On 1 December, Anna Sambor joined the team of "Herbapol-Lublin" S.A., one of the largest food producers on the Polish market, taking on the role of Marketing and New Product Development Director.
Scope of responsibilities of the new CMO
The new CMO will be responsible for all marketing and PR activities, with particular emphasis on areas related to the development of new products and categories.
Anna Sambor's experience
Anna Sambor has over 20 years of experience in managing and creating marketing strategies. Throughout her career to date, she has worked for both the largest international FMCG corporations, such as Unilever Polska and Pepsico, as well as Polish companies such as Bakoma and Grupa Bakalland, where she was responsible for the comprehensive management of the company's main brands and the development of new categories. Most recently, she was associated with 38 Content Communication, where she served as Managing Director.
Multi-year strategy at Herbapol
At "Herbapol-Lublin" S.A., Anna Sambor will be responsible for preparing and implementing the Company's long-term marketing and communication strategy, as well as that of the brands making up its portfolio. One of the key areas she will focus on in her new role will also be setting innovative directions for the development of the product offering.
The rich experience and strong competencies of Anna Sambor, gained in the dynamic FMCG sector, are confirmed by the numerous product innovations she has successfully developed and brought to market, thereby creating entirely new consumer trends. I am convinced that her knowledge, excellent intuition, and strategic approach to business will further strengthen the competitive advantage of our brands and allow us to achieve the company's set goals, which focus largely on development and creating innovative solutions that respond to the constantly changing needs of consumers – says Evangelos Evangelou, President of the Management Board of "Herbapol-Lublin" S.A.
Concepts from the article
The role of the new marketing director at Herbapol
PR — Public Relations. Activities that build an organisation's reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand narrative.
Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. An editorial publication and a well-managed crisis weigh more than a campaign — because it is a third party speaking, not the brand about itself.
When it is used: Continuously: media relations, press releases, interviews, events; especially in a crisis and during changes within the company.
What neglecting it risks: Without media relations, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.
