Barbara Grabiwoda
Chief Strategy Officer, Publicis Groupe, Central & Eastern Europe
Barbara Grabiwoda is Chief Strategy Officer for Publicis Groupe Central & Eastern Europe, partnering with brands to accelerate data‑driven, tech‑empowered transformation across brand, content and commerce. With 15+ years’ experience spanning CPG/FMCG, Beauty, Pharma and Automotive, she has led innovation strategies for global digital content and eCommerce programs. In her regional role, Barbara steers growth strategy and capability build—productizing offers, shaping go‑to‑market playbooks, and championing practical AI adoption across markets—while advising teams serving clients such as L’Oréal, Microsoft and Haleon. Previously, she held eCommerce strategy and digital transformation roles at Saatchi & Saatchi, Tchibo and LOT Polish Airlines.
A proud scholar, Barbara studied at Oxford Brookes University, the University of Warsaw and the Warsaw School of Economics, where she earned a PhD with honors for research on Gen Z consumer behaviours; her work has been published by Cambridge University Press among other academic outlets. An active industry voice, she has served and chaired across award juries, including Eurobest 2024 and the Effie Awards 2021, and now joins the Golden Drum Creative Business Excellence Drum Jury.
