Zofia Zak
Founder · ROI and Shine + AI and Shine
AI and digital strategist with 15+ years on the front line of digital transformation. An uncommon combination of three competencies in one operator: P&L owner · SEO/GEO pioneer · AI operator.
Managed a €150M P&L across 30 markets, €30M annual media budgets, a website generating 575M monthly sessions.
Numbers that define the experience
- P&L under management
- €150M
- Operating markets
- 30 countries — EU + LATAM + US + Asia
- Single annual media budgets
- €30M
- Portfolio sessions / month
- 570M
- Replatforming without revenue loss
- 21 markets · €120M
- M&A integrations
- 5 platforms harmonized
- Cross-functional teams
- up to 75 people
Three moves that define the practice
- 1
leboncoin / Adevinta — GEO before GEO had a name (2013–2020)
From a small team, I built one of the most effective growth engines in the French digital market. As early as 2018, I deployed semantic clustering and embeddings — what the market today calls GEO, methods that in 2026 power visibility across AI engines.
Scale: 575M monthly sessions, 29M MAU, mobile-first transformation. Integrated 5 platforms post M&A (B2B, B2C, B2B2C, SaaS) into a single growth engine. Deployed MMM and in-house media buying across €30M offline ↔ online attribution — seven years before cookie deprecation made it a must-have.
- 2
Gemini Pharmacy / Warburg Pincus — SEO migration in the hardest niche in the world (2021–2022)
I led the domain migration aptekigemini.pl → gemini.pl in YMYL/medical — where the industry standard assumes a 20–40% traffic loss. Result: zero loss + continued organic growth. One of the largest SEO migration case studies in Polish e-commerce.
Plus pharmacy → drugstore model transformation, CR >4%, healthcare data compliance.
- 3
Expondo — Margin-led, not revenue-first (2022–2025)
I reversed the growth thinking in e-commerce across 26 markets — from “more sales is better” to profitability and CM2 as the priority. SKU-level attribution, margin-based bidding, campaign optimization on Google Shopping and marketplaces (Amazon, ManoMano, eBay, Bol, Allegro).
Results: +20% CM2, ROAS from 4.1 to 6.2, €300K additional margin per month, plus an in-house AI content factory that delivered +40% organic growth at lower cost.
What I do at ROI and Shine and AI and Shine
At ROI and Shine, I help e-commerce companies, marketplaces, and B2B SaaS turn AI into a real margin lever. AI audits, 6–36 month roadmaps synchronized with the P&L, proprietary tools (automated SEO audits, SEO AI content factory, GEO/LLM visibility).
At AI and Shine— practical EU AI Act compliance: system inventory, risk classification, FRIA/DPIA, compliance training. I bridge the legal and operational worlds so regulation doesn't block growth.
ROI and Shine isn't just a company name — it's the philosophy I work by
Instead of the usual “Rise and Shine,” I deliver ROI and Shine to every business: real return on investment, and a result that genuinely shines — at the margin level.
I don't sell hype. I share the perspective of someone who has spent years on the business side, fully accountable for results. I speak directly, ask uncomfortable questions, and surface what others prefer to leave untouched.
Clients don't pay me for pretty slides — they pay me for the one conversation after which they see their business through completely new eyes.
On industry stages
Sharing practice from the stages of international e-commerce and performance marketing conferences.
Let's stay in touch
Speaking · MobileOne Paris · EBG Conference Paris · One to One Biarritz
Based in · Warsaw · Trilingual PL / FR / EN
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