Nadežda Legerská

I lead two specialized teams focused on digital marketing and client communication with the aim of strengthening the UNIQA brand on the Czech and Slovak markets while improving the customer experience through client communication. Key responsibilities and achievements: Digital marketing: - Setting up a media strategy based on digital channels with a focus on brand awareness and brand consideration. - Optimizing the media mix based on data and regular monitoring and measurement of KPIs (SoV in major digital media, monthly Brand Awareness and Brand Consideration). - We successfully stabilized the long-term decline in brand awareness and turned it into a growth trajectory. Client communication: - Participation in projects aimed at reducing the complexity of backend processes and increasing the digitization of client communication and customer experience. - Management of initiatives to increase the share of electronic communication through various channels. - Through process optimization and digitization, we deliver savings on postal costs while improving the customer experience.

After the merger of AXA and UNIQA, I took on responsibility for managing the new team and developing an online communication channels for the Slovak and Czech markets. Key responsibilities: - Leading the online communication and content marketing team, responsible for social media, websites, and content platforms for UNIQA in the Czech Republic and Slovakia. - Co-creation and implementation of a digital marketing strategy supporting the repositioning of UNIQA brand with its "Better Life Together" brand promise. - Development and management of the lifestyle portals Patalie.cz and Patalie.sk, including the creation of an editorial concept, content optimization, and reader base growth. - Data-driven approach to online and social media communication (KPI monitoring, reporting). - Coordination of cross-country cooperation (CZ & SK), support for marketing integration after the acquisition of AXA.

As a CliftonStrengths (Gallup) consultant, I help individuals and teams identify and develop their strengths to increase performance, satisfaction, and personal growth. Key responsibilities and achievements: - Leading individual consultations and team workshops focused on identifying talents and their practical application in work and personal life. - Supporting leaders and teams in increasing effectiveness, engagement, and opening up topics related to authentic leadership. - Applying the principles of positive psychology and a coaching approach to support clients' personal development. - Completion of specialized training and certifications: Talent training in the practical use of CliftonStrengths® Brief Coaching PURE – focus on solutions and a positive approach.

As an external marketing consultant, I supported the development company Talentwork in setting up and implementing marketing communications with an emphasis on the online environment. Key responsibilities: - Co-creation and implementation of a marketing strategy with an emphasis on the digital space and brand visibility in a competitive environment. - Definition and implementation of content strategy and management of online communication channels. - Strategic consulting on brand building and support for leadership and employee development programs. - Collaborating on campaigns for projects such as "Authentic Leader" – a program focused on improving leadership and corporate culture. - Supporting the use of data for more targeted communication and measuring effectiveness.

During my 17 years at Credit Suisse Life & Pensions, Winterthur and finally AXA, I gradually moved from managing marketing campaigns to being responsible for overall marketing communications for the Czech and Slovak markets. Key responsibilities and achievements: - Leading a team of 8 people covering BTL marketing, online communications, websites, and internal marketing support for the sales network. - Management and implementation of ATL campaigns (TV, radio, OOH) and coordination with the central team at AXA headquarters. - Development and management of digital platforms (e.g., AXA Health Keeper CZ/SK, Rádřídím.cz, Rádšoférujem.sk, Patalie.cz/sk) → increasing traffic and building client engagement. - Launch and development of content marketing in insurance – projects have also won awards, e.g.: 3rd place in Zlatý Středník 2017 for the Patalie.cz website in the category "Best Websites and Online Applications". - Graduate of the Digital Marketing Academy (ADMA) – deepening expertise in digital marketing. - Collaboration with internal stakeholders and external agencies on the creation of communication strategies, management of annual budgets, and reporting for headquarters. - Successfull marketing support and ATL campaign during launch of II. pension pillar in Slovakia, helping gain 200 000 clients within 1 year.

At the beginning of my career, I was responsible for implementing direct marketing strategies for economic publications at the renowned publishing house Verlag Dashöfer. Key responsibilities: - Creation and implementation of direct marketing plans with a focus on economic and professional publications. - Preparation of marketing materials – from flyer design through collaboration with a graphic design studio to distribution. - Analysis and reporting of the results of each campaign, ROI evaluation, and optimization proposals. - Collaboration with the sales department in planning acquisitions and sales strategies.