Jiri Rakosnik Email & Phone Number

Amsterdam, NH, NL

Guiding men to be reborn and reconnected with their essence.

Prague, Czechia

Developing Creative, Communication and Innovation Platforms for Ahold Delhaize Central & Eastern Europe (Greece, Czech Republic, Romania, Serbia)

Developing new creative and communication vision with Art Director, and portfolio pipeline.

Proudly helping hundreds of thousands of our fellow citizens to stay safe and have access to high quality food. After years of heading big corporate marketing roles, I wanted to try a start up culture. And while it is insanely intense, I’m happy to be part of the most advanced eComm online grocer in Europe, and more importantly part of the bigger family.

Kuala Lumpur, Malaysia

• Strengthening broad leadership position of Heineken Malaysia through beer portfolio (Heineken, Tiger, Anchor and licensed Guinness and Kirin brands) while setting up for the future via accelerating growth of beyond.
• Defining vision and mission of the Operating Company with help of McKinney Rogers, and empowering the leadership team (management team -1) to drive implementation. Instant short term gain at first key milestone –.
• Running building winning portfolio and revenue management programs to identify local priorities for sustainable profitable growth, including the expansion into non-alcoholic segment.
• Growing brand equity of core brands by local development of Tiger “Awaken Your Courage” campaign and local interpretation of Made of More campaign for Guinness
• Bringing to life Business2Consumer eCommerce platform.

Amsterdam Area, Netherlands

• Kick starting cider category for Heineken company globally, in the start-up-like team with own R&D, supply chain, finance, marketing and sales operation.
• Drove growth of global cider sales by 300% excl. UK by creating category development model, portfolio strategy comprising of 6 global brands (Strongbow, Orchard Thieves, Stassen, Bulmers, Blind Pig and Old Mout).
• Extending Heineken cider footprint to 41 markets by collaborating with local teams and co-developed local product and communication strategies, incl. USA, South Africa, Netherlands, Spain, CEE, Taiwan and Malaysia.
• Global positioning, visual identity, creative platform, global and local communication, and innovation strategy developed for Strongbow Apple Ciders – world’s leading cider brand, Orchard Thieves – the fastest growing.

• Improving profitability of the no3 player in the market with 3 breweries focusing on premium segment and upper mainstream brands, and winning in off trade.
• Delivered 9% profit improvement behind revised portfolio and key channel strategy.
• Doubling the volume of Heineken® brand by leveraging the global platform and local design.
• Turning around performance of strategic upper mainstream brands (Krusovice, Starobrno) by relaunching the brands with differentiated product benefits, and regaining trust as well as emotional connection through new.
• Improved team engagement by 20% by building high performance team.

• positioning upgrade for Starobrno and Zlatopramen

• Revitalizing Gambrinus brand (market leader with 20% share – 3.5M HL - in SABMiller’s 5th most important market worldwide).
• Improved equity by 22% via positioning update translated into new visual identity and creative platform and via leveraging National Football Team, 1st Gambrinus League and extending football platform into grassroots.
• Delivered 250K HL of incremental volume via Excelent line extension.
• Driving 100K visitors annually into brewery by building new experiential visitor’s route.

• launch of Woolite to UK market
• fighting private labels and optimising media strategy

• complete repositioning and relaunch of Woolite, developing one of top 2 best practices for Wooliteworldwide - incl. Product of the year 2007, EFFIE 2007
• driving consumption growth for Vanish
• championing relaunch of Quanto fabric softener in Eastern Europe & Austria

Himac - Heineken International Management Course

European Management Development Program - Sabmiller

Ing., International Trade & Commercial Communications

Graduated with Associaton of Communication Agencies' certificate.