VIKTÓRIA HORÁKOVÁ
Bratislava,Slovenská republika
Summary
Marketing professional with experience across NGP and combustible, supporting brand and portfolio growth through marketing campaigns and consumer engagement. Experienced in project management, agency collaboration and delivering marketing initiatives aligned with commercial objectives. I enjoy bringing brands to life through creative campaigns, consumer activations and events that create meaningful connections with consumers. Passionate about turning ideas into impactful experiences while working collaboratively in a dynamic environment.
Overview
5
5
years of professional experience
5
5
years of post-secondary education
Work history
MARKETING SPECIALIST
Imperial Brands Slovakia a.s.
Bratislava, Slovakia
2024.06 - 2026.06
- Manage consumer activation and marketing campaigns across NGP and combustible portfolios, supporting portfolio growth for brands including Davidoff, West Authentic, Jadé and blu.
- Manage Brand Ambassador activations from planning and training through to execution, performance evaluation and continuous optimisation, including tour planning, agency management, budget management, KPI monitoring and optimisation of promotional activities. Current activations in tobacconists are delivering +10% Davidoff cigarette sales and +2% consumer interactions.
- Lead the launch of a new blu HoReCa project, responsible for developing the activation concept, selecting venues and events based on the target consumer (Progressive Achievers), and delivering execution across bars, clubs, universities and music festivals. Previously led blu's presence as the main partner at Paradise Open Air Festival (10,000+ attendees), delivering all the KPIs, including +5% blu sales, +90% Davidoff cigarette sales and +26% ACI.
- Own a dedicated activation budget for the Jadé brand, leading the project from concept development and promotional mechanics to outlet selection, budget allocation, budget monitoring and performance evaluation. During the activation period, Jadé achieved +0.02% SoM MoM and +0.10% SoM YoY growth.
- Develop, implement and evaluate promotional mechanics for consumer activations, using campaign performance, consumer behaviour and market insights to optimise resource allocation, campaign execution and future initiatives. The 2+1 mechanic has delivered the strongest results to date, generating a 2.5–3.0x share uplift and becoming the highest-performing activation mechanic in tobacconists.
MARKETING TRAINEE
Imperial Brands Slovakia a.s.
Bratislava, Slovakia
2021.11 - 2024.05
- Supported the execution of marketing campaigns, consumer activations and brand initiatives, coordinating with suppliers and agencies.
- Assisted with Brand Ambassador activities, sales reporting and the preparation of marketing materials and presentations.
- Contributed to the development and execution of the Davidoff consumer zone at Slovakia's largest music festival, collaborating on the event concept, consumer engagement activities and agency coordination. The activation attracted over 15,000 visitors to the brand area, engaged more than 4,000 consumers and generated sales of nearly 700 packs of Davidoff cigarettes.
- Provided operational and administrative support across multiple marketing projects.
Education
Master's Degree in Marketing - Digital Marketing
Comenius University
Bratislava 2019.09 - 2024.05
Skills
- Marketing campaign execution
- Creative ideation
- Event planning
- Communication and Presentation Skills
- Performance Analysis and KPI Tracking
- Data Analysis and Reporting
LANGUAGES
English
Upper intermediate (B2)
German
Elementary (A2)
Slovak
Native
Affiliations
- Reading
- Swimming
- Health & fitness
- Planning of events
- Travelling
Timeline
MARKETING SPECIALIST
Imperial Brands Slovakia a.s.
2024.06 - 2026.06
MARKETING TRAINEE
Imperial Brands Slovakia a.s.
2021.11 - 2024.05
Master's Degree in Marketing - Digital Marketing
Comenius University
2019.09 - 2024.05