Hi,
I'm István.
I help fast-growing companies build marketing systems that scale, combining strategic thinking with smart execution, and team leadership to drive growth across markets and channels.
See what I doHi,
How I Work
Structure + smart work.
Over the past 11+ years, I've led performance marketing for global tech companies, retail brands, and high-growth startups across Europe. I specialize in turning complex business challenges into growth with structured, revenue-driving systems, while building and scaling high-performing teams.
I started as a PPC expert at Mito Group, leading a small team of 3. Early on, I realized the best work happens when we combine systems with client understanding. So, we started building reporting systems, campaign optimisation frameworks, and testing protocols that let us scale efficiently.
That foundation led to a breakthrough in 2017: our team won Nokia's global media tender. We went from managing local campaigns to coordinating 300+ projects annually across 150 countries with €5M in ad spend.
Over five years, I scaled the team from 3 to 17 experts. But the real growth was in capability: putting Mito on the map in the global agency space with regional and international client relationships.
3 →
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Team scale
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Some projects I'm proud of
Coordinating Global Campaings
For Nokia, our team managed 300+ projects annually across 150 countries under my supervision. We orchestrated their global rebranding campaign with synchronized activations in 50 cities, including a digital takeover of Times Square, while running continuous ABM programs targeting 3,000+ enterprise decision-makers.
Sole worldwide media partner for 5+ years Read the case study →
Engineering Retail Performance Systems
For Decathlon, I connected media strategy, inventory management, product feeds, and CRM into one automated campaign optimization system that continuously adjusts to real-time business data.
10-15% profit increases annually since 2018 Read the case study →
Performance-Driven Brand Launch
Fizz.hu (part of OTP Group) needed to launch against Hungary's dominant marketplaces. I designed their market-entry campaign across online, offline, and OOH channels, reaching 4.5 million people (65% of Hungary's population) and tripling revenue within three months.
Secured top 3 marketplace position in Hungary
Navigating Performance Through Disruption
Navigating pandemic closures and restrictions across CEE markets in 2020, I integrated The Body Shop's loyalty program to target 100k shoppers with personalized promotions while optimizing product feeds across multiple performance channels.
83% profit increase YoY
Full-Funnel Rebranding Execution
After Share Now's acquisition in 2023, we transformed a global carsharing brand into Budapest's local leader. I led wigo's complete rebrand across all media channels, integrating journey-based digital messaging with strategic OOH placements across Budapest's key transport hubs.
Achieved 76% target reach and 4 million digital reach with high frequency in key urban hubs.
Established Wigo as Budapest's carsharing leader Read the case study →
Scaling E-commerce From Zero to Market Leader
When I started with Euronics, online represented less than 10% of their total revenue. We built a full-funnel digital strategy with automated reporting and product feed systems for 35,000 SKUs to support scalable growth.
118% online revenue growth in 2 years; 8th largest webshop in HU
Multichannel Attribution & Growth
For four years, I've built a multichannel framework for Office Shoes that links online performance with in-store sales across 22 locations, integrating real-time inventory monitoring and automated promotion management.
40-60% online profit growth YoY, 20-35% overall sales increase
Integrated Performance Strategy for Finance
I led Cetelem's performance media strategy and campaign optimization for four years, integrating TVC media planning with precision digital tactics to maximize personal loan applications through coordinated brand awareness and conversion optimization.
5-10% steady annual market share growth Read the case study →
What I Do Now
Redesigning how marketing works with AI.
As the AI Professional Lead at Mito Performance, I design workflows that run market analysis in hours instead of weeks, optimize 1000+ campaigns through agents or run automated flight demand forecasting with Google Flights data. The result: our teams are more focused on higher-value work like strategy, creative testing, channel experimentation and client relationships.
I see AI as a catalyst that can multiply any output, but also as a tool you have to use carefully. It's powerful, but only when paired with human judgment and strategic thinking.
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Thought Leadership
Proven Results,
Proven Results,
Zero Hype.
My focus is always on what works and not on what's trendy. This approach landed multiple invitations by Google to showcase my workflows to houndreds of industry leaders across Europe.
View My CEE AGENCY DAY Presentation
What I Believe
Performance Marketing is Part Engineering,
Performance Marketing is Part Engineering,
Part Human.
Performance marketing at scale requires structured processes and continuous optimization. But it's also deeply human: requiring strategic thinking, creative problem-solving, and the ability to translate complex systems into clear execution.
The best results come from integration. Optimizing one channel perfectly means nothing if it's disconnected from other channels and customer insights.
I also believe that teams beat individuals. The work I'm most proud of is what I enabled other people to accomplish by thinking better and executing smarter.