrow Award for Loyalty Programs
Rock Town Gamification Program Visual 1 Rock Town Gamification Program Visual 2 Rock Town Gamification Program Visual 3
Light-Wool & External Wall Insulation Relaunch Visual 1 Light-Wool & External Wall Insulation Relaunch Visual 2 Light-Wool & External Wall Insulation Relaunch Visual 3

Light-Wool & External Wall Insulation Relaunch – ROCKWOOL

A practical, market-focused relaunch of the Light-Wool and External wall insulation portfolio, designed to differentiate and boost product competitiveness and support sales teams in key growth segments.

Area

Rebranding & Positioning, Marketing Campaigns, Product Marketing

Key activities included:

  • Redefining the value proposition and updating technical specs to address specific market needs and regulatory requirements
  • Upgrading product packaging for clearer on-shelf communication and enhanced logistics
  • Developing educational materials and training sessions for installers to speed up product adoption on site
  • Launching dealer incentive programs, running a multi-country roadshow, and coordinating a dedicated relaunch event to generate direct demand and feedback from the market

Results:

  • 6% year-on-year sales growth in the category
  • Achieved and secured the #1 position in the single-family house insulation segment

BuildDesk SaaS Launch

A pioneering project: one of Poland's first SaaS startups (launched in 2008), delivering automation tools for energy performance certification and audits.

Area

Marketing Campaigns, Product Marketing, Loyalty Programs & B2B incentives

Key activities included:

  • Building a new software brand from scratch, including product development, onboarding processes, and customer support for energy auditors and industry professionals
  • Developing dedicated software for generating energy certificates and conducting audits, with features tailored to support efficiency, accuracy, and compliance in daily operations
  • Executing a comprehensive introduction plan: running training sessions and events for users, delivering targeted communication and performance marketing activities, as well as PR and direct customer communications to drive market adoption

Results:

  • Over 500 active customers annually in the first years
  • Achieved a monopoly position in the Polish energy performance software market
  • Establishing leader osition in buildings data in Poland
BuildDesk SaaS Launch Visual 1 BuildDesk SaaS Launch Visual 2 BuildDesk SaaS Launch Visual 3
Sixth Fuel Campaign Visual 1 Sixth Fuel Campaign Visual 2 Sixth Fuel Campaign Visual 3

Sixth Fuel Campaign – ROCKWOOL

A multi-year, nationwide thought leadership campaign reframing saved energy as the "sixth fuel". Highlighting the value of preventing energy loss, especially through effective insulation, as a practical solution for environmental, economic, and social benefits.

Area

Thought Leadership Campaign

Key activities included:

  • Designing and delivering an educational program that positioned energy saving through loss prevention (e.g. proper insulation) as the most effective and accessible way to reduce costs and emissions — targeting both homeowners and public sector stakeholders
  • Producing high-impact reports and public opinion research, and organizing university competitions to expose the scale of energy waste, and shift perceptions around energy efficiency
  • Running integrated communication and PR campaigns — including targeted media outreach, dedicated events for journalists, and constant presence in public debate — to amplify campaign reach and position ROCKWOOL as a trusted voice in energy transition

Results:

  • Over 1,000 media and online mentions generated during the campaign every year
  • 37% increase in public understanding of energy efficiency (based on pre- and post-campaign research)
  • Green Apple Award (international recognition)
  • EU "World You Like Challenge" nomination

Responsible Logistics Podcast & Newsletter – Girteka Group

A practical content platform positioning Girteka as a credible source for sustainable logistics — built on expert interviews, regulatory know-how, and operational best practices.

Area

Thought Leadership Campaign

Key activities included:

  • Launching an in-house podcast and editorial newsletter, focusing on practical and regulatory aspects of green transport (ESG, battery-electric trucks, intermodal rail, HVO100), featuring interviews with executives, NGOs, policy experts, and technology partners
  • Integrating the content program with Girteka's Alternative Fuel Program, sustainability sales toolkit, and overall Responsible Logistics brand positioning to maximize commercial relevance and operational impact
  • Promoting episodes and key insights across owned, earned, and paid channels, using analytics to refine messaging and drive audience growth

Results:

  • Over 21,000 newsletter subscribers with a consistent 40% open rate
  • 250,000+ podcast video views across distribution platforms
  • Directly generated commercial interest, resulting in 10+ battery-electric vehicle pilot and sales projects
Responsible Logistics Podcast Visual 1 Responsible Logistics Podcast Visual 2 Responsible Logistics Podcast Visual 3

Education & Skills

Technical Skills

  • Gen‑AI platforms (ChatGPT, Perplexity, ElevenLabs, Cursor, Gemini, Notebook LM, Midjourney, Heygen, Kling, Sora, Claude)
  • CRM and Marketing Platforms (Office, GetResponse, MailChimp, Marketo, MS Dynamics)
  • CMS, SAP, Brandwatch, Talkwalker, Agility PR, Adobe CS
  • Social Media Management tools (Hootsuite, Buffer, Sprout Social, LinkedIn, Facebook, Instagram)

Education

  • Competing in the Age of AI | Harvard Business School
  • Media Crisis Masterclass
  • Environmental Management | University of Warsaw
  • Marketing and Management | University of Zielona Góra

Methodologies

  • Agile
  • BPMN (Business Process Model and Notation)
  • Design Thinking