New content marketing specialist at oLIVE media
Paulina Ciebiada has been promoted at the oLIVE media agency to the position of content marketing specialist.
Paulina has taken on a new role at the oLIVE media agency, where she will be responsible for creating visual and written content for social media. Her duties also include developing strategies for brands in the beauty, lifestyle, FMCG, and health sectors. In addition, Paulina will coordinate activities related to user-generated content (UGC) and influencer marketing, establishing collaborations with online creators, stars, and celebrities.
In her role, Ciebiada will co-create communication for beauty brands such as VCee, a producer of natural massage and body cosmetics, and Fergio Bellaro, which offers skincare cosmetics. In the health sector, she will work with the brands HealthGuard, which provides healthy antioxidant supplements, and Osana, which produces supplements that ease menstrual discomfort. In the FMCG category, she worked with a leading diet catering company – Pomelo.
Paulina Ciebiada joined the oLIVE media agency in September 2023, becoming a member of the 6-person social media team managed by Jessica Grabowska. Previously, she worked for 2 years at the marketing agencies CodersCrew and infoBrand, where she also handled social media for clients from various industries, such as construction, technology, IT, hospitality, and music. She graduated in international relations from the University of Wrocław.
Concepts from the article
Social Media — Platforms that enable users to create, publish, comment on, and share content and build communities. For a brand, they are an organic, advertising, customer service, and analytical channel.
Why it matters: It combines reach, dialogue, and sales in one place: the brand speaks, listens, and responds where its audience spends time. It is also a customer service channel and the first front in a crisis.
When it is used: Constantly: organic content, paid campaigns, handling inquiries, opinion monitoring, and collaborations with creators.
What happens if it is omitted: Absence from social media hands the narrative to others: people talk about the brand anyway — just without its voice.
UGC — User-Generated Content. Materials created by audiences, customers, or the community, such as photos, videos, opinions, reviews, and posts. They require moderation rules as well as appropriate consents and rights for use.
Why it matters: It gives the brand what it cannot create on its own: authenticity. Photos and opinions from real users persuade more effectively than a polished session — because they look like the truth.
When it is used: In social media, on product pages, and in advertising; always with regulated consents and rights.
What happens if it is omitted: Without community content, the brand speaks only in its own advertising voice — and audiences trust ordinary people more than brands.
