Full brand takeover and market build-up from scratch (360° leadership)

(distribution, marketing, sales, training, PR, in-store execution, and overall management for the Czech & Slovak countries)

Key challenge

Rilastil is a leading Italian dermocosmetics brand. Internationally, it is well known and trusted, but in the Czech Republic it was still largely unknown.

I took over the brand in March 2024, at a time when it practically did not exist on the market. Three years of previous attempts to enter the market had failed. The biggest challenge, however, was that I was completely on my own – apart from logistics, I was unable to hire a single additional team member.

In less than two years, I expanded distribution from 6 pharmacies to 88 pharmacies and achieved a turnover of CZK 9 million.

This project remains the most significant professional achievement of my career so far, and one I am genuinely proud of. I built everything from A to Z on my own. It required a tremendous amount of energy, time, and effort – but it was absolutely worth it.

Strategy → Execution → Management → Results

My role

Within this project, I held full responsibility for the brand – from operations and distribution to marketing, sales, training, and media presence.

• 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 benefits

• Clear explanation of individual product lines

• Consistent content creation with a minimal budget

• Launch of social media channels from scratch

🟡 Online & Influencer marketing

• Strong emphasis on authenticity and education

• Collaboration with 20 influencers

• 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

🟡 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