Track record

Direct involvement with your team that delivers a measurable difference in your business results.

2017 — 2026

Alensa

Nine years as CMO. I led the marketing function through a ~6–7× revenue scale-up — from low hundreds of millions to multiple billions of CZK in annual GMV. End-state: 31+ countries, ~400,000 shipments per month, €200M+ annual GMV.

I led a marketing team of ~20 people — specialists who know their disciplines deeper than I do. My role: setting strategy, tactics, goals and KPIs; reviewing outputs; making decisions in peer-level discussion with the specialists.

When the right specialist for a given discipline wasn't available, I went hands-on — either temporarily, until we found the right person, or permanently if the discipline called for it. That's why today I understand every marketing discipline from the inside, not from reports.

Awards earned at Alensa during my tenure

5 consecutive 1st-place wins — Heureka Shop of the Year, Quality Award, Eye Optics category (Czech Republic, 2021–2025). In Slovakia during the same years: consistently top-3, winning the 2025 finals.

↗ shoproku.cz — Czech results · ↗ shoproku.sk — Slovak results

Year by year — CZ + SK keyboard_arrow_down

Year	CZ — Quality Award, Eye Optics	SK — Quality Award, Eye Optics
2025	🥇 1st place	🥇 1st place
2024	🥇 1st place	🥈 2nd place
2023	🥇 1st place	🥉 3rd place
2022	🥇 1st place	🥉 3rd place
2021	🥇 1st place	🥉 3rd place
2019	🥈 2nd place	—

These awards reflect the work of the entire Alensa group marketing team. My role as CMO: setting strategy, tactics, KPIs and pushing for results — not a personal recognition.

2012 — 2017

Mather Advertures / Neo@Ogilvy

Time spent at one of the largest media agencies (originally Mather Advertures, later Neo@Ogilvy within the Ogilvy Group). The performance leg across clients in banking, energy, B2B tech, retail, FMCG and healthcare — plus a number of smaller clients.

Shared stack across clients

The agency's stack also included SEO, reputation management and other disciplines, but we were strongly oriented toward activation and performance — for many clients we functioned as the activation channel on top of the other agency teams and the creative side.

Paid search (Google Ads + Sklik, with DoubleClick for Search for multi-country clients), Bing Ads, Yandex Ads (for CEE clients with Russian-speaking markets), paid social via LinkedIn Ads and Facebook Ads, display retargeting, RTB / programmatic display, YouTube performance, dynamic ads, app install. Attribution, performance optimization, A/B testing landing pages, reporting.

Analytics: Adobe SiteCatalyst (later Adobe Analytics) + Google Analytics. Cross-tool reporting, customer journey measurement, attribution.

Ad intelligence: for selected clients we monitored competitor advertising via a specialized tool — share of voice, creative benchmarks, alerts on changes in the competition's paid mix.

Banking & finance

Air Bank

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The performance leg for the launch and the following ramp-up and growth phase of the bank. PPC (Google Ads + Sklik), display retargeting, attribution. At launch the bank only offered a current account and a savings account; loans came later in the post-launch phase (Effie 2014). Effie 2012 Gold ("Two Worlds") + Effie 2014 Bronze (loans market).

Energy

ČEZ

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For ČEZ Group we ran lead generation and search campaigns — product campaigns (electricity, gas), B2C acquisition, seasonal campaigns.

Bohemia Energy

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Performance for an alternative energy provider. Lead generation for contract sign-ups via PPC, display, retargeting. Direct-response oriented campaigns.

Europe Easy Energy

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Performance for another alternative energy provider. Lead acquisition for energy contracts via PPC, display, retargeting.

Tech / IT / B2B

IBM CEE

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A wide-ranging engagement across various business units and markets across the entire IBM CEE region. We handled search, retargeting, display and other performance channels, lead-magnet campaigns and workshops.

Active 24

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A classic ROAS/CPA campaign acquiring new customers for hosting, servers, domains and other products of the Czech provider.

Retail

Intersport

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Full digital support for the e-shop: Google Ads, Sklik, Heureka, Zboží.cz, Facebook. Search, PLA, shopping, display, retargeting across platforms.

The "The ad that ran" campaign (2015): my role was the performance social ad campaign via Neo@Ogilvy — paid Facebook with the primary goal of engaging runners with the campaign through engagement activation. Participants ran with any tracking app of their own choice — there was no specific app being promoted. It had a direct impact on the campaign's success. The creative side was done by Ogilvy & Mather + Geometry Global. Cannes Lions 2015 Media shortlist (media side — Neo@Ogilvy). Detail below in the awards section.

FMCG

Nespresso

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A wide multi-country engagement — besides multi-country search buying via DoubleClick for Search (Google's enterprise bidding tool, today Search Ads 360, the only client of ours running on it) we also managed display and video campaigns across markets. Google Analytics 360 deployed as cutting-edge measurement for the time — cross-market reporting, automated bidding strategies, customer journey across devices.

Construction & home

VELUX

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Programmatic display buying and RTB for VELUX Czech Republic and Slovakia (2012 — 2016). Display retargeting and programmatic media buying across two markets for the manufacturer of skylights and roof windows.

Tourism & public sector

CzechTourism — „Czechia: Land of Stories"

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Incoming campaign for the CzechTourism agency — promoting the destination brand „Czechia: Land of Stories" abroad (2014). Paid search, Google Display Network and programmatic buys based on audience data of international visitors.

Cannes Lions 2015 · Media shortlist · Intersport

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"The ad that ran" campaign for Intersport — awarded in the Media category. The creative side was led by Ogilvy & Mather + Geometry Global.

My involvement: the performance layer of the campaign via Neo@Ogilvy — paid social (Facebook) support whose primary goal was to engage runners with the campaign and activate them. It was an engagement campaign that translated the creative concept into measurable results. Participants ran with any tracking app of their own choice — there was no specific app being promoted. It had a direct impact on the campaign's success.

↗ willru.st (creative director) · ↗ adsspot.me · ↗ adsoftheworld.com · ↗ warc.com · ↗ YouTube case film

chevron_right Additional awards for the campaign (creative side)

PIAF 2015

• 🥇 Gold — Creative sales & sales support
• 🥈 Silver — Audience engagement
• 🥉 Bronze — The Principle of Game

Golden Hammer 2016

• 🥈 Silver — Digital / Social Network Solutions
• 🥈 Silver — Digital / Direct Response & Lead Generation
• 🥈 Silver — Promo & Activation / Digital or Social Media

IMC European Awards 2016

• 🥇 Gold — Czech Winners / Digital Communications
• 🥇 Gold — Czech Winners / Small Budget

Clio Sports 2016

• 🥈 Silver — Social Media

🥇 Effie 2012 · Gold · Air Bank "Two Worlds"

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Launch and ramp-up phase of Air Bank. Creative side by Mather Advertures, media planning and the performance layer across the agency teams.

My involvement: the performance layer of the campaign through Mather Advertures — PPC (Google Ads + Sklik), display retargeting, attribution for launch customer acquisition. At the time the bank only offered a current account and a savings account (loans came later). It had a direct impact on the campaign's success.

↗ effie.cz — "Two Worlds" case study

🥉 Effie 2014 · Bronze · Air Bank — the loans market

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Post-launch growth phase (Jan 2013 — Mar 2014). Creative by Ogilvy & Mather, media by OMD Czech.

My involvement: the performance layer through Neo@Ogilvy — PPC, display retargeting, attribution for loan + current-account acquisition. It had a direct impact on the campaign's success.

↗ effie.cz — "Loans Market" case study

These awards reflect the collective work of the whole agency — creative teams, media planning, strategic leadership, and the client side. Efficiency awards like Effie evaluate the overall business outcome of the campaign, not individual channels.

In parallel (part-time) 2012–2014

Klikpojištění / Klik.cz

Alongside agency work, I worked part-time as an external marketer for Klikpojištění (later Klik.cz) — an online insurance aggregator.

Scope: a comprehensive marketing strategy driving lead generation for insurance inquiries.

Main channels: performance marketing (PPC, optimization for lead conversions) · UI / UX optimization of comparison tools and forms · email marketing for lead nurturing.

Validation: from this starting position Klik.cz became the market leader among online insurance aggregators. We built the strategy on the right foundations of acquisition-driven lead-gen marketing — the project passed the market test.

Key activities

Performance marketing (PPC) Lead generation (insurance) UI / UX of comparison tools Form conversion optimization Email marketing Lead nurturing Marketing strategy

2008 — 2011

Elephant Orchestra / Elephant Traffic

A lead-generation company with its own affiliate network eSpolupráce (the largest in the Czech Republic at the time), its own lead-generation projects for the financial sector, and a domain-traffic arbitrage business Elephant Traffic.

Elephant Traffic — domain traffic arbitrage

Buying and selling traffic across a network of domains. I owned B2B marketing for the platform (customers buying and selling traffic) and B2B lead generation for sales — building pipelines of business opportunities on both the advertiser and the publisher side.

Ten years on my own account, income tied to performance. It started before my first job and continued in parallel during Elephant and the early years at Mather Advertures / Neo@Ogilvy.

2003 — ~2009 · Affiliate Marketer

Web projects, organic and paid traffic, traffic arbitrage, commissions. Performance without a safety net — a campaign either earned, or it ended. Discipline: measurable result or shut it down.

Specific tactics of that era: building lead generation websites, MFA (Made for AdSense) projects, traffic arbitrage, capturing traffic from parked domains, popup traffic and traffic from video DRM. Some of these tactics look quaint and dated today, but back then they were fresh, inventive strategies — and above all a school of discipline: the campaign either earned, or it stopped.

~2009 — ~2013 · Freelance & consulting

After the pure affiliate phase ended, I kept freelancing and consulting for smaller and larger clients — services, smaller e-commerce projects, and political campaigns. Engagements were typically scoped to a specific brief: acquisition strategy, performance channels, lead generation, conversion optimization. Running in parallel with Elephant and, later, the start of my agency years.

This is where the foundation of the data-driven approach was laid — and it has stayed with me ever since: every decision has a conversion metric behind it.