From a seedling to a machine: 3 years as fractional CMO

The client

BWS Event Support provides technical crews for events: stagehands, technicians and production staff. Kraków and Warsaw, available across Poland and Europe. They can field over 100 people at once. Website: bws.net.pl.

The role

Fractional CMO, February 2023 until today. The role grows every year.

Diagnosis

Marketing existed, but as a seedling. No videos, only graphics, an unfinished website. It had to be built from scratch. I came in with the full stack: Meta ads, video production, website updates, blog, sales support.

The goal

BWS was to become known as a great company providing great people, and a good workplace for professionals. Marketing does two jobs at once: it attracts employees and clients.

Plan and execution

• BWS TikTok: built and grown by me from zero, fully organically.
• Scaling all social profiles, photo shoots, company merch, trade-show appearances.
• A sales newsletter to clients in Europe and the Middle East, in English.
• Recruitment campaigns: Meta Ads, TikTok Ads, YouTube Ads. Over 500 people a year join.
• A “warming the base” push: reactivating verified people who stopped taking shifts.
• Communication automation with workers via Messenger and WhatsApp, onboarding and materials for new stagehands.
• Training platform: 13 videos, 65 minutes of material, an AI quiz after each video.
• SEO and AI in the process: e.g. an AI chat answering repetitive questions, saving the team hours.
• Sales support: creating offers and offer videos together with the sales team.

This is a strategic-operational role. Not just how the company looks outside, but how it talks to its own base of people and how it organises their growth path inside.

Result

As of 12.06.2026:

• TikTok: 4 252 followers and over 50 000 likes (from zero, organically).
• Instagram: 2 840 followers.
• Newsletter: average open rate around 60%.
• Recruitment: over 500 people a year join BWS.

What was hardest

Selling directly from marketing. Sales cycles in the event industry are long and attribution is hard. The signals are clear though: clients say BWS has great marketing and that the decision path impressed them. It works, it just refuses to fit a simple spreadsheet.

Even though Przemek is an external marketing director, he integrated with us so well that he feels like our own in-house director. I value his independence and proactivity. He came up with the initiative to build an AI-based chat that answers repetitive questions, which saved us many hours. I recommend him.

Wojciech Klonowski, Strategy Director, BWS Event Support

Verify it yourself

tiktok.com/@bwseventsupport · instagram.com/bws_eventsupport

„Przemek has been supporting BWS in marketing and communication for several years. He understood our industry and company very quickly and integrated perfectly. We have consistent communication, we reach new people and we build engagement within the team. I recommend him."