ADAM PALCZEWSKI

:: PAID & RETAIL MEDIA, eCOMMERCE & DIGITAL MARKETING CONSULTING ::

Professional Summary

I’m a strategic and hands-on leader in media, retail, and digital marketing with 20+ years of international experience across leading brands, agencies, and ad-tech firms. I specialise in building integrated media and eCommerce strategies that drive performance, brand equity, and retail media innovation.

I thrive on building high-performing teams, developing integrated campaigns, and translating insights into measurable results that drive brand and commercial impact.

Career Highlights

• BAT UK – Senior Leader – Paid Media & Retail Media, Western Europe (2025–present)
  Leading strategy and execution of all paid and retail media activities across Western Europe for British American Tobacco brands. Markets include UK, IE, ES, PT, ES, FR, GR
• OMD EMEA – Director of Connected Commerce
  Leading Retail Media and eCommerce initiatives across CPG and FMCG clients, integrating retail media into holistic media strategies and driving measurable growth.
• Dentsu – Head of Retail Media EMEA
  Developed Dentsu’s EMEA retail media proposition, GTM strategy, and supported retailer RMN development across Europe.
• TJX Europe – AVP Head of Media Europe
  Oversaw brand and eCommerce media budgets across European markets UK, DE, FR, IT, AT & PL; launched eCommerce capability across DE and AT.
• Philips – Global Retail Media Lead
  Owned global Amazon media strategy and budget, scaling digital commerce performance across markets through innovation, governance, and capability building.
• AdTech – DoubleClick, Smartly.io & Lemma
  Commercial and services leadership roles across EMEA and APAC; drove sales, partnerships, digital and programmatic innovation.
• Agency Foundations
  Held senior roles at WPP, Mindshare, Publicis, and Havas — delivering paid media (offline and digital) strategies for global brands.

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