In this episode of Spikes Excitement Talks, Gordon welcomes Ewelina Kawnik, Regional Marketing Director for North Region at EssilorLuxottica – the powerhouse behind iconic brands like Ray-Ban, Oakley, Prada Eyewear, and more.

With an impressive career spanning nearly two decades in giants like Unilever and Heineken, Ewelina shares what it’s like to pivot into a completely new industry — from global beer campaigns to high-fashion eyewear and vision innovation.

Ewelina opens up about what drew her to marketing in the first place: the unique blend of logic and intuition, psychology and creativity, empathy and business acumen.

They talk about the difference between B2C and B2B marketing, the importance of cross-functional collaboration, and how marketing can truly improve lives — especially when it’s about helping people see better.

Ewelina’s journey is driven by relentless curiosity and a passion for meaningful impact. She also shares the brands she admires most, what she’s learned from working in both sales and marketing, and why empathy might just be the secret superpower of great marketers.

They wrap up by looking ahead: the future of marketing in an AI-powered world, the role of personalization, and how emerging technologies will reshape how brands connect with people.

Tune in for an interesting conversation about  brand building, creativity, and the energy that comes from trying something new.