In 2018 he became marketing director of Plzeňský Prazdroj. He spent most of his professional life with Danone, where he first worked as a sales representative, later moved to the marketing department of Opavia. Soon he climbed up to the top management positions at Danone's parent company. Since 2006, he served as a vice president of marketing for Saudi Arabia, Algeria and Morocco, which are some of the key markets for the French concern.
When he returned to the Czech Republic after 12 years of working abroad, he was shocked to see how most of brands had been using activation marketing based on short-term effects. Although activations have been used in the past, long-term brand marketing had prevailed. When creating communication concepts, Roman prefers those that have the ability to cut through the general information noise. According to him, the brands do not fight only for share of voice in general or in the category. They fight for the attention and emotions of the consumers.
At the Summit, Roman will talk mainly about the brand that is particularly close to him – Radegast – since he was born in North Moravia. The key to success of this brand is still the same spirit full of brand experience across multiple touchpoints such as PR, events, branded pubs, or consistent TV advertising. A few shots are not enough for a slogan or concept to get into people´s hearts. Life is bitter, thankfully.