PhD Candidate at the Faculty of Management, University of Warsaw | Consultant in Business Development and Innovation | Lecturer in Marketing Performance, Marketing Technologies and Business Strategy &Tech
Edyta Barmentloo is a researcher, academic lecturer, and senior consultant specializing in business development, innovation management, and marketing technologies (MarTech). She is currently pursuing her PhD at the Faculty of Management, University of Warsaw, where her research focuses on the impact of digitalization and MarTech on the evolution and development of business strategies.
She has over twenty-five years of professional experience gained in international corporations, combining academic insight with managerial and strategic practice. Her expertise spans the banking and finance, automotive, FMCG, and human resources sectors, where she has led projects in digital transformation, marketing automation, and customer experience management (CX). She is the author of innovative solutions that have contributed to a shift in consumer behavior in the financial and automotive sectors—from ownership-based to usage-based models of product and service consumption.
Since 2018, she has been collaborating with entrepreneurs and SMEs, supporting them in the development of data-driven business processes, marketing automation, and the integration of technology with human competencies. Her approach aligns with the concept of Human-Driven Technology, emphasizing ethical, human-centered, and sustainable technological development.
Since 2021, she has served as a Program Leader and Mentor in the EIT Jumpstarter, a leading European pre-acceleration program supporting early-stage startups in commercializing innovations. In 2022, she was recognized by both program organizers and participants for the outstanding effectiveness and results of her workshops.
Her research interests lie at the intersection of innovation, entrepreneurship, and marketing technologies, with a particular focus on regenerative and sustainable business models, digital strategies, and organizational learning in the era of artificial intelligence and automation.
As a lecturer, she bridges theory and practice by teaching courses on AI in Business, MarTech, Innovation Management, Marketing Strategy, Entrepreneurship, and Digital Transformation, engaging both students and business professionals in exploring new forms of human–technology collaboration.
Her main areas of research and teaching include:
- Strategic management: integration of business, marketing, and technology
- Marketing technologies (MarTech) and CRM systems
- Innovation and commercialization processes
- Development of interdisciplinary teams and leadership in digital transformation
- Customer experience (CX) in the immersive era
She is a graduate of the University of Wrocław, Faculty of German Philology, and a PhD candidate at the University of Warsaw, Faculty of Management, conducting research on “The impact of digitalization and MarTech on changes and the development of business strategies.”