Curriculum vitae

Rafał Oleksiak

Fifteen years on the second purchase.

E-commerce for brands whose customers come back. I work across the whole path — paid traffic, onsite conversion, owned channels, subscription and loyalty — because in FMCG the second purchase is the one nobody owns. I build the measurement tools myself.

Now

Employment history

1. Head of Loyalty & Retention

   eSky Group — February 2026 to present

   • Loyalty programme unit economics for travel: how benefit structure, reward cost and member behaviour translate into repeat bookings and margin.
   • Customer lifecycle management in marketing automation: lifetime value and conversion analysed by stage, with actions driven against stage-specific KPIs for onboarding, anti-churn and retention.
   • Leading integrations and migrations of marketing automation tooling.
   • Root-cause analysis behind CSAT and NPS, turned into fixes along the customer journey.

2. Head of Digital & CRM

   Jameel Motors Poland — June 2025 to February 2026

   • Digital strategy and CRM operations for the automotive sector, end to end.
   • Full site optimisation for lead acquisition, including UX and conversion rate work.
   • Paid traffic across Google Ads and Meta, plus SEO for organic visibility and lead generation.
   • CRM lead flow and sales funnel from first contact to conversion.

3. Head of CRM & Marketing Automation, all markets

   Booksy — January 2024 to June 2025

   • Owned the company's key metric, the B2B funnel from prospect to active paying SaaS customer; established micro-conversions and optimised every stage, improving conversion by 0.3pp.
   • Built CRM and lifecycle procedures that cut time and go-to-market by 30%.
   • Renegotiated the automation vendor contract: wider scope at 14% lower cost than the previous agreement.
   • B2B communication, subscription models and SaaS operations.

4. Digital Marketing Strategy Manager

   Accenture — October 2022 to December 2023

   • Led marketing automation transformation projects for B2B, B2C and marketplace clients across US and European markets, with teams of 3 to 10 specialists.
   • Delivered an end-to-end MarTech transformation for a drugstore and cosmetics retailer, taking it to market leadership in marketing automation maturity; the client is confidential.
   • Personalisation strategies and omnichannel frameworks for enterprise e-commerce.

5. Customer Relationship Management Manager

   Allegro — October 2020 to September 2022

   • Led 15 marketing automation specialists, analysts and developers.
   • Built a proprietary marketing automation platform with ML and AI: predictive churn models, a recommendation engine for hyper-personalised communication, send-time prediction and content optimisation.
   • Ran a dedicated FMCG and recurring-purchase team with five data scientists, building next-pack prediction per user — the work this consultancy is built on.
   • AI-driven personalisation added 1.5pp of traffic and 0.3pp of conversion.
   • The omnichannel strategy delivered 34% year-on-year turnover growth and 1.2pp of click-through.

6. Marketing Automation Team Leader

   Allegro — February 2018 to September 2020

   • Built and led a team of 6.
   • Grew the channel's revenue contribution from 0% to 5% of total company turnover.
   • With the Chief Data Officer, established company-wide customer lifecycle KPIs and rolled out a Customer Value Management framework across the organisation.
   • Moved customer communication from first-in-first-out to a data-driven lifecycle approach: 15% year-on-year turnover increase.
   • 0.7pp of click-through gained through cross-departmental alignment and stakeholder management.

7. Marketing Automation Specialist

   Allegro — August 2015 to January 2018

   • Implemented and customised the enterprise automation platform for a multi-million user base, enabling full lifecycle management.
   • Automated manual campaign processes, releasing 5 full-time roles to strategic work.
   • Over the same period, turnover grew 102% year on year.
   • Personalisation and segmentation modules added 1.8pp of click-through.

8. Earlier roles

   Allegro — 2009 to 2012

   • Transaction security analyst, business development, brand management, performance marketing.