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Tired of posting on LinkedIn and getting 11 likes from the usual suspects?
We used ChatGPT to analyze Poland's top executives to understand why they’re so successful on LinkedIn.
What we discovered are the strategies they use to stand out and make an impact in a crowded space.
Whether you're refining your personal brand or learning to create content that resonates, studying how these executives show up can transform your own approach.
Here's who made the cut and why they're worth following.
Want to get the best out of your LinkedIn content without spending hours creating it? Try Will for free here.
Rafał Brzoska – CEO, Integer/InPost Group
Brzoska started out by founding Integer Group in 1999, which distributed leaflets.
Seven years later, he started InPost, which operates automated lockers that allow customers to drop off and collect packages anytime of the day.
In 2023, he was awarded the Knight's Cross of the Order of Polonia Restituta by President Andrzej Duda at the Belweder Palace for his "outstanding contributions to the development of Polish economy as well as his social and charity activism".
Who Should Follow Rafał Brzoska?
- Entrepreneurs looking for real-world examples of scaling a local idea globally.
- Investors interested in the European logistics and e-commerce sectors.
- People who want to see how a CEO balances big business with charity work.
About Integer/InPost Group
InPost Group is a leader in logistics, best known for its network of automated parcel lockers.
The company continues to post massive numbers. During 2024 alone, the company has handled more than one billion parcels.
His LinkedIn Content Strategy
Rafał uses LinkedIn to document InPost’s expansion into markets like the UK and France.
He frequently shares updates on the "Omenaa Foundation," a charity he runs with his wife, showing a strong commitment to social causes.
He writes in a direct, authoritative tone that reflects his position as a market leader.
What Makes Rafał Brzoska Different?
He is not afraid to speak about humanitarian aid and social responsibility alongside quarterly profits.
Most CEOs stick strictly to business, but Rafał blends his corporate achievements with his personal mission to help others, especially regarding aid for Ukraine.
Key Takeaways for Your LinkedIn Strategy
- Combine your professional wins with your personal values to build a complete personal brand.
- Share specific numbers and growth metrics to prove your company’s success.
- Use your platform to highlight the charitable work you support.
Where Rafał Brzoska Can Grow
Rafał could share more behind-the-scenes video content of his daily routine.
While his text posts are strong, short-form video could help him connect with a younger generation of entrepreneurs entering the logistics space.
Agnieszka Kreciszewska – CFO, Caparol Polska
Agnieszka Kreciszewska challenges the stereotype that a CFO must only focus on spreadsheets and audits.
She describes her career path as moving out of a "golden cage" where she was solely a finance expert, expanding her role to include soft skills and team leadership.
She actively mentors others and speaks openly about the need for women to stop "sitting in the corner" and waiting to be noticed.
Who Should Follow Agnieszka Kreciszewska?
- Women in finance who want to break through the "glass ceiling."
- Financial professionals who want to develop better leadership skills.
- Managers interested in the psychology of team dynamics.
About Caparol Polska
Caparol Polska is part of the DAW SE group, a major European player in the building paints and insulation market.
The company focuses heavily on high-quality construction chemicals and paints, maintaining a strong position in the competitive Polish construction market.
Her LinkedIn Content Strategy
Agnieszka posts about leadership psychology, emotional intelligence in business, and the specific challenges women face in the boardroom.
She often shares takeaways from conferences or interviews she has given, reinforcing her status as a thought leader in finance.
What Makes Agnieszka Kreciszewska Different?
She focuses on the "human" side of finance.
Instead of just posting about fiscal quarters, she discusses personality types and how understanding them helps a CFO manage their team better.
Key Takeaways for Your LinkedIn Strategy
- Don't let your job title limit your content topics.
- Share personal stories about your career growth and the lessons you learned.
- Encourage underrepresented groups in your industry to speak up and take credit for their work.
Where Agnieszka Kreciszewska Can Grow
Agnieszka could post more practical "day in the life" examples of how she applies her soft skills during financial negotiations.
Real-world case studies would make her theoretical advice even more practical for her followers.
Michał Sadowski – CEO, Brand24
Michał Sadowski is the founder of Brand24 and a well-known figure in the global social listening industry.
He famously navigated a major crisis when Facebook blocked his company’s profiles, rebuilding the business with transparency and resilience.
Beyond business, he is a passionate photographer and musician, often blending these hobbies into his professional persona.
Who Should Follow Michał Sadowski?
- SaaS founders building products from scratch.
- Marketers who need to understand social listening and reputation management.
- People who appreciate leaders who are open about their failures.
About Brand24
Brand24 provides social media monitoring tools used by thousands of brands worldwide.
The company reported consolidated revenue of PLN 35.3 million for 2024.
They have served customers from over 150 countries, solidifying their status as a global tool born in Poland.
His LinkedIn Content Strategy
Michał uses a "build in public" approach.
He shares the ups and downs of running a SaaS company, including revenue milestones and product updates.
He frequently engages with his audience in the comments, maintaining a very approachable and friendly tone.
What Makes Michał Sadowski Different?
He is extremely transparent.
Whether discussing a massive drop in stock price or a record-breaking quarter, he tells the truth.
He also uses high-quality visuals and videos in his posts, using his photography skills to stand out in the feed.
Key Takeaways for Your LinkedIn Strategy
- Be honest about your struggles, not just your wins.
- Use high-quality images or video to make your posts visually distinct.
- Engage with every comment to build a loyal community.
Where Michał Sadowski Can Grow
Michał could create more long-form articles directly on LinkedIn.
His posts are often punchy and visual, but deep-dive articles about the future of AI in social listening could establish even deeper authority.
Mateusz Załubski – CMO, Incogni
Mateusz Załubski heads the marketing efforts for Incogni, a privacy tool created by the VPN giant Surfshark.
He has a background in scaling digital businesses, having previously worked at Google and FlixBus.
He is currently driving the global expansion of Incogni, helping users delete their personal data from data broker databases.
Who Should Follow Mateusz Załubski?
- Digital marketers focused on growth and scaling.
- Privacy advocates concerned about data brokers.
- Professionals interested in the intersection of cybersecurity and marketing.
About Incogni
Incogni is a data privacy service that automates the removal of personal info from data brokers.
The tool has processed over 245 million data removal requests to date.
They cover more than 420 data broker sites, helping users reclaim their online privacy.
His LinkedIn Content Strategy
Mateusz focuses on growth marketing and the importance of data privacy.
He shares insights on how Incogni is scaling and the frightening reality of how much data brokers know about individuals.
His posts are educational, explaining the "why" behind the product.
What Makes Mateusz Załubski Different?
He effectively bridges the gap between technical cybersecurity issues and consumer marketing.
He explains complex privacy problems in simple terms that anyone can understand, making the solution feel urgent and necessary.
Key Takeaways for Your LinkedIn Strategy
- Educate your audience about the problem your product solves.
- Use clear, non-technical language to explain complex industry issues.
- Share the scale of your operations to build trust.
Where Mateusz Załubski Can Grow
Mateusz could share more specific "growth hacks" or marketing experiments he runs at Incogni.
Marketers love seeing A/B test results or specific strategies that led to user acquisition spikes.
Róża Szafranek – CEO, HR Hints
Róża Szafranek is an HR expert who argues that good people management should be a system, not a reliance on one "special person."
She founded HR Hints to provide a subscription-based HR service for startups, helping them scale without the chaos.
She has supported over 50 startups and is a vocal critic of outdated HR practices.
Who Should Follow Róża Szafranek?
- Startup founders who are hiring their first employees.
- HR professionals looking for modern, scalable strategies.
- Managers who want to improve their leadership culture.
About HR Hints
HR Hints is an HR boutique that operates on a subscription model, specifically designing its services for fast-growing tech companies.
They have helped more than 60 companies build their teams and define their values in less than two years.
Her LinkedIn Content Strategy
Róża posts consistently about the common mistakes founders make when managing people.
She challenges the "family" narrative in business, preferring to view teams as sports teams focused on performance.
Her posts are often text-based and highly opinionated.
What Makes Róża Szafranek Different?
She is controversial in a productive way.
She often calls out "fluffy" HR advice and replaces it with hard truths about firing, hiring, and performance management.
This draws a clear line between her and traditional HR influencers.
Key Takeaways for Your LinkedIn Strategy
- Don't be afraid to take a strong stance against common industry myths.
- Address the specific pain points of your target audience.
- Offer systems and frameworks rather than vague inspiration.
Where Róża Szafranek Can Grow
Róża could use more infographics or carousels to visualize her HR frameworks.
Her text posts are excellent, but visual summaries would make her systems easier to save and share.
Robert Dobrzycki – CEO, Panattoni
Robert Dobrzycki is the powerhouse behind Panattoni’s dominance in European industrial real estate.
He set up the headquarters for the CEE region in Poland in 2005 and has since overseen the development of millions of square meters of warehouse space.
Under his guidance, Panattoni has become the largest developer in Europe.
Who Should Follow Robert Dobrzycki?
- Real estate professionals and investors.
- Logistics experts tracking warehouse trends.
- Anyone interested in the physical infrastructure of e-commerce.
About Panattoni
Panattoni is a leading industrial real estate developer.
In 14 years under Robert’s management the company has developed over 6.5 million sqm of warehouse space out of the existing stock of 16 million sqm in Poland.
They are a key player in building the facilities that house the supply chains for major global brands.
His LinkedIn Content Strategy
Robert shares high-level updates about new development projects and market trends.
He posts photos of massive new warehouse completions and groundbreakings.
His content is professional and focuses on the scale and speed of Panattoni’s operations.
What Makes Robert Dobrzycki Different?
While many executives talk about software, Robert talks about steel and concrete.
He shows the physical scale of business growth, which is visually striking.
Key Takeaways for Your LinkedIn Strategy
- Showcase the physical results of your work if possible.
- Position your company as the market leader by highlighting award wins and rankings.
- Keep your updates concise and news-focused.
Where Robert Dobrzycki Can Grow
Robert could share more about the sustainability features of these new buildings.
Discussing green building standards in more detail would attract a wider audience interested in ESG (Environmental, Social, and Governance).
Magdalena Ociepka – CFO, American Heart of Poland
Magdalena Ociepka is an experienced CFO and board member, specializing in financial transformation and strategic growth, particularly within the private equity and SaaS sectors.
With a strong background in M&A and IPOs, she has led organizations through complex financial transitions, optimizing financial structures and implementing advanced IT solutions.
Magdalena believes the modern CFO should not only manage budgets but also drive change through technology, enabling faster, data-driven decision-making.
Who Should Follow Magdalena Ociepka?
- Finance professionals interested in digitization.
- Executives managing healthcare organizations.
- Leaders preparing for IPOs or major financial transitions.
About American Heart of Poland
American Heart of Poland (AHOP) is a network of cardiovascular treatment centers.
The organization focuses on providing high-quality medical care and rehabilitation.
They operate over 20 medical centers across the country.
🔗 Visit American Heart of Poland
Her LinkedIn Content Strategy
Magdalena shares insights on how AI and automation are changing finance.
She posts about the importance of real-time data reporting and how CFOs can support business strategy.
Her tone is educational and forward-looking.
What Makes Magdalena Ociepka Different?
She focuses heavily on the intersection of IT and finance.
She frequently discusses "low-code" solutions and automation tools, which is rare for a traditional CFO.
This positions her as a tech-savvy financial leader.
Key Takeaways for Your LinkedIn Strategy
- Discuss the tools and technologies that are changing your specific job role.
- Share your philosophy on leadership, not just technical updates.
- Highlight your past experiences (like an IPO) to establish authority.
Where Magdalena Ociepka Can Grow
Magdalena could share more specifically about the unique financial challenges of the healthcare sector.
Bridging the gap between medical care and financial efficiency would be a unique niche to own.
Paula Januszkiewicz – CEO, CQURE Inc. & CQURE Academy
Paula Januszkiewicz is a world-class cybersecurity expert who has access to the source code of Windows.
She founded CQURE to provide specialized security consulting and training.
She is also a top-rated speaker at major global conferences like Black Hat and Microsoft Ignite, often ranking as the number one speaker among thousands.
Who Should Follow Paula Januszkiewicz?
- IT security professionals and ethical hackers.
- CTOs and CIOs looking for the latest threat intelligence.
- Women pursuing careers in tech and cybersecurity.
About CQURE Inc. & CQURE Academy
CQURE is a cybersecurity firm that performs penetration tests and incident response for clients worldwide.
They also run the CQURE Academy to train the next generation of security professionals.
Paula established the company in 2008 in Poland, and it now has departments in New York, Dubai, and Zug.
Her LinkedIn Content Strategy
Paula travels constantly, and her content reflects her global lifestyle as a keynote speaker.
She shares photos from stages around the world, along with quick cybersecurity tips and vulnerability warnings.
Her energy is high, and she often posts in English to reach her international audience.
What Makes Paula Januszkiewicz Different?
Paula is a technical expert with a rockstar persona.
She combines deep technical knowledge with a very accessible and energetic public image.
This makes cybersecurity feel exciting rather than scary.
Key Takeaways for Your LinkedIn Strategy
- Use your speaking engagements to create content (photos, key quotes).
- Share your travel and behind-the-scenes moments to humanize your brand.
- Demonstrate your expertise by sharing quick technical tips.
Where Paula Januszkiewicz Can Grow
Paula could post short video clips from her actual presentations.
Letting her LinkedIn followers see snippets of her high-energy talks would be very engaging.
Darek Maciołek – CMO & CXO, BNP Paribas
Darek Maciołek is a highly decorated marketing leader.
He served as the Chief Marketing Officer for seven years before recently taking on the dual role of CMO and Chief Experience Officer (CXO) at BNP Paribas to better integrate marketing with customer experience.
Under his leadership, the bank’s marketing efforts have achieved international recognition, winning seven Cannes Lions awards.
He was also recently elected President of the Polish Organization of Advertisers (POR)
Who Should Follow Darek Maciołek?
- Marketing directors in the financial sector.
- Leaders interested in the intersection of Customer Experience (CX) and marketing.
- Creatives looking for inspiration in corporate branding.
About BNP Paribas
BNP Paribas Bank Polska is a universal bank listed on the Warsaw Stock Exchange.
It is part of the global BNP Paribas Group.
The bank provides a full range of services for individuals, businesses and corporations in Poland.
His LinkedIn Content Strategy
Darek's content centers on the bank's commitment to creating campaigns that stand out from the competition.
He focuses on the strategic thinking behind internationally recognized marketing efforts.
He often shares reflections on leadership and the power of creative ideas.
What Makes Darek Maciołek Different?
His focus on combining marketing with customer experience makes him stand out.
He approaches marketing with a visionary perspective, leading campaigns that have won top global prizes, including a Titanium and Grand Prix Glass at the Cannes Lions festival.
Key Takeaways for Your LinkedIn Strategy
- Focus on the strategic "why" behind your marketing successes.
- Discuss how integrating different departments (like marketing and CX) creates better results.
- Share your awards and recognition to build creative credibility.
Where Darek Maciołek Can Grow
Now that he has taken on the CXO role, Darek could share more detailed insights into the operational processes of integrating marketing and customer experience.
Providing specific examples of this integration would add deeper value for his followers.
Paweł Barski – CMO & CCO, UNICEF Poland
Paweł Barski transitioned from the corporate world (Ricoh) to the NGO sector, bringing business-level marketing strategies to charity.
He was named "Director of Marketing of the Year" in the NGO category for his work at UNICEF Poland.
He successfully redefined how the organization cooperates with business, proving that helping children can also be an effective platform for corporate partners.
Who Should Follow Paweł Barski?
- Marketing professionals moving from B2B to non-profit.
- CSR (Corporate Social Responsibility) managers.
- Anyone interested in the intersection of business and humanitarian aid.
About UNICEF Poland
UNICEF Poland works to protect the rights of children worldwide.
They run major fundraising campaigns and advocate for children's safety.
Paweł’s campaigns have helped modernize how the organization attracts corporate donors.
His LinkedIn Content Strategy
Paweł posts about the impact of UNICEF’s work and the importance of corporate partnerships.
He thanks partners publicly and shares data on how funds are being used.
His tone is grateful yet professional, bridging the gap between charity and business.
What Makes Paweł Barski Different?
He treats the NGO like a major brand.
He uses professional marketing terminology and strategies to discuss charity work.
This professionalization helps attract serious business partners who want to see results, not just good intentions.
Key Takeaways for Your LinkedIn Strategy
- Treat your non-profit or cause-driven work with the same professional rigor as a corporate role.
- Publicly acknowledge and thank your partners to build relationships.
- Show the measurable impact of your work.
Where Paweł Barski Can Grow
Paweł could share more personal reflections on the transition from the corporate sector to an NGO.
Many professionals consider this switch, and his advice on the cultural differences would be highly valuable.
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