Rafał Micorek

→ since 08.2016 additionally managing Czech and Slovakian market

• Responsible for Mobile Communication Brand and Product Marketing, PR activity as well as Channel marketing strategy
• Designing and execution mobile category market product launch: smartphones, tablets, smartwatches and accessories. Over 30 models incl. flagship models successfully launched.
• Creation and execution of product and marketing communication strategy in all media including traditional (ATL) and new digital media
• Channel marketing, PR and trade negotiation with retailers (Media Markt&Saturn, Euronet, Media Expert, Komputronik, etc.), operators (Orange PL / Slovak, T-Mobile Poland, Czech and Slovak, Play, Plus, O2 Czech/Slovak, Vodafon Czech, Slovak Telecom)
• Planning and coordinating partners e-shop promotion and sales combined with in-shop sell-out activities, e-commerce communication, display and trade
• Global creative adaptation into Polish market as well as local content creation and production requirements- ATL commercials, outdoor and press creative, online and Social Media communications.
• Managing sales support and sell-out campaigns/promotions in Operators distribution channels and Open Market distribution
• Selection and management external agencies (Media, Communication, Digital, Social Media and PR), agencies proposal/projects controlling and execution, budget supervision

Multibrand loyalty platform integrating sale support processes at external partners in variety retail sectors.

• Creating and implementation marketing strategy and relevant marketing tools for new multibrand loyalty platform merging retailers in sectors: trade, services, HoReCa.
• Decision maker in launching process on the market, negotiations with retailers marketing strategy integration between external partners and the Multibrand loyalty platform
• Development corporate brand identity – trademark and corporate communication (guidelines in process of market launch, building brand awareness)
• Analysis and market research in cooperation with SMG/KRC MillwardBrown, consumer purchasing preferences, results implemented in sales and marketing strategy of the Multibrand loyalty platform
• Managing, coaching and target settlement for marketing team members, specialists in field PR, Communications, Online marketing
• Building concept of BTL/shop display communication strategy in business partners’ points of sale
• Creating launching PR strategy and development PR communication process with
current PR external partners strategy (detailed plan, product launching campaign, strategic brand support, media relations, media monitoring, reports)
• Implementation media concept in marketing strategy (media selection, campaigns negotiations)
• Selection based on market tenders cooperating agencies (creative marketing agency, PR agency and media agency), managing and supervision on delegated work and assigned projects

• Responsible for Telecom Brand Marketing and Trade Marketing (product and channel marketing strategy)
• Managing, coaching, supervision subordinated team members: marketing communication team - 5 people, trade Marketing team – 24 people (including Trade Marketing Manager)
• Development of effective marketing communication strategy with yearly budget, execution in field (ATL, BTL)
• Implementation launching campaigns of new products (smartphones, tablets and feature phone)
• Supervision of global creative adaptation into Polish market requirements- ATL commercials, outdoor and press creative, online and SNS communications
• Implementation cobranded promotions with Telecom operators (T-mobile, Plus, TP/Orange, Play, Polsat)- product campaigns (sales support product campaign)- ATL, outdoor, managing and control of BTL projects/campaign (mainly in-store POS materials)
• Managing sales support campaigns in Operators distribution channels (own chains, independent channels) as well as Open Market distribution (Media Saturn, Euro RTV AGD, Neonet, Media Expert, Avans, others)
• Managing Trade Marketing structure, retail goals settlement, execution trade marketing activities in Operators and Retailers distribution.
• Internal cooperation with Sales, Product Development and Sales support departments, delegation joined projects to subordinated team members
• Selection and management external agencies, agencies proposal/projects controlling and execution, budget supervision

(since 12.2009 acting head of Marketing Manager)
• Development trade marketing strategy (positioning, visibility, and trade standards) to achieve defined business goals across all product categories in Operators and Retailers distribution channels
• Managing, coaching and supervision subordinated 22 people team, goals settlements, control of strategy execution and corporate business guidelines
• Managing and control long-term BTL strategy for the Telecom product portfolio (sales support campaigns implementation, retail, operators trade projects, special events, road shows, Samsung Days, marketing communication materials)
• Shop display materials, POP and POS materials creation, implementation and control of execution strategy.
• Analyzing and reporting to sales director – in store sales performance, recommendation for new sales supporting programs, sales force activation, motivation program
• Development and Introduction new CRM system measuring Samsung and competitors sales performance, in store activities, enhancing loyalty program results - platform, launched as standard trade marketing tool in other Samsung subsidiaries in EU
• Creating and implementing pro-sales contests with joint cooperation with Telco operators and key account managers
• Managing and execution trade marketing budget

• Working closely with dedicated key customers to provide category and shopper insights to drive performance
• Brand & Product Display – Stands, POS & POP policy in shops (from drawing projects to execution) leaning sale trade and distribution in different channels
• Hiring, training and direct management of 14 regional sales coordinators covering with their activities (control, evaluation, tasks) as well as 1 coach on the Polish region.
• Creation and introduction of Trade Marketing integrated reporting system
• Creating, implementing and supervising polish-wide loyalty program “ASAP Telecom” for the cell phone market.
• Responsible for preparing and implementing promotions, offers and cooperation agreements into company structure.
• Organizing and conducting a polish-wide incentive programs for sales network of operators: ERA, ORANGE, PLAY and PLUS also for Media Markt, Euronet and Electro World
• Creating and supervising of training program for floor salesman (FST) based on Telecom loyalty program for retail and operators market
• Cooperating with media agencies end external advertising agencies

• Responsible for building client portfolio and maintaining relations with existing ones.
• Planning actions for sales growth.
• Monitoring of any activities visible on the market by competition.
• Organizing and leading product trainings for mobile phone operators.
• Organizing and coordinating events and promotion activities for Samsung in responsible region.
• Managing local promotion budget