PayU appoints new Commercial Director for Central Europe

Sylwia Bilska is a dynamic business leader with over 15 years of experience in C-Level roles in marketing, sales, and strategy across consumer goods, eCommerce, and B2B/B2C services, in both developed and emerging markets.

Sylwia Bilska’s Experience

Her track record includes numerous successes in managing complex and strategic business challenges, as well as leading P&L execution at both single-country and multi-country levels. She has developed growth strategies and been accountable for results for brands such as AVON, Philip Morris, Oriflame, and advertising agencies.

Rebranding PayU in 16 countries

As PayU’s Marketing Director for Central and Eastern Europe, Sylwia Bilska built the company’s and PayU brand’s value — PayU being a leading electronic payments provider within Naspers, one of the world’s 10 largest eCommerce firms. In recent months, she successfully led a global rebranding initiative across 16 countries. She promotes innovation, business growth, and financial performance.

New product for consumers

PayU’s core operations focus on providing payment services for e-commerce businesses. However, the market leader in electronic payments is also expanding its engagement with individual consumers. The recent brand identity shift marks the beginning of a process culminating in the market launch of a consumer-focused product. At the same time, users will continuously experience improvements enhancing their satisfaction with PayU’s services.

Wojciech Czajkowski in the Board

Wojciech Czajkowski, previously Managing Director of PayU Poland, has been appointed as the Managing Director responsible for preparing and developing the consumer product. He will also assume a role on the Board of PayU S.A.

Terms from the article

B2C — Business-to-Consumer / Firma zum Endverbraucher. A business model in which a company sells directly to individual end consumers. Communication often emphasizes benefits, emotions, comfort, price, and quick purchasing processes.

Why it matters: Enables appealing to emotions and comfort: consumers make decisions quickly, independently, and often based on feeling rather than analysis. A simple purchasing path can mean more than a single argument.

Major personnel changes at PayU — who joins the Board?

When to apply: For marketing to consumers: product campaigns, advertising initiatives, e-commerce, and everyday brand communication. Used in two contexts: consumer marketing and as a business model (company-to-consumer sales).

Risk of ignoring: Communication that reads like a tender document bores the consumer — the winner is the one who speaks shorter, warmer, and makes the purchase easier.

B2B — Business-to-Business. A business model where a company sells products or services to other organizations. The decision-making process typically involves multiple stakeholders, longer sales cycles, and expert-level content and proposals.

Why it matters: Requires tailored communication: decisions are made by committees, cycles last months, and content must convince experts, not consumers. Effective B2B marketing builds on knowledge and trust, not impulse.

When to apply: When selling to companies: expert content, long cycles, proposals, and business relationships. Used in two contexts: B2B marketing and as a business model (firm-to-firm sales).

Risk of ignoring: Treating a business client like a consumer results in campaigns that look impressive but fail to pass the purchasing department.

Summary

PayU is strengthening its management team as it shifts focus toward individual consumers. Sylwia Bilska, formerly PayU’s Marketing Director for Central and Eastern Europe, has led a global rebranding of the PayU brand across 16 countries. Previously, she worked with brands such as AVON, Philip Morris, and Oriflame.

Wojciech Czajkowski, formerly Managing Director of PayU Poland, will lead the preparation and development of the consumer product and also join the Board of PayU S.A. PayU is part of the Naspers group, one of the world’s 10 largest eCommerce companies.