End-to-End Brand Growth & Czech Market Development from the Ground Up (360° Leadership)

(distribution, marketing, sales, training, PR, in-store execution, and local operations)

Key challenge

Rilastil is a leading Italian dermocosmetic brand with strong international recognition. In the Czech Republic, the brand was in an early development stage, and my role was to build its local presence, growth and credibility across key channels.

Within less than two years, I significantly expanded the distribution network, delivering strong commercial growth and a solid market position.

My role

I held full responsibility for local brand growth – from strategy to daily execution. I managed operations, external partners and key decision-making in real time.

• End-to-end responsibility for distribution, marketing, sales, PR, and training

• Strategy development and its direct implementation

• Management of operations and external partners

• Hands-on daily execution combined with strategic decision-making

Strategie & execution (from scratch)

🟡Strategie & positioning

• Development of a long-term brand growth plan

• Definition of target audiences and key communication pillars

• Design of a comprehensive strategy for the Czech market

🟡 Rebranding, labels & materials

• Design and production in collaboration with a graphic designer:

  • Catalogues

  • POS materials

  • Presentation materials

• Full implementation including regulatory and legislative texts

• Creation of a new, modern label concept

🟡 In-store visibility at the point of sales 

• Concept and creation of custom permanent in-store POS materials

• Negotiation of their placement directly in pharmacies

• Supervision of on-the-ground implementation

The goal was to ensure the brand was not just on the shelf, but truly visible and impactful at the point of sale.

🟡 Marketing & content creation

• Education-focused content highlighting key benefits
  
• Clear communication of individual product lines
• Efficient content strategy with a strong focus on performance and return on investment
• Launch of social media channels from the ground up

🟡 Online & Influencer marketing

• Strong emphasis on authenticity and education

• collaborations with relevant influencers and brand advocates
  

• Creation of new video content aimed at both education and emotional brand connection

• Ongoing content ideation and publishing for social media

🟡 Animations & events

• Events, activations, and conferences

• Dermatological consultations

• Building and managing an external team of brand ambassadors to support sales and brand awareness in selected pharmacies

🟡 PR & media

• Building brand awareness

• Systematic collaboration with journalists

  The brand achieved strong long-term media visibility entirely organically, without paid PR investment. Strategic PR communication built brand credibility and secured recurring presence across relevant media outlets.

🟡 Pharmacist Training & Education

• Creation of an online educational platform
• Combination of online and offline training programs
• Trained hundreds of pharmacists through online and in-person education
• Development and creation of all training materials

🟡 External teams & operations 

• Real-time handling of IT and operational issues
  (as I was the only person running the local branch, I was responsible for absolutely everything related to day-to-day business operations)

• Regular training, coordination, and management

• dentification and build-up of:

  • Logistics support

  • Customer service

  • An external team of brand ambassadors

Results

Results & Impact

• significant distribution expansion
• strong media visibility
• increased brand awareness
• established pharmacy education ecosystem
• stable commercial growth
• strong local market foundations