Dorota Surmaczyńska

WORK HISTORY

EDUCATION

SKILLS

ABOUT DOROTA SURMACZYŃSKA

Experienced Marketer with strong business acumen, driven by ambition and a winning spirit. I’m passionate about connecting consumer insights with business goals, fueled by an innovative mindset and a clear focus on tangible results. Key achievements: Successfully led the launch of CeraVe in new European markets. Oversaw global rebranding and repositioning of Rockstar Energy Drink. Developed influencer strategies as a core growth and awareness driver since 2018, including the first TV commercial in the category featuring local influencers (2019). CeraVe: One of the fastest-growing brands in the category, with the highest incremental penetration growth and multiple instances of market share outperformance over the last 2.5 years. Together with my team, we’ve established CeraVe as a European best-practice market, delivering the most impactful activations thanks to deep local market understanding and a tailored growth strategy. Rockstar: Stepped in to lead a full brand relaunch – from extensive research to define the new positioning, to developing new packaging and visual identity. Successfully reversed stagnant growth and brought the brand back onto a strong upward trajectory. Cheetos: As category leader facing increased pressure from local value players, we introduced a refreshed brand strategy to address penetration slowdown and strengthen brand equity. Pioneered an influencer strategy in 2018 as part of a holistic 360° approach – a bold move at an early stage of influencer marketing. This, combined with targeted consumer activations, helped us solidify leadership and achieve record market share.