Jiri Kral | Marketing Lead
for Growth, Brand, Strategy & Perfomance
Career
Senior Marketing Manager & eCommerce
Cape Wine Selection SA | 09.2025 - 04.2026 | FMCG, eCommerce, Retail, Trade
Fixed-term contract
I joined a company that had a digital project but no strategy behind it. Within a few months, I established the strategic and operational marketing foundation: brand, CRM, e-commerce, performance marketing, and communication guidelines. The result: a 20% increase in revenue, a clear brand profile, and structures that will sustain the business long after my tenure.
Built and launched the Shopify+ platform from scratch Developed a new brand strategy and CI/CD guidelines Set up Google Ads, achieving 20% increase in sale
Image: Wine bottles, South African landscape, or shop interface
Senior Marketing Manager
Swisscard AECS GmbH | 04.2019 - 07.2025 | Finanzsektor, Credit Cards, FMCG
The SWISS Miles & More portfolio was established and successful. I provided the impetus for the next stage: new positioning, new CI/CD, new channel strategy, and a new team setup. With nine interdisciplinary specialists, I implemented the transformation and increased the monthly conversion rate by up to 15% and the first-time user rate from 35% to 55%.
Portfolio repositioning: from travel card to everyday means of payment.
Senior Marketing Manager
The Walt Disney Company Switzerland GmbH | 01.2013 - 04.2018 | Media, Entertainment, FMCG
The Swiss market offers a smaller budget, less reach, and higher prices than neighboring countries. Nevertheless, using local resources, targeted partnerships, and a clear franchise strategy, I achieved more than the international team had expected.
Developed a digital-first strategy for Marvel Switzerland, resulting in up to 15% more moviegoers; generated up to CHF 100,000 in earned media value through local partnerships; grew the Facebook page to over 250,000 active followers