"When I order from Zalando, I'm not supporting Swiss jobs".
Sarah Kreienbühl has been the only woman on the Migros Executive Board since 2018. Thanks to her, communications are set to be «consistent» going forward. And: She avoids foreign online giants in her personal life as a matter of principle.
In addition to HR and the Culture Percentage, Kreienbühl is also responsible for communication. In an interview with SonntagsZeitung, the 47-year-old explains how a company like Migros should communicate in future: "Our messages should come from a single source and be consistently visible on all channels." This is not about interfering with the editorial freedom of Migros Magazine and curtailing journalistic freedoms. In today's world, however, messages need to be consistent. "Our customers read a lot about Migros, the company is in a state of upheaval. That can be confusing. We want to get our messages across more stringently and thus offer guidance."
Kreienbühl is probably alluding to the fact that Migros has recently - rather unusually - hit the negative headlines. In June, for example, it was announced that the company intends to cut 290 jobs over the next three years.
Nevertheless, Migros wants to remain a good employer and maintain its pension fund benefits and CLA "for as long as possible", as Kreienbühl says. She is referring to the increasing turnover that foreign online companies are generating in Switzerland. "When I order from Zalando, I'm not supporting Swiss jobs," she warns - and leads by example on this issue: she herself has never ordered from Zalando, Amazon or Alibaba for moral reasons, Kreienbühl reveals.
She also wants to strengthen the position of women in the company - including in management. For example, she could imagine advertising management positions with an 80 percent workload, "or that we create specific offers for returning to work after maternity leave, where many parents are very challenged." At management level, the Migros Group has a proportion of women of 30.9 percent. Although this figure is good compared to other companies, says Kreienbühl, there is still potential. Especially at management level, where the proportion of women is only 16.7 percent. Kreienbühl has already implemented concrete measures to empower women. For example, she has just appointed a diversity officer. (hae)
