HP Marketing and Advertising: As the Director and Head of Media—North America and LATAM at HP Inc., Karolina Tuszewicka is responsible for shaping the media strategy across both regions. Tuszewicka will be one of the major brand leaders speaking at the Portada Marketing in Multicultural America Summit in Los Angeles on June 5. In 2024, HP spent over US $100 million on advertising in digital, print, and national TV in the U.S., according to MediaRadar. Worldwide advertising spend was approximately US $628 million, according to Statista.
HP Marketing and Advertising: Managing the Complexity of Leading Media Teams
Tuszewicka is an expert in in-house media and advertising operations. She was involved in the in-housing process for HP North America and led the establishment of a full-scale in-house agency for HP LATAM.To work on a unified strategy and to manage complexity across many markets and media partners, “it starts with building strong, in-house media capabilities and clear operational frameworks,” Tuszewicka notes. “I’ve established Centers of Excellence that drive consistency in planning, activation, and performance measurement across markets. Collaboration is key, whether aligning with marketing, sales, category leads, or bridging agency and partner teams. I focus on simplifying structures, empowering local teams with strategic guardrails, and using shared tools and dashboards to create visibility, accountability, and speed in decision-making.”
“I focus on simplifying structures, empowering local teams with strategic guardrails, and using shared tools and dashboards to create visibility, accountability, and speed in decision-making.”
The Biggest Opportunity for HP Advertising
Tuszewicka will participate in the session “MEDIA BUYING AMIDST BREATHTAKING DISRUPTION: AI Agents, Declining Traditional Search and Exploding Retail Media” at the upcoming Portada Los Angeles Summit on June 5. As a quick overview about where she sees the most significant opportunities, Tuszewicka cites:
- Modernizing B2B media with more personalization, scalable ABM, and integration with martech and sales motions.
- Tapping into AI for both planning, measurement, and automation.
- Operational excellence, reducing fragmentation, improving planning discipline, and enabling better measurement (MROI, incrementality) to drive more intelligent investment decisions.
- These are all levers we’re pulling to shift from execution to performance-led media.
E-Commerce: Creating and Capturing Demand
Online sales revenue of hp.com amounted to US $1764.2 million in 2024, according to ECDB, E-commerce campaigns are an essential driver to promote shipments, which in the fourth quarter of 2024, amounted to 26.1 percent of all PC units in the United States, according to Statista, While Tuszewicka’s team does not oversee HP’s eCommerce campaigns directly, a separate team is responsible for transactional eCommerce, she leads media strategy and activation for both D2C and B2B initiatives. “We focus on creating and capturing demand across the whole customer journey. From a media perspective, I’m driving full-funnel strategies that tightly integrate brand building with performance marketing to accelerate growth. This includes scaling awareness, engagement, and conversion programs, leveraging first-party data for more intelligent targeting, expanding into retail media and on-device placements, and aligning media efforts closely with our broader go-to-market strategies. We aim to drive short-term results and build sustainable, scalable demand engines for HP’s Commercial and Consumer businesses.
“I am driving full-funnel strategies that tightly integrate brand building with performance marketing to accelerate growth.”
