Anna Kohlíčková
Trade & Shopper Marketing Specialist
Teplice,Czech Republic
Summary
Experienced Trade and Shopper Marketing Specialist with over 10 years of expertise in Central and Eastern Europe markets. Proven track record in packaging management, artwork workflow optimization, and cross-functional project coordination. Strong background in regulatory compliance, sustainability reporting, and SAP Master Data management. Skilled in leading international teams and delivering projects from conception to launch while maintaining high quality standards and meeting tight deadlines.
Overview
18
18
years of professional experience
7
7
Certifications
4
4
Languages
Work History
Shopper Marketing Specialist
Edgewell Personal Care | Personna International CZ, s.r.o
Teplice, Czech Republic
03.2023 - Current
- Support Trade Marketing Manager in strategic planning and daily project delivery
- Key Projects: Developed an Excel tool for tracking product changes over time and led the Hawaiian Tropic website redesign for the Greek distributor.
- Create compelling shopper & customer marketing materials aligned with brand briefs
- Provide comprehensive sales support including guidelines, tools, and project coordination
- Developed comprehensive switch tool reporting system enabling seamless navigation through product data and market analysis reports
- Led Hawaiian Tropic website redesign project for Greek distributor - collaborated with external agency to align site with new brand guidelines and enhance user experience
- Prepare and analyze data using Nielsen, Catman, and proprietary switch tools for strategic decision-making
- Develop and coordinate in-store programs driving shopper engagement and sales performance
- Manage Salsify CE platform and Brand Bank products for Poland & Hungary markets
Senior Marketing Coordinator
Edgewell Personal Care | Personna International CZ, s.r.o
Teplice, Czech Republic
12.2017 - 02.2023
- Supervised direct report responsible for product mock-ups and photography processes, samples and tenders.
- Managed end-to-end artwork workflow: compliance checking, specifications, change control, and approvals
- Coordinated daily communication with printers, design agencies, and cross-functional teams
- Collected and managed packaging technical data, logistic suitability, and legal certificates
- Maintained SAP/PLM Master Data for ECB customers and integrated systems (Amazon, TraceOne, Valpak)
- Collaborated on sustainability reporting with R&D Director and US Packaging Development Team
- Organized PLMA Amsterdam trade fair and managed packaging specifications for tenders
- Built comprehensive internal database for packaging technical information
Trade Marketing Specialist
Adler Czech a.s.
Ústí Nad Labem , Czech Republic
04.2015 - 11.2017
- Planned and executed comprehensive marketing activities for Polish market
- Conducted competitive analysis: pricing, marketing communication, distribution strategies
- Prepared strategic sales documents and performance analyses (sales, margin, client metrics)
- Evaluated promotion effectiveness and implemented solutions for underperforming areas
- Organized exhibitions, VIP events, and customer workshops
Sales Specialist
Adler Czech a.s.
Ústí Nad Labem
11.2007 - 03.2015
- Managed Polish, Lithuanian, and Latvian markets with focus on customer acquisition and retention
- Handled complete sales cycle: offers preparation, customer service, order management
- Maintained close cooperation with production teams and managed customer database
Education
Master of Economy - Computer Science in Economy
School of Economy And Administration
KielceBachelor of Economy - Computer Science in Economy
School of Economy And Administration
KielceTechnician of Economist -
Economic Secondary School
WłoszczowaSkills
Certification
Certified Packaging Technician (COT-E) – Packaging Institute Prague (SYBA)
Timeline
Shopper Marketing Specialist
Edgewell Personal Care | Personna International CZ, s.r.o
03.2023 - Current
Senior Marketing Coordinator
Edgewell Personal Care | Personna International CZ, s.r.o
12.2017 - 02.2023
Trade Marketing Specialist
Adler Czech a.s.
04.2015 - 11.2017
Sales Specialist
Adler Czech a.s.
11.2007 - 03.2015
Master of Economy - Computer Science in Economy
School of Economy And Administration
Bachelor of Economy - Computer Science in Economy
School of Economy And Administration
Technician of Economist -
Economic Secondary School
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