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Joanna Uniwersal

Strategic Planner

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About me

Creative strategist that is comfortable in taking on new challenges, evolves ideas with previous experience, and challenges the status quo. A strategist that ensures great work happens day to day; always organised, always proactive, always hungry to add value strategically and creatively and always with a resilient, can-do attitude. I like analysing why things are the way they are, then visualise and plan out what they could be. I like when things that I do add value. They need to inspire, make people talk, act, share and have an array of emotion. A quote that I find reflects my attitude as a planner: “Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell a story and it will live in my heart forever.”


  • Advertising
  • Digital Agency
  • Strategic Planning
  • Consumer Behavior
  • Creative Thinking
  • Powerpoint

Work history


Strategic Planner

Founded Part of the Iris Network

Aug 2015
  • Key responsibilities are: • Conducting primary and secondary research to determine key insights into our target customer’s beliefs, behaviors and drivers (Human Truths). • Coordinate with account and creative teams to craft strategic and compelling Founding Ideas and creative briefs that drive brand uptake. • Participating in new business pitches, and identifing organic growth opportunities for within projects, product teams and client relationships. • Developing shopper marketing and retail activation strategies by seeking to understand how people make purchase decisions at various touch points across the shopper journey for Uniqlo. • Creating complex persona profiles for b2b clients like Avanade and positioning for start-up clients like VEEIP. • Helping to map the end-to-end customer journey; identifying key moments; customer pain points, unmet needs and experience opportunities for brands like British Military Fitness, Jabra. • Co-working on creating eCRM channel strategies for brands like Swarovski, Financial Times.


Junior Strategic Planner

DDB Warsaw

Jan 2015 - Jul 2015
  • Key responsibilities were: • Providing brand and marketing strategy designed to strengthen brand identity and further business objectives through targeted messaging, content and market research. • Developing brand repositioning for Unilever’s FMCG regional brand that I have attained in a new business pitch. • Carrying out an ethnographic market research for Unilever. • Creating competitive & social media analysis and strategy for Polish National Airlines - LOT. • Identifing cultural insights that surface opportunities and meaning for brands that I have worked on in DDB, and creating detailed, yet simple presentations that tell stories and provide recommendations that contribute to the strategic direction of client work. • Defining impactful content strategies for digital channels owned by brands like Polish National Airlines and Unilever.


Junior Campaign & Digital Manager


Feb 2013 - Dec 2014
  • Key responsibilities were: • Preparing and implementing digital campaigns for a demanding, rapidly growing account – Samsung. • Developing strategy for a ready to launch products, the global plans and adjusting strategies to local market conditions. • Creating the concept of market communication and promotional tools (using the Samsung CRM platform) and materials in order to build strong brand image.


Account Executive

Saatchi & Saatchi

Aug 2011 - Feb 2013
  • Key responsibilities were: Managing global and regional e-commerce projects for Procter & Gamble. Creating and implementing strategy for local finance brand - BPH. Overseeing and carrying out digital campaigns for the finance brand - BPH. Completing a pro bono (award winning) project on digital side - Red Cross.




Effie Awards

  • Bronze Effie for KISSaLOT