Business strategy

From decision to implementation.
Strategy does not fail during planning. It fails during everyday decisions. I help CEOs, founders and management teams regain clarity, order priorities and turn strategic direction into decisions, accountability and action.
20+ YEARS OF EXPERIENCE
Strategy. Marketing. Change Management.
I work with leaders and organisations at moments of growth, change and strategic overload.
Monika Maria Masztafiak - strategy

Growth does not solve a company's problems. It often reveals them.

The faster an organisation grows, the more clearly you can see the quality of its decisions, its cooperation and its ability to deliver strategy.

That is when leaders need not more ideas, but more clarity, more decision-making courage and more effective execution.

I do not stop at a recommendation. I work close to the board, the key decisions and the everyday functioning of the organisation, combining a strategic perspective with real support in implementing change.

The result should be a strategy that does not end with a plan, but starts working in everyday decisions, communication, cooperation and execution.

Strategy→Decisions→Leadership→Change→Marketing→Implementation
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+
years of experience

Strategy, marketing and transformation across European and Asian markets.

Board
perspective

Working with CEOs, boards and key leaders - from the perspective of the whole organisation, not a single function.

From strategy
to implementation

I do not stop at a recommendation. I help turn direction into decisions, accountability and effective execution.

Strategy. Transformation. Execution.

For organisations that want to build growth through better decisions, more effective marketing and smoother execution.

01

Strategy

Diagnosis: Direction. Priorities. Decisions.

I help boards and leaders regain clarity, order priorities and make better strategic decisions.

Together we identify what is really blocking growth, where the organisation loses energy and which choices have to be made before the company picks up speed.

Result: business focus, coherence and greater effectiveness in achieving goals.

02

Transformation

Leadership. Change. Collaboration.

Strategy does not change an organisation. People, decisions and the way of working do.

I support boards and leaders in leading change, building accountability and ordering cooperation between the key areas of the company.

I combine a strategic perspective with real support in implementation - close to decisions, people and everyday action.

03

Execution and business development

Marketing. Sales. Growth.

Strategy does not create growth by itself. It needs a system that turns board decisions into the market and business results.

I design marketing as part of the growth system - connecting strategy, market, sales, KPIs and the way of working together.

Result: marketing that does not just run campaigns, but supports the company's direction and the revenue effectiveness of the business.

Start a strategic conversation
See collaboration models
Start a strategic conversation
See collaboration models
Start a strategic conversation
See collaboration models
Start a strategic conversation
See collaboration models
Start a strategic conversation
See collaboration models
Start a strategic conversation
See collaboration models

When is it worth talking to me?

Strategy only starts creating value when it translates into everyday decisions, cooperation and effective execution.

The biggest challenges appear not when the company is doing badly, but when the organisation starts losing coherence between its strategic direction and its everyday action.

On the outside everything may look fine. Inside, complexity grows, pace outruns the organisation's capacity and decisions get harder and harder.

I most often support boards and leaders when:
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Strategy does not translate into action
The direction is set, but everyday decisions start going in different directions. Scattered initiatives and inconsistent priorities appear, and accountability stops being clear.

The strategy exists, but it no longer organises how the company really works. This is the moment to connect direction with decisions, accountability and the rhythm of everyday work.
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Everything becomes a priority
The team works hard, but it gets harder and harder to tell what is urgent from what really builds value. Focus blurs, and the organisation's energy goes to too many places at once.

The problem is not a lack of commitment. The problem is a lack of choice. The company needs fewer competing priorities and more clarity about what is really meant to move the business forward.
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The company grows faster than the way it works
The company's growth and the scope of its activity start to outpace the way decisions are made, how responsibility is divided and how teams work together. What worked at a smaller scale starts to slow the organisation down.

The company no longer needs just more people and resources. It needs a way of working that can carry the new scale - without adding more layers of control and complication.
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Marketing and sales work side by side
Both teams work towards results, but you sense they are not always the same results. Marketing optimises its goals, sales its own, and the company loses coherence between demand, offer and growth.

This is not just a matter of the relationship between two teams; it is often a lack of a shared business direction. Marketing and sales should work as one engine driving the company's growth - around the same choices, the same customer and the same result.
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Too many decisions come back to the top
More and more matters require a decision from the CEO or the board. What seems to speed things up starts to limit the autonomy of teams and slow the organisation down. You see accountability blurring, teams and even leaders escalating more often than deciding, and the CEO compensating for the system with their own time and attention.

This is not a matter of tidying up the CEO's calendar. That is not enough. It is a signal that the way decisions are made in the organisation needs to be redesigned - so that responsibility can stay lower down, without losing quality or control.
Strategy is not just a manifesto. It is the way an organisation thinks, decides and acts every day.
END-TO-END

I see the whole system. Not just one function.

I connect what too often works separately in a company: strategy, market, customer and organisation.

STRATEGY & GROWTH

Where to play, how to grow, and where value will come from.

StrategyGrowthGo-to-MarketPricingPortfolio
MARKETING & CUSTOMER GROWTH

Building demand, customer value and sustainable growth.

BrandPositioningDigital & E-commerceCRM & Customer ExperienceOmnichannel
COMMERCIAL & PERFORMANCE

Connecting marketing, sales and commercial performance around one growth agenda.

Marketing–Sales AlignmentRoute-to-MarketP&L OwnershipBudget ManagementKPI & ROI
ORGANIZATION & TRANSFORMATION

Turning strategy into the operating model, leadership and cross-functional execution needed to deliver it.

Operating ModelLeadership & TeamsStrategic PartnershipsChange ManagementCross-functional Execution

Execution architecture

EXECUTION ARCHITECTURE
Strategy only starts working when the organisation can translate it into decisions, accountability and an everyday way of working.
That is why I work not only on the strategic direction, but also on how the organisation operates.
I help put in order priorities, decisions, accountability, collaboration and the rhythm of work - so that the strategy can also work operationally.

Execution Architecture

Four stages in which strategy starts to work
Execution architecture: diagnosis, decision, organisation, execution
01 Diagnosis02 Decision03 Organisation04 Execution
An organisation's greatest advantage today is not its pace. It is the ability to make the right decisions and execute them consistently.

Strategic collaboration

Current decisions. Long-term direction.
I do not start with presentations, ready-made answers or "off-the-shelf" models. First I want to understand what is really going on in the company - where decisions stall, what drains energy and why strategy does not translate into the way of working.

I do not work to a single template. I match the way of working to the situation, the scale of the problem and the pace the company needs today.

I work on two levels in parallel. Strategically - we order the direction, priorities and the organisation's way of working. Tactically - we solve what is already blocking decisions, pace or results today.

This way you do not have to wait for the "end of the process" to see results. What needs a quick intervention, we launch right away. What needs deeper change, we sort out in parallel - so that current decisions support the target direction instead of pulling away from it.
01
Strategic conversation
Sometimes a project is not needed yet. What is needed is a good conversation that puts the situation in order and shows what really requires a decision.

We work on a specific challenge, dilemma or moment of change. We sort out what is happening today, where the biggest tensions are and which decisions should not wait any longer.

I help you see wider, check assumptions, see the available options and choose the right direction - without complicating what can be simplified.

We can stop at this conversation. If the topic needs a deeper dive, we agree the next step together - a diagnosis, a project or another suitable form of cooperation.
02
QUO VADIS™ Audit - diagnosis and recommendations
This is 1–2 days of intensive workshop work with the CEO, the board or a key team.

We go deeper into the organisation and look at the company more broadly: strategic direction, growth, marketing, sales, priorities, roles and accountability, the way decisions are made, cooperation between functions and the main blockers.

We do not stop at the diagnosis itself. The result is a clear picture of the situation, ordered priorities, concrete recommendations and a map of next steps: what to do now · what to change systemically · what to stop doing · where the biggest leverage is · where to focus resources and attention.

QUO VADIS™ can be a stand-alone workshop or the entry point to further cooperation.
03
Choosing the cooperation model
If further support is needed after the diagnosis, we match the form of cooperation to the scale of the challenge, the scope of responsibility and the pace the company needs today.

Fractional / Interim Executive
I join the organisation for a defined period and take greater responsibility for the result. I combine strategy with tactics - working with the team, processes, structure, marketing, cross-functional cooperation and day-to-day decisions.

Shadow CEO / Strategic Advisory
I work closely with the CEO or a board member as a sparring partner on direction, priorities and key decisions. I help see the consequences of choices, order the options and keep the wider perspective.

Strategic / advisory project
We work on a specific business challenge that requires a senior-level perspective and needs to be brought to a decision and implementation. It may be a growth strategy, GTM, positioning and communication, marketing transformation, building or reorganising a team, or a better connection between marketing and sales.

We start from the need - or rather from the result the business needs. Only then do we define the scope of work.
04
Rhythm and way of working
This is where the real work on change begins - we turn direction into concrete decisions and the organisation's way of working.

Depending on the challenge, we work on strategy, marketing and growth, priorities, accountability, the way decisions are made, cooperation between teams and the rhythm of execution.

I combine two horizons: what needs to be ordered strategically - for the long term, and what needs to be fixed or launched right away. This way, current actions start to support the long-term direction instead of competing with it.

This is real work inside the organisation.
05
Advisory - implementation and strategic support
Once decisions are made, I stay close to implementation. I work with the CEO, the board or the team to hold the direction, watch over key decisions, remove blockers and correct actions where reality starts to diverge from the plan.

After the main part of the project is complete, I can remain a regular point of reference for the next decisions and stages of implementation. We come back to the key topics when needed: we review progress, check whether the chosen direction still works, make further decisions and respond where new tensions or blockers appear.

This no longer has to mean intensive project work. It can be regular or ad hoc strategic support that helps hold the direction, see the change through and make sure the decisions taken turn into the organisation's real way of working.

Collaboration models

Different organisations need different levels of strategic support. Sometimes a strategic reset is needed. Sometimes a specific transformation project. And sometimes long-term support at executive level - Embedded Leadership inside the organisation.
I match the collaboration model to the company's real situation - not to a ready-made service package.
Model 1

Strategic Reset

QUO VADIS - Strategy audit

A strategic diagnosis for CEOs and teams. For organisations that need to regain clarity, put decisions in order and prepare the company for its next stage of development.

Outcome: a strategic diagnosis, key decisions, an action map and recommendations for the way forward.

→ See QUO VADIS
Model 2

Build & Transform

Strategic and implementation projects

For organisations that need to organise or implement a specific area of the business. Includes brand strategy, Go-To-Market, change communication, leadership alignment, websites, executive positioning and marketing that supports sales.

Outcome: a specific area of the organisation starts working more effectively - strategically and operationally.

→ See strategic projects
Model 3

Embedded Leadership

Fractional Executive • Interim Executive • Strategic Advisory

Long-term executive support inside the organisation. A model for companies that need a strategic partner close to the management board, decisions and the organisation's everyday operations.

This is not consulting. It is shared responsibility for direction, decisions and execution.

→ Book an executive conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
Book a strategic conversation
STRATEGY • MARKETING • TRANSFORMATION

From strategy to implementation

Not every situation requires the same kind of support. Sometimes you need to see quickly what is really holding the company back. Sometimes you need to build a strategy and bring it to life together. At other times, you need a specific project: Go-To-Market, brand, website or marketing transformation.

QUO VADIS™ - Strategy Audit
STRATEGY / DIAGNOSIS

QUO VADIS™ - Strategy Audit

When you need to see what really needs to change.

A diagnostic and decision-making workshop before the next stage of growth, a change or an important decision. Together, we identify the key blockers, priorities and areas that require decisions.

Outcome:
a clear picture of the situation, recommended directions and a plan for the next steps.
Strategic Labs
STRATEGY / GROWTH

Strategic Labs

From strategy to implementation - together with your team.

A 3-4-month project in which, over a cycle of 6-9 design and mentoring sessions, we move from analysis and strategic decisions to designing and launching the solution.

Outcome:
you are not left with just a plan. Together, we put the strategy into action.
Go-To-Market Strategy
MARKET / GROWTH

Go-To-Market Strategy

From a good offer to an effective market entry.

I design the complete market entry model: the customer and segments, value proposition, offer, positioning, channels and the role of marketing and sales.

Outcome:
a ready Go-To-Market strategy and a roadmap of actions leading from the offer to the market and to sales.
Brand and communication strategy
BRAND / MARKETING

Brand and communication strategy

Build a brand the market understands and chooses.

I design positioning, the value proposition, brand architecture and portfolio, messaging and the communication strategy.

Outcome:
a ready brand platform and a clear direction for marketing, sales and communication.
Website Strategy and Architecture
DIGITAL / WEBSITES

Website Strategy and Architecture

From company strategy to a website that clearly leads the customer to a decision.

I design the offer architecture, customer journey, site structure, messaging and content, and then lead the translation of the concept into UX, design and implementation.

Outcome:
a ready strategic website concept - from the offer and content to a site architecture ready for delivery.
Building and transforming the marketing function
MARKETING / TRANSFORMATION

Building and transforming the marketing function

From marketing that does a lot to marketing that truly drives growth.

I build or rebuild how marketing operates from the inside - strategy, structure, roles, team, processes, KPIs, budgets and collaboration with sales and partners.

Outcome:
marketing ready to act - with a clear mandate, accountability, metrics and a working rhythm tied to business goals.

Need a leader with a mandate to act rather than an advisor?

Interim Executive

Chief Marketing & Growth Officer

When the business cannot wait and the company needs an experienced leader in strategy, marketing, growth or transformation, I step into an interim role and take responsibility for direction, decisions and execution.
I work close to the CEO, the board and the team - from priorities and people to putting change into practice. I help see the change through to the moment the organisation starts to run on its own.
Monika Maria Masztafiak

Why clients work with me

Decisions, not inspiration.
I work on real choices and their consequences, not on another presentation.

Board perspective.
20+ years of work close to management boards, founders and key business decisions.

Strategy + execution.
I connect strategic direction with real implementation support - close to people and everyday operations.

Shared responsibility for results.
I do not end my work with recommendations. I stay until the strategy starts working.

References
Experience and competences can be described. But what working together is really like is best told by those who have been part of it.
Group 1000002478 (1)

Monika has an exceptionally analytical, results-driven approach to marketing and is an excellent strategist.

Very open to new ideas and innovative approaches to campaigns, with a creative approach to planned advertising campaigns. Demanding of the agencies and companies she works with, but above all of herself.

Anna Pytkowska
CEO, BLOGmedia
Group 1000002478 (1)

She can build long term strategies for the business and help to improve way of investments.Monika is a passionate person with great marketing experience, both in brand building area,as well as in trade marketing or product development.(...) On top of that, Monika can motivate people for further development and is willing to share her knowledge and experience.

Monika Szymaszek
Head of Central & Western Europe, AB World Foods
Group 1000002478 (1)

"Monika has a wide spectrum of observations because she cooperates with many industries.It helps her to make very accurate decisions. Monika is wonderful to work with. She has enormous knowledge of marketing as well as business strategy, which is supported by her experience and results. She is not only a reliable and forward thinking Director but also an inspiring team player.

Jagoda Sawicka
Head of Products, Fargotex
Group 1000002478 (1)

"I’ve enjoyed Monika’s passion and strategic way of thinking in all common projects.Monika is experienced marketeer with outstanding knowledge and practical expertise. She is very motivated and fully devoted to her tasks, but not limited just to that.She’s a great challenger looking for new, better solutions as well as working hardly on entire team growth. Monika is also keen to help her team and colleagues in personal development.

Przemysław Rogala
Sales Manager Europe, AB World Foods
Group 1000002478 (1)

"„She aligns strategy with market conditions and drives decisions that build competitive advantage.Monika is one of the most dedicated professionals I’ve worked with, since she brings all her skills and abilities to the table as a manager. Her unique ability to work on multiple tasks and still be focused and deliver quality work, ability to deal with challenges and come up with new ways to achieve results are always an inspiration.I can easily say she is one of the best in her field, since she carries out the project’s scope in order to gain a competitive advantage in key areas, considers market conditions, and aligns organizational objectives with the plan and evaluates the situation to determine whether plans need to be revised or changed. (...)The other characteristics that made her such a great manager are her abilities to lead others and take control of projects while simultaneously maintaining quality standards, from inception of the project to its completion. (...) I’d definitely work with Monika again.

Mykola Artemenko
E2E Supply Chain Operations Manager
Group 1000002478 (1)

"„She aligns strategy with market conditions and drives decisions that build competitive advantage.Monika is one of the most dedicated professionals I’ve worked with, since she brings all her skills and abilities to the table as a manager. Her unique ability to work on multiple tasks and still be focused and deliver quality work, ability to deal with challenges and come up with new ways to achieve results are always an inspiration.I can easily say she is one of the best in her field, since she carries out the project’s scope in order to gain a competitive advantage in key areas, considers market conditions, and aligns organizational objectives with the plan and evaluates the situation to determine whether plans need to be revised or changed. (...)The other characteristics that made her such a great manager are her abilities to lead others and take control of projects while simultaneously maintaining quality standards, from inception of the project to its completion. (...) I’d definitely work with Monika again.

Mykola Artemenko
E2E Supply Chain Operations Manager
Group 1000002478 (1)

"She has an almost intuitive commercial acumen that allows her not only build and envision a marketing strategy, but also adopt the best real life execution tools.It was fantastic to work together with Monika, who is an exceptional Marketer. Her hands-on approach to brand building and strategy vision exemplifies her competence as an accomplished commercial executive. (...) She is always willing to help when needed and is a professional who personifies the qualities of a team worker and a great leader. Thank you Monika for making work with you a so insightful and fun experience!

Dimitris Giansakidis
National Sales Manager
Group 1000002478 (1)

"Monika has shown an exceptional ability to create innovative strategies tailored to business needs

and to turn challenges into measurable successes. Her professionalism, commitment and creativity make her an excellent partner in any project. I highly recommend working with Monika.

Magdalena Maria Urbańska
Founder & CEO at Pionierzy Przyszłości | MBA
Group 1000002478 (1)

"Her ability to see the bigger picture and translate her knowledge into practical actions has often been key to the success of our collaborative projects. (...) Holistic Approach to Marketing - Monika has an exceptional ability to view challenges from a comprehensive perspective, considering both the granular details and the broader strategic context. Her analyses and recommendations consistently demonstrate a profound understanding of market dynamics and potential scenarios. (...) Whenever I need guidance in marketing, Monika is my go-to person. Her advice is not only accurate but also actionable, making it easy to apply immediately. (...) Monika naturally excels at organizing and motivating teams. Even in challenging situations, she remains professional and supportive, helping the group achieve shared goals efficiently.(...) Monika is not only inspiring but also sets a high standard, encouraging everyone around her to grow and improve.

Jarosław Rząsa
Founder of Puzzle Club & Software Engineering Consultant
Group 1000002478 (1)

"Her ability to see the bigger picture and translate her knowledge into practical actions has often been key to the success of our collaborative projects. (...) Holistic Approach to Marketing - Monika has an exceptional ability to view challenges from a comprehensive perspective, considering both the granular details and the broader strategic context. Her analyses and recommendations consistently demonstrate a profound understanding of market dynamics and potential scenarios. (...) Whenever I need guidance in marketing, Monika is my go-to person. Her advice is not only accurate but also actionable, making it easy to apply immediately. (...) Monika naturally excels at organizing and motivating teams. Even in challenging situations, she remains professional and supportive, helping the group achieve shared goals efficiently.(...) Monika is not only inspiring but also sets a high standard, encouraging everyone around her to grow and improve.

Jarosław Rząsa
Founder of Puzzle Club & Software Engineering Consultant
Group 1000002478 (1)

"Monika is a volcano of both energy and creative ideas.

At the same time, she never loses sight of the bigger picture, approaches her work with commitment, looks for the best solutions and delivers phenomenal results. You can always count on her. In short: she is great to work with - I sincerely recommend her!

Borysław Pasierbski
CEO & Co-Founder HOMtu
Group 1000002478 (1)

"Her multi-dimensional, non-routine view of the strategy-making process underlines her professionalism.

Her great, genuine, wholehearted commitment motivates effective collaboration. (...) I would gladly work with Monika again and, hand on heart, I can recommend her as a top-level professional.

Władysław Szewczuk
Managing Director
Group 1000002478 (1)

"Monika combines strategic thinking with effective action, and her commitment and enthusiasm are contagious for the whole team.

(...) She not only finds innovative solutions, but also motivates others to act and think outside the box. I wholeheartedly recommend Monika to anyone looking for an inspiring and effective partner for ambitious projects!

Jerzy Badura
MBA | Commercial Proxy | Technical Market Support Specialist at ANGA
Group 1000002478 (1)

"By combining knowledge, experience and a flexible approach, she effectively supports leaders and organisations through transformation and growth.

This is another collaboration with Monika - this time as partner and client. Once again, I believe Monika is an excellent choice for companies that want measurable results in strategy, change management and building authentic brands. (...)
Working with Monika, you can count on concrete solutions, engaging workshops and strategic support that helps companies and teams achieve ambitious goals.

I wholeheartedly recommend working with Monika to anyone looking not only for an expert, but also for a partner in building success.

Monika Szymaszek
General Director | JNT GROUP SA SP.K.
Group 1000002478 (1)

"Every time, it was a very good collaboration for me. Every time, I learned something new from Monika - both in terms of knowledge of the sectors we discussed and soft and hard skills.

I had the pleasure of working with Monika on several projects. (...) Her ease of communication and the way she shares knowledge made a great impression on me. I always admire it when someone can organise seemingly complicated content in a simple way - Monika definitely can. Probably also because she has extensive experience and enormous knowledge. I have very good memories of our collaboration and warmly recommend Monika as a partner or mentor.

Dobrochna Janik
General Manager at Altavia Polska
Group 1000002478 (1)

"Monika has an exceptional talent for combining strategic thinking with effective action, which translates into the success of every undertaking she is part of.

(...) What sets her apart is her outstanding professionalism and responsibility in pursuing agreed goals. Monika has an exceptional talent for combining strategic thinking with effective action, which translates into the success of every undertaking she is part of. She is extremely supportive and able to bring people together around a common goal. (...)

I wholeheartedly recommend working with Monika - both as a coach and as a partner for ambitious projects.

Andrzej Cisowski
Project Manager | MBA
Group 1000002478 (1)

"Monika prepared a comprehensive marketing and PR strategy for my company, including market analysis, customer segmentation, competitor benchmarking and a marketing action plan for the coming years.

Her work was not only professional, but also very inspiring - she showed us new directions for growth, which we have already started to implement.

Monika combines an analytical approach with creativity and great attentiveness to the client's needs. She knows how to listen, ask the right questions and propose solutions tailored to the specifics of the company. She is someone you can rely on - she always meets deadlines and delivers materials of the highest quality.

I can wholeheartedly recommend Monika to any organisation looking for a specialist in strategic marketing, communication and brand development.

Wojciech Kroczek
Owner, House Cafe & Lody Kroczek
Group 1000002478 (1)

"Monika was able to capture the unique features of each category brilliantly and translate them into a tailored marketing strategy that takes into account both market needs and consumer expectations.

I had the pleasure of working with Monika in recent weeks on building a marketing strategy, and I can say with full conviction that her contribution to the project was invaluable. Monika impresses with her creativity, broad perspective and ability to propose solutions that are both unconventional and practical.

I was particularly impressed by her proposals for brand building and creating consistent brands for a diverse range of products. Monika was able to capture the unique features of each category brilliantly and translate them into a tailored marketing strategy that takes into account both market needs and consumer expectations. As a result, we developed ideas that were not only inspiring, but also realistic to implement, with a real chance of delivering measurable results.

I wholeheartedly recommend Monika to anyone looking for a reliable, committed and competent person to work with. Her professionalism, passion for marketing and strategic perspective make her an extremely valuable partner in any project.

Monika Serafin
Service Delivery Manager | Xelto Digital
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SEE BEYOND. DECIDE.

Strategy starts to create value when it changes decisions.

If your company has a direction but finds it hard to translate it into priorities, accountability and day-to-day action, it is worth seeing where the real blockage is.

Briefly describe your situation.

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