Piotr Machała

About

Senior marketing operator and AI-native founder with a hybrid track record spanning creator economy, gaming, community building, and AI product/GTM. Built and monetized a top-tier Polish gaming YouTube channel (187K subs, 21M+ views, PLN 10–20K net/month) and founded Poland’s largest closed CS:GO Facebook community (Esport Polska, 32K+ members). Co-founded and led an esports organization competing at Poland’s top national CS:GO league and served as an on-air analyst for IEM Katowice 2022. Most recently led influencer campaigns for global AAA gaming publishers, managing ~$3–4M annual budgets (~$6.5M cumulative) across 60–80 campaigns/year. Currently co-founder & CEO of ULSA, an AI-powered industry news app launched May 2026, where she leads product vision, GTM, AI workflow stack, investor relations, social operations, and ASO.

Experience

• Co-founder & CEO · ULSA sp. z o.o.06-01-2026

  Consumer mobile subscription app (iOS, Android, Web) delivering personalized AI industry news briefings across multiple verticals. Co-founded with technical co-founder; product launched May 2026. • Own product vision, brand identity, UI/UX direction with external designer, and editorial rules for AI content curation (industry taxonomy, source quality standards, language tone) • Designed full GTM: subscription tier architecture (Scout / Ritualist / Strategist), unit economics modeling, Stripe-based payment infrastructure with promotional free-trial mechanics • Built and operate AI workflow stack: n8n (Hetzner VPS), ElevenLabs v2 multilingual voice synthesis, Post Bridge, Claude / Gemini / ChatGPT / Perplexity (Claude as primary), Microsoft Clarity, AppsFlyer, AppTweak, Canva, Ghost • Personally built Hermes Agent from zero — internal X/Twitter discovery pipeline for sourcing AI marketing voices • Own investor relations, fundraising narrative (pre-seed pipeline post-launch), social media operations, and full ASO across DE, ES, PL, US markets

• Influencer Relations Manager · Joined Media Group (JMG)07-01-2024 – 04-30-2026

  End-to-end campaign lead for global AAA gaming publishers at a Berlin-registered influencer marketing agency. Operated across 5 international markets (US 55%, UK 15%, PL 20%, CZ 5%, IT 5%) as single IC for first 14 months. • Managed ~$3-4M annual influencer marketing budget across 60-80 campaigns/year — approximately $6.5M cumulative across tenure • Contracted 250-300 creators end-to-end: sourcing, outreach, negotiation, contracts, delivery, performance tracking, reporting • Clients: Plarium (Raid: Shadow Legends, direct relationship), Wargaming (World of Tanks Blitz), Tencent / LEVEL Infinite (Arena Breakout Infinite, Delta Force), Grinding Gear Games (Path of Exile, Path of Exile 2), Gunzilla Games (Off The Grid), Domino Dreams, Dice Dreams, Rust Mobile, Onestate, War Thunder, Rules of Engagement, Travel Town • Largest single campaign: $600K. Highest individual creator deal: $45K • Off The Grid launch (Gunzilla Games): contributed Polish creator slate (7 talents alongside 3 core); campaign reached #3 most-watched game on Twitch globally during launch window, trailing only League of Legends Worlds and IEM CS:GO • Opened Polish market for Plarium (Raid: Shadow Legends): identified unconventional creator fit (Dla Pieniędzy), drove highest single-talent ROAS on PL in trailing 12 months — Plarium subsequently committed a full month to booking Polish talents from agency roster • World of Tanks Blitz PL productions: led booking, negotiation, and on-site management for 15-17 talents across 2 campaigns; on-site shoots in London (with Jan Błachowicz) and Warsaw (Błachowicz + Joanna Jędrzejczyk); 3M+ aggregate Polish-language views • Represented JMG at Gamescom and external press events; led on-site delivery at Gunzilla Games' Frankfurt office during Off The Grid launch; principal organizer of Path of Exile 2 Warsaw launch • AI delivery innovation: designed and operated a translation pipeline (ElevenLabs voice-to-text extraction → LLM translation) delivering localized creator content to non-Polish-speaking clients — first in agency, deployed across all campaigns; outputs delivered directly to clients including Plarium

• Head of Marketing · Metahero (HERO Token)01-01-2023 – 05-31-2024

  Polish Web3 / metaverse scale-up (peak market cap $500M+, founded by Robert Gryn / Codewise). Joined during sector-wide Web3 correction; period offered direct exposure to the gap between marketing theatre and real campaign execution in tokenomics-driven cycles. Departure coincided with broader operational instability across the project.

• Founder / Content Creator / Esports Operator / Broadcast Analyst / Community Founder · Self-employed / Independent Operator (Esport Polska, Creator/Channel)01-01-2016

  Esport Polska (Facebook community) — Founder & long-time admin of Poland's largest closed CS:GO community on Facebook. October 1, 2017 – Present • 32,800+ members; 20,283 monthly active members (62% MAU engagement rate, data: May 2026) • 8 years of continuous activity — community remains active after transition to volunteer moderation model (2024); self-sustaining for 18+ months without active founder oversight • Brand partnerships delivered through community: Red Bull, LVBet (campaigns delivered directly via the group) Rito Esport / Tukan Esport (YouTube channel) — Solo-built and operated a top-tier Polish CS:GO commentary channel covering esports news, drama analysis, and gaming content (CS:GO primary, LoL/Fortnite secondary). • 2016 – December 2022 • Peak: 187K subscribers, 21M+ total views, top single video 500K+ views • Stable income of PLN 10-20K net/month for 4-5 years through diversified monetization stack (AdSense + brand partnerships + affiliate) • Brand partnerships: SteelSeries, Plarium (Raid: Shadow Legends), Red Bull, STS, LVBet, others • Creator collaborations: Jacob, Yoshi, Zebo, Da Mian , Nolif • Full-stack solo operator: strategy, scripting, recording, editing, thumbnails, SEO, distribution, partnership negotiation • Channel sold December 2022; continues today as Tukan Esport SEAL Esports — Co-founder & operating lead · September 2017 – April 2018 • Polish CS:GO organization, ~10 people (5 players + staff); operating lead with two co-founders inactive in practice • 9 tournament wins in 7 months; Top 3-4 PL ranking at peak • 24 matches played, 50%+ win rate, direct invites to all 7 tournaments entered • Competed at ESL Mistrzostwa Polski Spring 2018 (B-Tier, Poland's top national league) • Sponsorships secured: CSGOEmpire, Prozis, Joma • Publicly documented at liquipedia.net/counterstrike/SEAL_Esports Broadcast Analyst — IEM Katowice 2022 + ESL Mistrzostwa Polski Spring 2022 · February – May 2022 • Selected by ESL Poland as on-air studio analyst for two concurrent CS:GO tournaments: IEM Katowice 2022 (S-Tier, $1M prize pool, top-3 global esports event) and ESL Mistrzostwa Polski Spring 2022 (B-Tier national championship) • Officially credited on Liquipedia as broadcast talent, alongside Kinga Kujawska (Desk Host), Łukasz "Hermes" Pożyczek (Analyst), and other Polish CS:GO scene voices • ~5-6 group-stage appearances at IEM Katowice; stable analyst role across ~75 hours of ESL MP airtime (185K+ cumulative hours watched) • Additional brand interviews including TotalBet

Education

• Kozminski University (Akademia Leona Koźmińskiego)Management and Artificial Intelligence

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