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index.html
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index.html
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<!DOCTYPE html>
<html lang="en" dir="ltr">
<head>
<meta charset="utf-8" />
<meta name="viewport" content="width=device-width, initial-scale=1" />
<title>Alicja Głowicka</title>
<link
href="//fonts.googleapis.com/css?family=Poppins:400,500"
rel="stylesheet"
type="text/css"
/>
<link
rel="icon"
href="data:image/svg+xml,<svg xmlns=%22http://www.w3.org/2000/svg%22 viewBox=%220 0 100 100%22><text y=%22.9em%22 font-size=%2290%22>🙋🏼♀️</text></svg>"
/>
<!-- Import Spectre library - picturepan2.github.io/spectre -->
<link rel="stylesheet" href="/styles/spectre.min.css" />
<link rel="stylesheet" href="/styles/spectre-exp.min.css" />
<link rel="stylesheet" href="/styles/spectre-icons.min.css" />
<link rel="stylesheet" href="/styles/typography.css" />
<link rel="stylesheet" href="/styles/styles.css" />
</head>
<body>
<div class="container grid-lg pt-2">
<div class="columns pt-2">
<div class="column col-12 pt-2">
<h1 class="pt-2">Hi there, <br />Alicja Głowicka here.</h1>
</div>
<div class="column col-10 col-md-12 col-sm-12">
<p>
An empathetic user researcher with a background in strategic marketing and content design. Comfortable delivering products and content to meet real human needs.
<br />
<br />
Currently at <a href="#thisworks">This Works</a>, previously at
<a href="#unilever">Unilever</a> & <a href="#nivea">Nivea</a>.
</p>
<p>
Get in touch on
<a href="https://www.linkedin.com/in/alicja-glowicka-04608734"
>LinkedIn</a
>
or
<a href="mailto:alicjaglowicka@gmail.com">email me</a>.
</p>
</div>
<div class="column col-12 pt-2">
<h3 id="thisworks" class="mt-2">
This Works
</h3>
<img
src="images/thisworks.jpg"
class="img-responsive img-fit-cover"
alt="..."
/>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Product manager</strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p class="pb-2">
Responsible for global marketing plans, performance analysis,
communication development and customer research. Ran quantitative
and qualitative research including interviews, surveys and testing
creative. Provided synthesis and presented findings to senior
stakeholders.
</p>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Unmoderated qualitative testing</strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p class="pb-2">
Ran a test on 2 creative routes for an upcoming marketing campaign,
with 10 users and synthesised the results. The winning creative has
been implemented in a national campaign across all marketing
touchpoints.
</p>
<div class="columns">
<div class="column col-6">
<figure>
<img
src="images/sleep-creative1.jpg"
class="img-responsive img-fit-cover mb-1"
alt="an image of a sleep spray with a shorter headline"
/>
<figcaption><small>Option A</small></figcaption>
</figure>
</div>
<div class="column col-6">
<figure>
<img
src="images/sleep-creative2.jpg"
class="img-responsive img-fit-cover mb-1"
alt="an image of a sleep spray with a longer headline"
/>
<figcaption><small>Option B</small></figcaption>
</figure>
</div>
</div>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Moderated interviews </strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p class="pb-2">
Wrote a discussion guide and conducted 27 interviews (7 in-person,
20 over the phone and Google hangouts) to understand the attitudes
of the existing customer base towards a name change of a core
product range.
</p>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Quantitative brand awareness study </strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p class="pb-2">
Designed a questionnaire and worked with a research consultant on
designing a study with 300 respondents. The results have informed a
long-term brand strategy including category management, 3-year KPIs
and budget planning.
</p>
</div>
<div class="column col-12 pt-2">
<h3 class="mt-2">
Action Duchenne
</h3>
<img
src="images/duchenne-3in1.jpg"
class="img-responsive"
alt="people building user journeys with post-it notes and completed journey map is shown"
/>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Content design </strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p class="pb-2">
Taken content from discovery to production with a partner charity.
This included desk research, interviews, user journey mapping,
identifying user needs, prototyping and content creation.
</p>
</div>
<div class="column col-12 pt-2">
<h3 id="unilever" class="mt-2">Unilever</h3>
<img src="images/dermaspa.png" class="img-responsive" alt="..." />
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Product launch</strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p>
Led a cross-functional, international project team. Completed an
end-to-end development of a new product line, proposition and
product testing as well as pricing and channel strategy.
</p>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Qualitative</strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p>
Proposed and conducted consumer interviews amid declining sales to
understand the pain points. The iterated product packaging design
has been adjusted to reflect consumer needs in the category and
rolled out across all markets.
</p>
<div class="column col-12 pt-2">
<img
src="images/unilever-testing.jpg"
class="img-responsive"
alt="body lotion packaging showing iterations of design"
/>
</div>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Quantitative</strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p>
Validated market potential for a new body care line, by creating 4
product concepts which were tested in the German market with 600
respondents. Worked closely with the research agency IPSOS on the
questionnaire and measures that will be used.
</p>
</div>
<div class="column col-12 pt-2">
<h3 id="nivea" class="mt-2">
Nivea
</h3>
<img src="images/nivea.jpg" class="img-responsive" alt="..." />
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Product portfolio</strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p class="pb-2">
Managed a portfolio of 25 products and conducted a relaunch of the
core product line. Delivered brand communication across all
touchpoints including two TV ad adaptations.
</p>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Ethnographic study</strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p class="pb-2">
Assisted in at-home interviews to understand the consumer needs in
the body care category, the attitudes towards the brand, competitors
and price positioning.
</p>
</div>
<div class="column col-3 col-md-12 col-sm-12">
<p><strong>Eye-tracking shopper study</strong></p>
</div>
<div class="column col-9 col-md-12 col-sm-12">
<p class="pb-2">
Used the results to inform an improvement of in-store key visual
layouts.
</p>
</div>
<div class="column col-12 mt-2 mb-2">
<p>
Get in touch on
<a href="https://www.linkedin.com/in/alicja-glowicka-04608734"
>LinkedIn</a
>
or
<a href="mailto:alicjaglowicka@gmail.com">email me</a>.
</p>
</div>
</div>
</div>
</body>
</html>