Comeback: Roman Reichelt joins Brack parent company

After the Credit Suisse takeover by UBS, Roman Reichelt, the former Global CMO of CS - and former Head of Marketing/Communications at Migros - went somewhat quiet. After his "exit" from the financial institution, he continued his education at the IMD in Lausanne and the M.I.T. in Boston (USA) and independently advised several companies on marketing strategies, but did not initially accept a new corporate position.

Now, however, Reichelt is making an exciting comeback: Competec, the parent company of Swiss e-commerce giant Brack.ch, is creating a new position for him. Marketing and communication will be combined in this position - and with it the responsibility for the brand identity of all "end customer channels". As Chief Marketing & Communication Officer, Roman Reichelt joins the company's Executive Board and reports directly to CEO Stefan Fraude.

It is not known how long the negotiations between Competec and Reichelt lasted - in a telephone conversation with m&k However, it is clear that he already identifies strongly with his new role: "I always knew that if something made my heart beat faster and my eyes light up again, I had to do it. With skin and hair all-in," Reichelt told m&k. The idea of igniting the next "rocket stage" to become the winner of the ongoing market consolidation is appealing and challenging: "It's probably more of a marathon than a sprint," says Reichelt, "but even in a marathon I compete to win. And not to come second or third."

Diverse filled "backpack"

Reichelt comes with a diversely filled marketing backpack: whether as a marketing consultant at Batten & Company, as Head of Marketing/Communications at Migros and its own and channel brands, or as Global Chief Marketing Officer and member of the Swiss Executive Board at Credit Suisse - he has always proven that he focuses on customers and their needs.

m&k has regularly reported on how market shares and specialist awards in various disciplines have been won under his leadership - including Gold Effies, Best of Swiss Web Buoys, Marketing Excellence Trophies, German Brand Awards, the CRM Lifetime Award and the Red Dot Design Award.

Well-known Swiss projects from his career were also the subject of reports, such as the invention of the CRM cooking clubs "Migusto"the market launch of the Mobile banking brand "CSX"the introduction of Equal pay in football (as sponsor of the men's and women's national teams) and creative highlights such as the Migros checkout gnome "Finn.