Renata Svacha

Experience

• 

  Haufe Group

  Oct 2011 - Jun 2012

  PR & Marketing Assistant

  Responsible of the Social Media and Website Communications, the Clients' Relationships and Recommendations together with Success Stories edition & publishing. Support in organization of Trade Fairs and Communication Materials.

• 

  TAG Heuer

  Apr 2013 - Mar 2014

  Junior Brand Executive(fixed term contract)

  Development of the marketing mix and commercial plan on 3 years, as well as communication assets; In charge of Limited Editions projects; Maintain the definition of brand experience including brand proposition, audience definition, value proposition, positioning, expression; Lead collaboration with Markets and key external partners to inform, install and locally adapt the product brand strategy (incl. lead of the development of Market & Event Limited Editions).

• 

  Philip Morris International

  Jun 2014 - now

  Responsible of the affiliate consumer acquisition strategy for a lending program as well as the omnichannel onboarding for any new consumer from day 0 to day 30 ensuring lead and quality conversion. Owner of one of the affiliate’s yearly key strategic priority closely monitored with the Management Team – 2021 Lending Program and 2022-2023 Consumer Onboarding. 2021 - Focus on enhancing and improving the Lending Program from a system and process perspective to the 360 degree omnichannel consumer experience (incl. retailer experience). 2022 - 2023 - Focus on continued excellence in execution in the Lending Program as well as improvement of the Day 0 to Day 30 off- and online onboarding of newly acquired consumers (Direct Purchase and Lending) looking at personalization together with exploration of new acquisition programs.Proven results: +15pp Kept Rate, +8pp Paid Rate, +10pp Conversion Rate, +28points NPS.Main responsibilities• Lead of complex and sensitive projects;• Develop strategies and long-term roadmaps;• Identify gaps + opportunities to further grow the consumer base and its quality;• Elaborate, plan, and deliver acquisition strategies to drive lead generation and improve quality;• Optimize the omnichannel consumer experience, support, and pain points;• Conduct workshop to design new/adapted onboarding fitting the consumer needs;• Map consumer audiences for effective segmentation and onboarding;• Ensure solid reporting and insights to take quantitative and CX driven actions;• Lead of 1 direct report, supervision of a cross-functional team (+15 people) working at 30-50% for me;• Manage stakeholders at Management Team Level;• Collaborate with PMI, Hub, EU Market as Conversion and Acquisition SPOC of the Swiss Market;• Effective budget management (+1 mio CHF). Show less Responsible of building from scratch the company retention strategy. Delivery of superior brand experience throughout the consumer journey in all touchpoints (retailers, IQOS Boutiques, Ecom, Online, Call Center, Fair). Ensuring brand equity and enhancing growth acceleration leveraging on consumer insights and digital trends.Key successes – Development back- and front-end of IQOS CLUB the Swiss Market Loyalty Platform together with the entire communication and campaign strategy (on- and offline); Development of an exchange program taken as international best practice; Development of the Swiss Market Subscription service (Price Reward for the exceptional work). Main responsibilities• Management of innovation & renovation key brand growth services from idea to launch with expansion plans;• Lead of omnichannel brand strategy and programs aligned with HQ Brand Strategies and Customer Experience;• Development from scratch of a Loyalty Platform and a Subscription Service (UX/UI, CRM Strategy and Communication);• Autonomous management of annual budget with quarterly reviews to deliver against objectives;• Lead of internal cross-functional and multi-disciplinary team (+20 people);• Provision of IS tools and education material/workshop to the field force and retailers;• Management of global equity build out and innovation projects and platform from local (pilot market) to global delivery;• Close collaboration with HQ to ensure Brand Consistency and alignment with global vision and brand language. Show less Discovery of new strategic channels to drive consumer awareness, attraction and engagement in the new product category to enhance growth acceleration. Building up B2B global expansion opportunities. Main responsibilities• Implementation and lead of innovation strategy within consumers’ communities;• Development of the national B2B2C strategy with global execution;• Identification and lead of relationship with PR and creative agencies to support development of brand strategy;• Development of one direct report; • Lead of the development of targeted brand tools and assets. Show less Development and management of the product portfolio strategy and consumer brand experience building brand awareness & relevance, and build on-going relationships across omni-channels.Main responsibilities• Definition and lead of annual brand plans and offers portfolio;• Lead and management of the on- and offline strategy based on positioning, digital strategy and UX/Consumer Insights;• Brand Marketing leader supporting leadership updates, internal and external education programs;• Partner with marketing channel leads and external brand agencies to define and execute branding and brand expression elements, as well as engagement programs. Show less Development and management of the product portfolio (launch and revamp) building brand awareness for acquisition and retention using 360-degree brand activation.Main responsibilities - Support in the annual brand plans; Partner with internal and external stakeholders to define and develop branding, brand expression elements, plug-in events and engagement programs; Partner with trade and key account marketing leads to define and execute brand engagement tools, elements and training materials for retailers engagement. Show less

  • Omnichannel Activation Manager - EU Hub

    Jul 2024 - now

  • Acquisition Product Owner & Consumer Programs Manager - Swiss Market

    Oct 2023 - Jul 2024

  • Acquisition Consumer Programs Manager Reduced Risk Products - Swiss Market

    Apr 2021 - Sept 2023

  • Retention Consumer Programs Manager Reduced Risk Products - Swiss Market

    Jul 2018 - Mar 2021

  • Brand Activation & B2B2C Executive Reduced Risk Products - Swiss Market

    Jul 2017 - Jun 2018

  • Senior Brand Executive Reduced Risk Products - Swiss Market

    Aug 2016 - Jun 2017

  • Brand Executive Marlboro - Swiss Market

    Jun 2014 - Jul 2016
• 

  International Olympic Committee – IOC

  Jan 2020 - Jan 2020

  Volunteer at YOG 2020 - Athletes Role Model Assitant & Support in the Athletes Educational Programs

  Responsible of the supervision and provision of support to the Athlete Role Models (ARMs) in St. Moritz on a daily basis, as well as proactive coordination of agendas, conferences, interviews and social media updates. Provision of the best possible environment and experience for the ARMs during the Youth Olympic Games. On top, contribution to the provision of educational program to athletes, in the areas of health prevention, career and sports performance management in St. Moritz. Letter of recommendation from Livio Wenger (Speed Skating Silver medalist at the World Games 2017 and a 4th place at the Olympic Games in PyeongChang 2018) available upon request. Show less