Most influential women in polish marketing and business

illustration: DALL-E

The Widoczni agency has prepared a list of women worth following on LinkedIn in search of inspiration, reliable knowledge, and proven business practices. Based on the Ranking of Polish Marketing Personalities, 35 experts were selected who achieved the highest score in the agency`s proprietary index - WidoczniScore.

The list was compiled together with the Institute for Media Monitoring, which provided in-depth data on the strength and reach of the featured leaders` personal brands. The following indicators were taken into account: number of publications, reach, advertising value equivalency (AVE), number of high-exposure publications, and the number of publications in industry media.

Who rules on LinkedIn?

As a result of the cooperation between IMM and Widoczni, a list was created of experts who actively and regularly share knowledge in the field of marketing and business, and whose personal brands are strongly visible in the industry media.

• The leader of the list in terms of the number of followers on LinkedIn is Monika Smulewicz, managing director of Eduwersum Collegium of HR Development and founder of the HR na Szpilkach blog, who is followed by nearly 72.5 thousand people on the platform.
• Second place went to Natalia Bogdan, headhunter and founder of the Jobhouse employment agency, with 63.2 thousand followers.
• The podium is closed by Sylwia Królikowska - psychologist, business trainer, and author, known as the "Supernanny of Leaders," followed by almost 44.5 thousand users.

The highest WidoczniScore, which is the Widoczni agency`s proprietary criterion and represents a subjective assessment of a given person`s creative output, was awarded to Joanna Malinowska-Parzydło (33 points) - the author of the Polish term "marka osobista" (personal brand), a pioneer of personal branding in Poland, and creator of the book "Jesteś marką" (You Are a Brand). In second place was Anna Ledwoń-Blacha (31 points) - marketer, co-creator, and organizer of CRASH Mondays events. Following her, Angelika Chimkowska, Kama Kotowska, Dagmara Pakulska, and Monika Smulewicz tied for third (with 30 points each).

And who in the media?

• The expert who was most frequently visible in classic media (press, radio, television, and internet portals) and social media is Monika Smulewicz (over 1,600 publications in total).
• Second place in terms of the number of media publications was won by Natalia Hatalska - trend researcher, CEO, and founder of Infuture.institute (over 1,300 publications).
• Third position in this ranking, with 762 publications, was secured by Dominika Bucholc, strategist and expert in the field of new technologies.

Natalia Hatalska boasts the largest media reach. In her case, the number of potential contacts with media messages amounted to over 14.8 million, which means that a statistical person over the age of 15 could have encountered information mentioning her an average of 2 times over the past year. The second position belongs to Monika Smulewicz (over 13.6 million). Third place was taken by Janina Bąk, statistician, book author, and creator of the Janina Daily blog (nearly 8 million).

Natalia Hatalska is also the leader of the ranking considering the Advertising Value Equivalency (AVE), which in her case was estimated at nearly 12 million PLN. In the second position of this list was Agata Chmielewska, e-commerce & UX Consultant, with a result of over 6.4 million PLN, and the third position belongs to Róża Szafranek, founder of the HR Hints agency (nearly 5 million PLN).


In terms of the number of publications in industry media, Anna Ledwoń-Blacha won with 79 materials. In second place was Katarzyna Dworzyńska, founder and CEO of the PR Calling agency and vice president of the Association of PR Companies (58 publications). Third place went to Dagmara Pakulska, social media trainer (44 publications).

Most valuable exposure

Regarding the number of high-exposure publications—the most valuable materials appearing in the most visible places:

• first place was taken by Dominika Bucholc with 315 publications.
• Second place in this category was won by Kamila Kierzek-Mechło - B2B strategist and marketer specializing in new technologies and the use of AI in business, and managing director of BUZZcenter (249 messages).
• In third position was Natalia Hatalska with 143 publications.

"Building a personal brand has become one of the essential elements of functioning in marketing and business today. More and more experts are consciously developing their brand on LinkedIn, among other ways by sharing knowledge, which in turn translates into their presence across the entire media space. The leaders of the list regularly comment on market changes, which makes them frequently quoted by journalists in the context of important industry topics," indicates Monika Ezman, managing director of Services at IMM, in a comment for the PRoto.pl portal. "Media monitoring data shows which experts are shaping the debate on business and marketing. Numbers have the advantage of showing influence in a measurable way. This also applies to the assessment of the media strength of a personal brand."

Detailed information about the list is available on the Widoczni agency website.

Methodology:

The IMM analysis was conducted based on messages in Polish press, radio, television, internet portals, and social media published between January 1 and December 31, 2025. The number of followers on LinkedIn is as of March 6, 2026.

Reach informs about the number of potential contacts with a media message. The indicator is developed based on the viewership and listenership of radio and television programs, press readership, the average number of views of internet materials—taking into account the exposure coefficient of proper names in the content—and the organic reach of social media channels.