Zsófia Bánhegyi

Responsible for corporate and strategic partnerships as Vice President of the Hungarian Marketing Association, supporting collaboration and active dialogue across a broad network of corporate members and industry stakeholders. - Contributing to the strengthening of the marketing profession’s reputation, business impact and social role through professional community building, cross-sector partnerships and strategic industry initiatives.

Leading the central Marketing and Communications function, overseeing integrated brand, digital, event management and corporate communications activities. - Develop integrated brand, digital, and communication strategies and activities to strengthen visibility, engagement, and reputation among Hungarian and international scientific, corporate and B2C target groups. - Organize B2B and B2C events focused on showcasing research excellence and strengthening innovation engagement. - Building strategic partnerships with leading technology companies and institutions to support collaboration, innovation ecosystems, and long-term strategic value creation.

Leading the Marketing and Commercial areas as CCO, I was responsible for overseeing the company’s end-to-end Commercial, Marketing, Retail and E-commerce strategy, serving more than 5.5 million players across land-based and digital channels. My role focused on transforming a decades-old legacy organization into a modern, agile and data-driven commercial operation aligned with international best practices and evolving customer expectations. Together with my team, we introduced the company’s first fully integrated marketing, retail and digital commercial strategy, marking a major milestone in the organization’s transformation journey. These initiatives delivered the strongest business performance in the company’s 30-year history: +19% growth in 2023, followed by an additional +27% in 2024, reaching a record-breaking gross sales revenue. My responsibilities covered the full commercial ecosystem, from brand strategy, integrated marketing communications and CRM to retail operations, e-commerce, sales network management and customer experience transformation. During this period, the corporate and product brands were repositioned, innovative and insight-driven campaigns were launched, player communication was modernized, and digital sales and loyalty capabilities were significantly accelerated. Key Areas of Responsibility: - Commercial & Marketing Strategy Leadership - Full Commercial P&L Responsibility - Integrated Marketing, Brand & Campaign Management - CRM, Loyalty & Customer Engagement Programs - Retail Network Strategy & Operations - E-commerce & Digital Sales Development - Mobile App, UX/UI & Omnichannel Customer Journey Optimization - Market Research, Consumer Insights & Analytics Operations - Data-Driven Retail Transformation & Technological Development - Customer Service & Customer Experience Operations - Organizational Transformation & Commercial Capability Development

As Marketing & Communications Director of Szerencsejáték Zrt., I was responsible for leading the company’s brand strategy, integrated marketing communications and market research activities, while also serving as the organization’s spokesperson. My role focused on strengthening brand relevance, corporate reputation and customer engagement across both retail and digital channels in one of Hungary’s largest consumer-facing organizations. Led an overall transformation of the company’s marketing organization and operating model, including the development of renewed brand strategies, modernized communication processes and a new social media and influencer marketing structure. A key focus of my work was building a truly omnichannel brand and customer experience by aligning communication, campaigns and customer journeys across physical retail and digital platforms. Achieved a 98% brand recognition and one of the highest public trust indexes (60) among large corporations in Hungary. I also led several responsible gaming initiatives aimed at strengthening the company’s social role and long-term reputation. These included nationwide awareness campaigns supporting disability inclusion and the development of 35 inclusive playgrounds across Hungary, positioning the brand as an active contributor to social value creation beyond the core business. Key Areas of Responsibility: - Brand Strategy & Positioning - Integrated Marketing Communications & Campaign Management - Corporate Communications & Media Relations - Executive Communications & Spokesperson Responsibilities - Responsible Gaming Programs - Social Media, Influencer & Branded Content Strategy - Customer Experience, CRM & Loyalty Communications - Market Research, Consumer Insights & Analytics - Cross-Functional Leadership & Organizational Transformation - Reputation Management & Stakeholder Engagement

Responsible for strategic partnerships and professional stakeholder relations as Vice President of the Hungarian Public Relations Association, supporting active collaboration across corporate, agency, media and institutional partners. - Contributing to the strengthening of the PR and communications profession’s reputation, business value and societal impact through industry advocacy, professional community building and strategic communication initiatives.

As Marketing & Communications Director of Magyar Telekom Group, I’m responsible for shaping the brand voice and driving all B2C and B2B marketing and communication activities across one of Hungary’s leading companies. My mission is to connect people with technology in ways that feel simple, inspiring and human. I oversee the full spectrum – from brand strategy, advertising to corporate and internal communications, event management and CSR. Together with my team, we build omnichannel campaigns that engage millions of customers, while making sure our brand stays relevant in a fast-changing telco and digital landscape. A big part of my work is driving transformation: using data, insights and new technologies to personalize communication, strengthen loyalty, and create seamless customer journeys. At the same time, I’m passionate about building a responsible brand – with sustainability, digital inclusion and social impact always on the agenda. In short, my role is about keeping Magyar Telekom at the forefront of innovation while making sure our messages resonate with people – whether they walk into a store, scroll online, or see us in their communities.

As Marketing & Communications Director of T-Systems Hungary, I was responsible for building and leading the company’s integrated marketing function during a major organizational transformation in the ICT sector. My role focused on establishing a strong market presence, creating a unified corporate identity and supporting business growth through strategic B2B marketing and communications initiatives. I led the newly established marketing and communications organization, overseeing B2B marketing, corporate communications, media relations, branding, campaign strategy activities. A key milestone was managing the market introduction and brand launch of T-Systems Hungary, created through the merger of nine companies into Hungary’s largest ICT system integrator. Beyond brand and market positioning, I played a central role in building the company’s marketing strategy, organizational structure and communication framework from the ground up. I also unified the internal communication culture and branding practices of the merged entities, creating a cohesive corporate identity and high-performing marketing team. One of the flagship initiatives under my leadership was the foundation of the T-Systems Symposium, a 2,000-person annual technology conference and exhibition recognized by Gartner as the most important ICT event in Central and Eastern Europe. Key Areas of Responsibility: - B2B Marketing Strategy & Organizational Development - Corporate Brand Launch & Market Positioning - Integrated Marketing Communications & Campaign Management - Corporate Communications & Media Relations - Executive Communications & Stakeholder Engagement - Organizational Integration & Change Communications - Event Strategy & Large-Scale Industry Conferences - Digital Marketing & Content Strategy - Internal Communications & Employer Branding - Cross-Functional Leadership & Team Management - Market Visibility & Business Growth Support