Piotr Machała

Creator side
Brand side

Ten years in marketing and growth. Eight markets. I build products, audiences and revenue across gaming, esports, Web3, 3D, AI, consumer brands and sport.

Warsaw, Poland
Working in Polish and English

Portrait of Piotr Machała
187KYouTube subscribers
built solo, from zero
60 to 80Campaigns delivered
per year
8Markets
run in parallel

Creator

2016 to 2022

A content business
Built solo, from 16

I started the channel at 16. It became one of the largest Polish esports channels on YouTube. I wrote, filmed, edited, made thumbnails, handled SEO and negotiated the partnerships myself.

Six years later I sold the channel. It is still running as Tukan Esport.

SteelSeriesRed BullPlariumSTSLVBet
21M+

Lifetime channel views

Subscribers at peak
187K
Best long-form video
500K+ views
Channel sold
December 2022

Founded October 2017

A community that runs without me

I founded Poland's largest CS:GO community on Facebook. After seven years of daily moderation, I recruited and trained a volunteer team and handed it over in 2024. Engagement has not dropped.

Brand campaigns ran directly through the group for Red Bull and LVBet. Member approval keeps bots out.

32,800+Total members
20,283Monthly active, 62% MAU
The Esport Polska Facebook group

Esports, 2017 to 2022

From running the team
to the analyst desk

I co-founded SEAL Esports and ran it day to day: roster decisions, people and sponsors. Four years later I was on air at IEM Katowice.

SEAL Esports
Top 3 to 4 in Poland
Tournament wins
9 in 7 months
Sponsors secured
CSGOEmpire, Prozis, Joma
IEM Katowice 2022
Studio analyst, $1M prize pool
ESL Mistrzostwa Polski
~75 hours on air, 185K+ hours watched
IEM group-stage broadcasts
Five to six appearances
Piotr Machała on the analyst desk at an ESL broadcast
SEAL Esports lifting a tournament trophy

Operator

Agency, July 2024 to April 2026

Creator partnerships
Global AAA scale

Sixty to eighty campaigns a year across eight markets in Europe, Asia and Latin America, covering launches and sustained live-service beats.

For the first fourteen months, I was the sole individual contributor. Selection, negotiation, briefing, delivery review and the performance conversation with the client were all mine.

250 to 300

Creators contracted end to end per year

  • Poland
  • US
  • UK
  • Czechia
  • Italy
  • Hong Kong
  • Taiwan
  • LATAM
Tencent
LEVEL Infinite
Wargaming
Plarium
Grinding Gear Games
Gunzilla Games
Gaijin Entertainment
SuperPlay
Candivore
ChillBase

Off The Grid launch

The campaign reached number three most-watched game on Twitch globally during the launch window, behind League of Legends Worlds and IEM CS:GO.

I delivered the Polish creator slate: seven talents alongside three core.

Opening Poland for Plarium

I identified an unconventional creator fit. It produced the brand's highest single-talent ROAS in Poland over a trailing twelve months.

Plarium then committed a full month to booking Polish talents from my roster.

World of Tanks Blitz

Lead on booking, negotiation and on-site management for 15 to 17 talents across two campaigns. Shoots in London and Warsaw with Jan Błachowicz and Joanna Jędrzejczyk.

3M+ aggregate Polish-language views

The work, on screen

Every creator below went through me from sourcing to delivery. These are selected placements; each campaign ran with more creators. Timestamped videos open at the placement.

World of Tanks Blitz
Yoshi video thumbnail
Yoshi6:22
Vidrail video thumbnail
Vidrail1:39
Finoggin video thumbnail
Finoggin2:53
Arena Breakout: Infinite
Nano video thumbnail
Nanofull video
IzakTV video thumbnail
IzakTVfull video
Riloe video thumbnail
Riloefull video
War Robots
Zanny video thumbnail
Zanny4:49
BaronVonGames video thumbnail
BaronVonGamesfull video
Pago video thumbnail
Pago3:36
Rules of Engagement
OperatorDrewski video thumbnail
OperatorDrewski4:01
Nogla video thumbnail
Nogla1:51
Stimpee video thumbnail
Stimpee3:49
Raid: Shadow Legends
Dla Pieniędzy video thumbnail
Dla Pieniędzy11:19
HiddenXperia video thumbnail
HiddenXperia2:25
LtBuzzLitebeer video thumbnail
LtBuzzLitebeer0:52
Rust Mobile
Anthomnia video thumbnail
Anthomnia0:02
TopeREC video thumbnail
TopeREC2:43
Daggz video thumbnail
Daggz4:05

On set
On the ground

Jan Błachowicz for World of Tanks Blitz

Two shoot cities, London and Warsaw. Booking, negotiation and on-site management across two campaigns and 15 to 17 talents, with a UFC light heavyweight champion on set.

On set with Jan Błachowicz
Jan Błachowicz in the cage during the shoot
The set before the shoot

Path of Exile launch, Warsaw

I ran the Polish side of the launch event at H40S, from the brief to the creator line-up. Delivered in partnership with Stormmedia.

Creators on stage at the Path of Exile launch event
A creator on the microphone during the event
A player at one of the event stations
The Path of Exile launch event in Warsaw
Creators at the Path of Exile launch event

Head of Marketing, January 2023 to May 2024

Marketing through
a full downcycle

Metahero was a Polish Web3 scale-up with a peak market cap above $500M. I joined during the sector-wide correction and owned brand, social, community and creator partnerships through it.

The job was answering people honestly rather than posting past them. It taught me to distinguish campaign execution from spectacle and to check founder narratives in environments with high information asymmetry.

A Metahero brand installation at an event

The Mata avatar

A 200-camera photogrammetry rig produced the 3D avatar of Mata, one of the biggest artists in Poland. The scan carried into his music videos and the visual set of his tour.

Mata music video still Mata music video still

From a scan to a production-ready asset

Sasha's scan became a digital human for games, film, advertising and virtual production. The capture and the finished asset in Unreal Engine 5:

The scan
The scan
The asset running in an Unreal Engine 5 environment
In Unreal Engine 5

Builder

A client problem
A pipeline I built

Clients without Polish fluency could not review Polish creator content before it went live. Nobody asked me to fix it.

I designed, built and ran an LLM translation workflow on every campaign of mine from then on. The output went straight to clients, including Plarium.

  1. Polish creator content
  2. ElevenLabs voice to text
  3. LLM translation into English
  4. Localised content delivered to the client

Ulsa, co-founder, 2026

AI intelligence
Built into a product

A subscription app on iOS, Android and web, delivering personalised AI industry intelligence across fourteen verticals and four language markets.

I owned product vision, brand identity, editorial rules, subscription tiers, unit economics, communications and ASO across DE, ES, PL and US.

The Ulsa app mascot
Automation
Self-hosted n8n on a Hetzner VPS
Models
Claude as primary, plus GPT, Gemini, Perplexity
Custom build
Hermes Agent, an X discovery pipeline built from zero
Commercial
Stripe subscriptions, trial mechanics, unit economics
Measurement
AppsFlyer, AppTweak, Microsoft Clarity

What I bring to the work

Marketing & growth

  • Influencer marketing in gaming, at AAA and global scale
  • End to end campaigns and full market slates
  • Creator sourcing, negotiation and contracting
  • App Store and Play Store optimisation
  • Performance tracking and client reporting
  • Go-to-market, pricing and unit economics
  • Community building at 32K+ members
  • Event production and on-site delivery

AI & product

  • LLM operations with Claude as primary
  • Custom agents built from zero
  • AI translation pipelines
  • Editorial rules and taxonomy for AI curation
  • Product vision and UI direction

Founder & leadership

  • A company from registration to launch
  • Investor relations and fundraising narrative
  • Delivery across design, tech and marketing
  • Public representation at Gamescom, IEM and in press
  • Cross-cultural collaboration across eight markets

Let's talk

piotrmachala99@gmail.comLinkedIn