Credit Suisse: Roman Reichelt to become new head of global marketing
Credit Suisse is bundling its national and global marketing; this new powerhouse will be headed by the current Switzerland CMO Roman Reichelt. Werbewoche.ch spoke exclusively with him.
Credit Suisse and its new CEO, Dr. Thomas Gottstein, are in a mood for change. This is now also reflected in the bank's marketing: The forces of national and global marketing are being bundled, and the current Switzerland CMO Roman Reichelt will become the head.
At only 38 years of age, Reichelt thus moves into what is probably one of the most important marketing positions in the financial world. This was announced on Monday in a message to Credit Suisse's partner agencies. Werbewoche.ch has this communication - and could win Reichelt for a short interview.
"I am full of drive - and humility".
Werbewoche.ch: Dear Mr. Reichelt - today it was announced that you have taken over responsibility for global marketing at Credit Suisse; previously you were responsible for marketing in Switzerland. What specifically are your new tasks?
Roman Reichelt: My unit brings together the global marketing activities and sets the standards for the marketing of the future. Generally speaking, my existing mandate is expanding to include responsibility for the brand, its positioning and promotional activation outside Switzerland as well, then our global Internet presence, international sponsorships and events in EMEA and the US. But Credit Suisse remains a rather decentrally organized company, and it will only work in cooperation with the many competent marketing colleagues in the various divisions.
At the young age of 38, you have already arrived at what is perhaps one of the most important marketing positions you can have in the international financial world. Hand on heart: Does the joy outweigh the excitement, or are you also a little nervous before such a challenge?
(laughs) That's the first time in years that I've been called young again, thank you. Regarding your question: I take over functioning teams full of absolute professionals and can rely blindly on my existing Swiss team. In addition, we are fantastically positioned as a company for the future and have a lot in our quiver that needs to be marketed. So there's no reason to be nervous, rather full of drive and humility.
Perhaps it is too early to ask you about your specific plans. But can you already express one or two ideas that you would like to pursue in the future positioning of Credit Suisse?
If you want to build high, you should first work on the foundation. Over the next few months, I would like to work on this foundation together with my employees, my superiors, our customers and partners and bring it to life before we talk about individual ideas.
Personal details: After his time as a management consultant for marketing & sales, Roman Reichelt took over the Migros umbrella brand, advertising, web presence and sponsoring at the age of 29. At 33, he then managed the entire marketing budget of Migros. At 36, after nine years of "orange M", he moved to the extended Swiss Executive Board of Credit Suisse as Managing Director. There he reported directly to Thomas Gottstein, then head of Switzerland and now global CEO.
Reichelt holds a master's degree in media economics from the University of Siegen as well as diplomas from the management forges IMD Lausanne, Harvard Business School and the French Insead. Reichelt and his teams have won more than 20 marketing awards, including five Effies for effective marketing, the German Brand Award and twice the industry's Oscar, the Swiss Marketing Trophy.
