Building AI products with ownership.

I shape AI systems from intent to delivery. At Heineken I owned the product direction for three production AI systems influencing €3.2B in spend. Now building independently with a focus on agentic workflows.

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AI Case Studies

Heineken · Global Analytics & AI Hub

MERCURY · 01

Allocation AI

€600M targeted yearly uplift by 2029

Led the product direction for a Bayesian allocation system that set annual promo budgets across markets, brands, and channels. Shaped how non-technical stakeholders could interact with complex optimization models — turning €3.2B in spend decisions from intuition-driven to data-driven. Targeted €600M yearly revenue uplift at scale.

REVENUE MANAGEMENT · 02

Promo Advisor

17 markets live · 30–40% less planning time

Owned the product strategy and user experience for an AI-driven promo management platform deployed across 17 markets. Defined and shipped three core modules (Diagnostics, Scenario Simulator, and Calendar Optimizer) that helped commercial teams move from manual planning to structured, data-informed decision making — cutting planning time by 30–40%.

MEDIA EXECUTION · 03

Smart Flighting

+1.5% net revenue from timing alone

Led product discovery and interface design for a media flighting simulator that allowed teams to test and optimize campaign timing using AI response models. Shaped the tool from Excel-based workflows into an interactive platform that helped media teams improve revenue through better execution timing, delivering an estimated +1.5% net revenue lift.

Ma Yansong signature — Ma Yansong

Founder & Principal, MAD Architects

Tomasz Czarnecki

Polish · English C2 · Mandarin B2

Philosophy

Non-deterministic systems have been my material for ten years.

I spent a decade building generative and optimization systems — genetic algorithms, evolutionary solvers, and large-scale parametric work at MAD Architects and AREP. The same mental model of handling uncertainty, constraints, and trade-offs now applies directly to LLM agents and agentic workflows.

At Heineken, I applied this thinking at scale: shaping the product layer for AI systems that influenced €3.2B in commercial spend. I approach AI products as a builder who owns outcomes — from discovery to shipped systems — not just as a designer of interfaces.

10+ yrs

in Asia

€3.2B

spend steered by shipped AI

3 products

in production, 17 markets

The Long Way Here

Computer science, architecture and adventure — converging on AI.

01 · 2007

Computer Science

Started in IT and picked up the skill that underwrites everything since — algorithmic thinking — before a drawing exam pulled me toward architecture.

02 · 2011

Istanbul & Parametric Design

An exchange year under prof. Ozan Önder Özener. Buildings as programs — geometry described mathematically in C#. It became my thesis and my edge.

03 · 2015

A One-Way Ticket to Beijing

Borrowed money for a one-way ticket and joined MAD Architects, on the team behind the Harbin Opera House. Perfection as countless iterations.

04 · 2017

Leading in Guizhou

Project leader at a local institute, running a team of ten Mandarin-only designers. Finally close to real users — and asking why so few decisions were data-based.

05 · 2020

Back to the Roots — UX

Twelve years after first meeting the word usability, it clicked. The field that joined all three threads: computer science, design, and making lives simpler.

06 · Now

AI Product Engineering

Five years shipping production ML at Heineken, now building independently. Non-deterministic, rule-based systems were always the material — LLM agents are the new medium.