The sound of a resounding slap echoes hollowly through the scorching heat of the southern Spanish desert. An 87-year-old global superstar in a dusty Western outfit strides through the scene and delivers a genuine slap to his opponent. No digital trickery, no stunt double. In the middle of the Almería desert, a Swiss discount retailer is filming a 16-minute Western blockbuster. «The slap was real,» Raphael Werner laughed later during the winner’s interview, trophy in hand. «Dennis from the production company had to suffer a bit—but after seven or eight takes, he was just laughing.»
Right in the face
This scene, more than any résumé, captures who Raphael Werner is. As Head of Client Relations at Denner, he isn’t just a manager of advertising budgets. He is a director of emotions, a calculated free spirit, and quite simply one of the boldest marketers the country has seen in recent years. On August 20, 2026, he was named «CMO of the Year Switzerland 2026» by an 18-member panel of experts at the Schiffbau in Zurich.
Tears on the Big Stage
But anyone who looked into Werner’s eyes that evening at LaSalle did not see a hardened trophy collector. As his longtime companion Reto Ruch delivered the laudatory speech on stage, recounting nearly two decades of shared triumphs, setbacks, and wild ideas, the winner’s eyes glistened suspiciously with tears. When was the last time he’d cried out of emotion? «Probably at my own wedding 14 years ago,» a visibly moved Werner admitted shortly afterward in a conversation with Anna Kohler and Beat Hürlimann. It was the emotional highlight of an evening that proved: Behind great brands, first and foremost, are people who are truly passionate.
The Master of the Calculated Move
Werner has only been with Denner since September 2024. The fact that, after barely two years at the helm of the newly created «Customer» division—where he oversees marketing, promotions, digital business, and customer insights—he has won Switzerland’s most prestigious marketing award borders on a feat. But anyone familiar with his career knows that Werner’s success is no fluke, but rather the result of an unparalleled blend of strategic depth and mischievous audacity.
For over 16 years, he had previously shaped Lidl’s market expansion in Switzerland and Belgium. When he started as a graphic designer at the discount retailer in 2007, the company’s image was at rock bottom: a German price-breaker with no friends in the Swiss market. Werner rolled up his sleeves. He created the legendary «heart with the Swiss cross,» brought Swiss wrestling champion Chrigu Stucki in front of the camera, and, together with the Hunziker family, developed a show that held up a mirror to the Swiss people—with humor, self-deprecating wit, and on an equal footing.
The Great Heart Heist and Swiss Hockey Success
When he finally moved to Denner, he pulled off what was arguably the most audacious marketing stunt in recent Swiss business history in 2025: the «Lidl Heart Heist.» In a viral clip, he had a fictional Denner employee simply steal the Swiss heart right out of his former employer’s logo. It was a delightfully witty parody of the fact that Denner had previously poached several executives from Lidl—but above all, it was a masterstroke: The CMO with the stolen heart simply reclaimed the symbol he himself had helped create, thereby instilling even more emotional “Swissness” and genuine cult status into Denner in one fell swoop.
This was followed by a series of major announcements every month: a promotion in which customers could win «a lifetime of free shopping»—a true first in the Swiss retail sector. And then, of course, the spectacular debut as the main sponsor of the Swiss national ice hockey team. «We had extremely ambitious goals,» Werner revealed in a pre-launch interview. «Today, market research shows that Denner is the absolute top-of-mind brand in the Swiss ice hockey community, with a lead of over 20 percentage points. To achieve that within a year is overwhelming.»
Desert Dust, Terence Hill, and the «Socceritos»
However, Werner delivered his masterpiece with «The Socceritos»—that 16-minute, Western-style World Cup blockbuster that left even seasoned industry insiders in disbelief. The fact that global superstar Terence Hill appeared on camera for a brand for the first time in over 40 years was considered impossible in the industry. Werner made it happen.
And when, three weeks before filming was set to begin, the entire project threatened to fall apart because Hill’s health wouldn’t allow him to handle the high-altitude air at the planned filming location in New Mexico, Werner’s true leadership skills came to the fore. Without batting an eye, he relocated the entire production to Almería in southern Spain. 120 crew members, flights, permits, soccer stars, and a soccer-playing horse all had to be reorganized in record time. Amid this logistical whirlwind, Werner remained the picture of calm. He trusted his team, gave the filmmakers the freedom they needed, and kept his eye on the big picture.
In his post-game interview, Werner described just how absurd things had gotten on set with a broad grin: «National team captain Granit Xhaka had flown in specially from vacation and had only a tiny window of time. At 8:30 p.m., he had to head to the airport so he wouldn’t miss his flight. We kept filming until midnight and returned to the hotel completely exhausted. And who was sitting there, completely calm, in the lobby in front of the TV watching soccer? Granit Xhaka! The air traffic controllers in France had gone on strike.»
«I have to be careful not to run too fast.»
Anyone who speaks with Raphael Werner immediately senses this irrepressible inner drive. He originally studied applied computer science, started out as a website designer, and found his way into strategic marketing through visual design. This DNA—a love for measurable technology paired with uncompromising visual aesthetics—continues to shape his work to this day. «I love combining technology and tradition,» he emphasizes. «Modern technologies and automation boost efficiency, but above all, they create space for what matters most: human creativity.»
At the same time, Werner is his own harshest critic. When asked what he personally still needs to work on the most, he didn’t hesitate for a second: «I have to be careful not to move too fast. The retail industry moves at an extremely fast pace; we have to react on a daily basis. But I mustn’t overwhelm the team—I have to make sure everyone can keep up with this pace.»
His leadership philosophy is similar to that of a top athlete: «If we think we can run the 100 meters in 15 seconds, then I say, »No, today we’ll run it in 13, next time in 12.5, and eventually in 12.’ But here’s what’s really important: As a coach, you must never just stand on the sidelines and yell instructions. You always have to run alongside them on the track and prove that it can be done.”
The Triumph of Humanity
At a time when algorithms, artificial intelligence, and performance dashboards dominate the marketing landscape, Raphael Werner’s victory also sends a powerful cultural and political message to the entire industry. It proves that in the fierce competitive battle of the Swiss retail sector, it is not the loudest discount war that wins, but rather the ability to tell authentic stories and create relevance in people’s everyday lives.
When Werner finally held the trophy in his hands, he immediately dedicated the award to his colleagues, agencies, and employees. It takes «a few total nutcases» to pull off campaigns like «The Socceritos.» And it takes a solid foundation at home: In the acceptance speech, he gave a very special thank-you to his wife, Regine, who has had his back for 14 years and has probably heard more about discount store marketing than anyone should have to endure.
Raphael Werner is not the type of CMO to hold back when it comes to brands. But he’s a leader with heart, courage, and tears in his eyes at just the right moment. Denner will celebrate its 60th anniversary next year. With this CMO of the Year at the helm, the Swiss advertising world can rest assured: the next big story is already in the bag.
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Smack!
The sound echoes hollowly through the scorching heat of the southern Spanish desert. An 87-year-old Terence Hill, dressed in a dusty Western outfit, strides through the scene and lands a good old-fashioned slap on his opponent’s face. «The slap was real,» laughed Raphael Werner shortly after being named «CMO of the Year» in his winner’s interview with Anna Kohler and Beat Hürlimann. «Dennis from the production company had to suffer a bit—but after seven or eight takes, he was just laughing.»
What was once a whimsical anecdote that provided amusement on the set of «The Socceritos» in Almería suddenly feels somehow real just a few days after the glamorous awards night at Zurich’s Schiffbau. Except this time, it’s not Dennis turning the other cheek—it’s the m&k editorial team.
For no sooner had the confetti settled and the celebratory print pages gone to press than Werner dropped the bombshell on the industry: He is leaving Denner effective immediately. And he didn’t announce this final bombshell at the very place where his portraits had been edited beforehand and his tears on stage had been celebrated by the press—but exclusively in an interview with persoenlich.com. Ouch. It almost made you wish Bud Spencer had been the one to deliver the final blow—at least he would have made short work of it.
Tears on Stage, Farewells Ahead
Flashback: On August 20, 2026, the Swiss marketing elite was in an uproar at LaSalle. As his longtime companion Reto Ruch delivered the emotional eulogy and looked back on nearly two decades of shared triumphs, setbacks, and crazy ideas, Werner’s eyes glistened suspiciously. When was the last time he’d cried out of emotion? «Probably at my own wedding 14 years ago,» a visibly moved Werner admitted in an interview with m&k.
It was the emotional epicenter of an evening that felt like the culmination of an unprecedented transformation in the discount retail sector. The fact that Werner may have already been mentally packing his bags at that point lends the evening a somewhat ironic twist in hindsight. In an interview with personal.com He attributes the move to perfect timing: Winning the trophy marked a personal highlight for him at Denner—the award is «a wonderful conclusion and, at the same time, the start of a new chapter in his life.» Where will the journey take him? That remains to be seen. Were political reasons a factor? «No,» Werner insists. It’s simply the right moment to devote himself to new professional challenges.
The Master of the Calculated Move
Werner had only joined Denner in September 2024. The fact that, after just under two years at the helm of the large «Customer» division—where he oversaw marketing, promotions, digital business, and customer insights—he won Switzerland’s most prestigious marketing award borders on a feat.
For over 16 years prior to that, he had shaped Lidl’s market expansion in Switzerland and Belgium. When he started as a graphic designer in 2007, the company’s image was at rock bottom: a German discount giant with no friends in the Swiss market. Werner rolled up his sleeves. He came up with the legendary «heart with the Swiss cross,» brought Swiss wrestling champion Chrigu Stucki in front of the camera, and, together with the Hunziker family, created a show that held up a mirror to the Swiss people—with humor, self-deprecating wit, and on an equal footing.
When he finally moved to Denner, he pulled off what was arguably the most audacious stunt in recent Swiss advertising history in 2025: the «Lidl Heart Heist.» In a viral clip, he had a fictional Denner employee simply steal the Swiss heart right out of his former employer’s logo. It was a witty parody of the fact that Denner had previously poached several executives from Lidl—but above all, it was a masterstroke: The CMO with the stolen heart simply reclaimed the symbol he had once helped create himself, breathing even more emotional “Swissness” into Denner in one fell swoop.
Hockey Luck, Western Heroes, and the Personnel Carousel
A series of major announcements followed at monthly intervals: «Lifetime free shopping» as a groundbreaking promotional offer, the company’s debut as the main sponsor of the Swiss national ice hockey team (with a lead of over 20 percentage points as the top-of-mind brand), and finally the 16-minute blockbuster «The Socceritos» featuring Terence Hill and national team captain Granit Xhaka.
Werner proved that modern retail marketing doesn’t work through boring discount flyers, but through cultural relevance, pace, and the courage to dare the impossible. «I have to be careful not to move too fast,» he had said in an m&k interview about his leadership style. Now it seems he has moved too fast even for his employer.
His departure is not an isolated incident, but fits seamlessly into a broader cycle of personnel changes at the top of Denner, as personal.com In his article, he summarizes: According to the report, CEO Torsten Friedrich stepped down from the Migros subsidiary at the end of April—after just over a year—due to strategic differences; in June, Chief Sales Officer Christian Staub announced his departure; and Chief Procurement Officer Sascha Göbels had already left the company by 2025.
In the spirit of sportsmanship: See you at the next fight, Raphael!
The fact that Werner is now announcing his departure exclusively through a rival media outlet fits the image of a man who has mastered the rules of PR—and is always good for an unexpected twist. At m&k Let’s take that cinematic “quail slap” in stride: If you dish it out, you’ve got to be able to take it, and the Swiss advertising scene thrives on exactly these kinds of characters and showdowns. Raphael Werner is leaving Denner at the absolute peak of his career. And while the editorial team’s cheeks are slowly cooling off from that Terence Hill-style slap, we’re already looking forward to the next rounds in the ring. In any case, the offer stands, dear Raphael: But please, do announce your next big career move exclusively at m&k. The next big move by the «CMO of the Year» is surely already in the bag.
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If you ask Andrea Hänggi about her career path, you’ll get an answer that reveals a lot about her approach to work: four countries, three positions, and roles at the global, regional, and local levels. Marketing, sales, and finance. The U.S., France, Germany, and Switzerland.
Ready for Anything
«Long story short: I'm really ready for anything,» she says.
The statement doesn’t come across as a rehearsed elevator pitch, but rather as the logical outcome of a career path that brings together a wide variety of perspectives. Today, Hänggi is a member of the executive board at Lindt & Sprüngli Switzerland and is responsible for marketing a brand that has been in existence since 1845 and is known worldwide for premium chocolate.
Marketing has fascinated her ever since her school days. The idea of being able to inspire people through brands and communication has never left her. She is therefore thrilled to have been nominated as a finalist for «CMO of the Year.» At the same time, she immediately acknowledges those around her: the team that makes these achievements possible, and a company that continually challenges and supports her.
When Tradition Meets TikTok
Perhaps the greatest challenge of modern brand management today is the need to think both in the long term and the short term at the same time.
On the one hand, there are brand values that have been built up over decades. On the other hand, trends emerge within a matter of days and often disappear just as quickly.
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Hänggi has shown that the two don't have to be mutually exclusive.
Together with her team, she brought Dubai chocolate to Switzerland and turned it into the most successful chocolate launch in recent years. The speed with which Lindt responded to the social media hype is a prime example of how even established brands can hold their own in an increasingly fast-paced consumer world.
At the same time, Hänggi observes a countertrend. In uncertain times, people do not constantly seek out revolutions. They seek reliability, trust, and emotional stability. Innovation is important, he says, but it must always take place within a familiar brand environment.
This is precisely where one of the most challenging tasks of modern marketing leadership lies: recognizing the right moment for change without losing one's own identity.
Brands are created where people experience them
Anyone who listens to Hänggi will quickly realize that she doesn't view brands primarily as a communication task.
In a world of increasingly brief online interactions, the emotional appeal of brands is becoming more important, she says. That’s why Lindt is making targeted investments in experiences that people can physically enjoy: the Lindor Christmas tree at Zurich’s main train station, the Gold Bunny Tour, and offerings at the Home of Chocolate. Enthusiasm often begins offline—and is then shared online.
This idea runs through many of her projects. Instead of focusing solely on reach, her team creates events that people want to talk about.
An 180-year-old brand remains relevant not because it’s loud, but because it remains a part of its consumers’ everyday lives and memories.
Leadership Starts with the "Why"
While many marketing executives talk about technology, Andrea Hänggi often talks about people.
Currently, she’s not just focused on product launches, campaigns, or rising cocoa prices. Just as important, she says, is the question of whether the right people are working together on the team, staying motivated, and supporting the strategy for the coming years.
Her stance on the topic of transformation is also remarkably clear. Change only works when people understand why it is necessary. It requires teams that are willing to learn, have the courage to make decisions, and at the same time, the ability to remain true to their own values.
Perhaps that is exactly what best describes Andrea Hänggi’s achievements: the ability to continuously develop a traditional brand without diluting its identity. At a time when markets, technologies, and consumer behavior are all changing simultaneously, this is far more than just good marketing. It is modern brand management.
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For many people, midnight marks the end of the day. For Roman Reichelt, that’s when the next challenge begins.
«In e-commerce, we lose all our customers every day—at midnight,» he says. At 12:01 a.m., the battle begins anew. New prices, new delivery options, new user experiences, or new partnerships could call into question every achievement to date.
The Man Who Is Never Done
This perspective reveals a lot about Brack's head of marketing. For him, success is not a state of being, but a snapshot in time. Anything that worked yesterday must be proven all over again tomorrow.
Perhaps that is precisely why Reichelt has been one of Switzerland’s most influential marketing figures for years. Whether at Migros, Credit Suisse, or now at Brack: wherever he takes on a leadership role, he brings about changes that go far beyond traditional marketing.
From Commercial Fan to Marketing Visionary
His passion began early. So early, in fact, that his high school principal was once concerned.
While his classmates could name seven or eight commercials, 11-year-old Roman could name 51. Not because he had been left in front of the TV, as was assumed at the time, but because advertising had fascinated him even as a child.
Today, he looks back on a career that has taken him to the highest echelons of marketing in the country. Just this past June, he was honored with the Marketing Thought Leader Award at the Swiss Brand Congress. Prior to that, he had already won the Swiss Marketing Trophy, among other accolades, as well as numerous awards for brand management, sponsorship, and cross-media communication.
But for Reichelt, awards seem to be less of a goal and more of a byproduct. What matters most to him is how organizations and people can continue to develop.
Build Belief, Generate Momentum
When Reichelt joined Brack in 2024, he found a company with great potential. However, he did not see his most important task as creating a new logo or launching a new campaign.
«Faith and momentum» are the two terms that best describe the past few months, he says.
He initially noticed that many employees were setting limits for themselves. The idea that they could only be a solid number two in competition with the biggest e-commerce brands had become deeply ingrained.
That was exactly the mindset he wanted to change.
The results speak for themselves. Brack recorded the highest increase in brand appeal among Swiss retail and e-commerce brands, gained new customers, increased revenue and EBITDA, and doubled awareness of its sponsorship activities. At the same time, internal employee satisfaction improved significantly.
The real achievement, however, runs deeper. Reichelt succeeded in convincing an organization that growth begins in the mind.
A URL Becomes a Brand
The most noticeable change has a short name: Brack.
Brack.ch became Brack. Period.
Behind this seemingly small step lies a fundamental strategic realignment. Reichelt wanted to transform a well-known e-commerce site into a standalone brand—a brand that not only delivers but also stands for something.
The new brand promise, «Unlock Your Potential,» combines the company’s logistical strength with an emotional benefit. It transforms the classic moment of opening a package into a cultural concept: people should be able to discover what they’re capable of.
This repositioning was accompanied by one of the largest rebranding efforts in recent Swiss marketing history. The campaign was created using generative AI and was transparently labeled as such. At the same time, Brack continued to expand its community, developed new CRM programs, and strengthened its role as a sponsor of the Swiss Super League.
In its analysis, the University of St. Gallen therefore refers to a transformation toward an «emotionally charged consumer brand.».
Transformation Is Perseverance
Anyone who listens to Reichelt quickly realizes that he is less interested in the big announcement than in what comes after it.
His favorite quote is from Brack CEO Stefan Fraude:
«Starting out is loud. Persevering is quiet.»
For Reichelt, this idea captures the essence of every successful transformation. Presenting strategies is relatively easy, he says. What’s more difficult, he adds, is consistently refining processes, getting teams on board, and patiently answering even the 500th question.
This skill is becoming increasingly important, especially in the age of AI, automation, and constant change. Marketing leaders must anticipate technological developments while also inspiring people, providing guidance, and fostering a positive culture.
Roman Reichelt finds himself right in the middle of this tension.
The 11-year-old boy who used to collect commercials would probably be amazed by this. The «CMO of the Year» jury, however, clearly isn’t. It has, quite logically, named him one of the six finalists for 2026.
And perhaps that is why his personal advice is particularly fitting as the conclusion to this story:
«Listen to your heart. You should go where you have the most fun. That's where you'll thrive.»
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Anyone who listens to Jens Plath quickly realizes that he doesn’t think in terms of campaigns. He thinks in terms of systems. For him, marketing doesn’t end at the boundaries of a department; rather, it begins where products, services, sales, and the customer experience come together.
The CMO as the Architect of the Whole
That is precisely why he does not view the nomination as a personal honor. Rather, he sees it as recognition for the entire TWINT team and the ecosystem of partners, merchants, and users that made the Swiss payment app’s success story possible in the first place.
This approach aligns with an understanding of marketing that is becoming increasingly important today. Modern CMOs no longer sit on the sidelines of the company but actively help shape its future. As a member of the extended executive team, Plath belongs to a generation of marketing leaders who are increasingly blurring the lines between brand management and corporate leadership.
When Innovation Becomes a Habit
Perhaps TWINT’s greatest achievement is that the technology has become virtually invisible to users. People make payments at the supermarket, at a market stall, at a farm stand, or online—often without even thinking about it.
That’s exactly where brand strength comes from: when a product becomes part of people’s daily routines. Plath tells the story of two elderly women on a tram who were enthusiastically discussing how easy it had become to pay using the new lock screen widget. To many marketers, this might seem like a minor incident. For a CMO, it’s a strong signal. Because when people naturally integrate a product into their daily lives and talk about it, that’s when relevance is established.
The fact that TWINT now has over five million active users, processes 901 million transactions per year, and has achieved 99 percent brand awareness is a reflection of this very development.
Between Data, Strategy, and Intuition
Plath’s career path took him from PayPal and eBay to TWINT. More than 15 years of experience in marketing, strategy, innovation, and growth have shaped his leadership style. What stands out is his combination of analytical thinking and entrepreneurial intuition. Decisions are made based on data, without being guided solely by numbers.
This becomes particularly clear when looking ahead. While many companies are still grappling with the effects of current market changes, TWINT is already planning its next steps in innovation through 2028. For Plath, constant transformation is part of everyday life. What was successful yesterday will no longer be enough tomorrow.
Especially in the age of AI and digitalization, this ability to continuously adapt is becoming a core competency of modern marketing leadership. Trends must be identified, evaluated, and translated into concrete innovations—without losing sight of people in the process.
The Man Who Thinks of Marketing as Music
Perhaps an unusual hobby best explains why Jens Plath has been one of the country's most successful marketing executives for years. In his free time, he produces music.
In his view, music production and marketing are surprisingly similar. Individual measures function like individual audio tracks. Only when everything is arranged correctly does a harmonious whole emerge. It is not the volume of a single track that determines success, but rather the interplay of all the elements.
It is precisely this mindset that has shaped TWINT. Step by step, a functional payment app evolved into a digital ecosystem featuring loyalty programs, coupons, tickets, parking solutions, donation features, and e-commerce offerings. At the same time, the brand has evolved into one of Switzerland’s strongest consumer brands—in an environment traditionally characterized by functionality and little emotion.
Anyone who follows the Swiss awards scene has long been familiar with Jens Plath. With TWINT, he has been a regular presence on stages across the country for years. His spot in the finals of the «CMO of the Year 2026» is the latest chapter in this success story. At the same time, it exemplifies a new generation of marketing leaders: strategists, technologists, and brand builders all rolled into one.
For Raphael Werner, transformation is not a project with a beginning and an end. It is an ongoing process. He is convinced that those who continuously develop their companies don’t have to wait for a major upheaval in the first place.
Transformation as a Permanent State
This attitude also shapes his leadership style. For him, change doesn’t come from buzzwords, but from consistent improvements in day-to-day operations. At the same time, he emphasizes the importance of the people behind every transformation. Anyone who wants to create something new must bring teams along with them, provide direction, and highlight opportunities.
Especially at a time when artificial intelligence, new technologies, and changing customer expectations are transforming entire industries, this skill is one of the most important qualities of modern marketing leadership.
Between Data, Technology, and Creativity
Werner describes himself as someone who wants to combine technology with traditional brand management. New technologies should not only increase efficiency, but also enable and enhance creativity.
This approach is also reflected in his current role at Denner. Since the company’s reorganization, as Head of Customer, he has been responsible for marketing, promotions, digital business, and customer insights. In this role, he brings together under one roof precisely those disciplines that are crucial to the success of modern brands today.
In the age of AI, marketing is increasingly becoming a discipline centered on connectivity. Data, technology, creativity, and customer focus must all be considered simultaneously. Werner is one of those marketing executives who view this development not as a threat, but as an opportunity.
«I love combining technology and classical music in whatever way I can.»
Humor as a Strategic Competitive Advantage
Over the past few years, Werner has made a name for himself with campaigns that grab attention because they dare to be different. Sometimes cheeky, sometimes surprising, often with a dash of self-deprecating humor. The «Lidl Heart Heist» received a great deal of attention; in it, a fictional Denner employee stole the Swiss heart from the Lidl logo.
The «Lifetime Free Shopping» promotion also sparked a lot of discussion. Both examples demonstrate a brand strategy that doesn’t rely on loudness, but rather on ideas that resonate culturally.
The results prove that humor can also be effective from a business perspective. In a short period of time, Denner succeeded in firmly establishing its own brand in the public consciousness while simultaneously setting new trends in a highly competitive retail market.
The Man Who Brought Terrence Hill Back in Front of the Camera
When asked why he, of all people, deserves the title «CMO of the Year,» Werner replies with a wink. After all, he was the one who brought Terrence Hill back in front of the camera for a brand for the first time in over 40 years—and may even have produced the film legend’s final movie.
Behind this humorous response, however, lies a serious message. Successful marketing happens when people persistently bring great ideas to life. This is exactly what Werner’s career path so far demonstrates: After more than 16 years helping to build Lidl Switzerland, he moved to Denner, quickly took on additional responsibilities, and shaped the company’s communications with a series of eye-catching campaigns.
Being nominated as a finalist for the «CMO of the Year 2026» is therefore not just an accolade for individual campaigns. It honors a marketing executive who has mastered technological development, cultural relevance, compelling storytelling, and consistent execution in equal measure—and who thus exemplifies the demands of modern brand management.
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While many companies are still debating the impact of artificial intelligence, Antonia Lepore is already laying out the strategic direction for the coming years.
The future starts with your next search query
She is particularly interested in how people’s search and information-seeking behaviors are changing and what role brands will play in the future in a world increasingly shaped by AI systems.
This forward-looking approach has shaped her work for years. Since 2019, she has been in charge of marketing at AXA Switzerland and has been consistently driving the integration of customer experience, brand communication, and digital services. The goal is brand management that reaches people where they seek guidance—today and tomorrow.
«Supporting my team and helping each and every one of them shine—that, to me, is the essence of good teamwork.»
The Brand as a Promise Backed by Evidence
For Lepore, a brand is much more than just communication. She sees the brand promise «Know You Can» as an active mission to encourage people and support them in achieving their goals. What matters most, she says, is not what a brand claims, but what it proves.
That is precisely why AXA invested in Swiss women’s soccer early on. Under Lepore’s leadership, the initiative centered on the AXA Women’s Super League and the UEFA Women's EURO 2025 a key component of its brand strategy. AXA used the European Championship to consistently position itself as a modern and socially responsible brand.
When Flagship Projects Meet Transformation
The past twelve months have been quite a challenge for Lepore and her team. With AXA Switzerland’s 150th anniversary and their involvement with the Women’s EURO, two major projects were carried out simultaneously. At the same time, the agile transformation of the marketing department continued behind the scenes.
What is particularly noteworthy is the breadth of their work. It ranges from emotional storytelling and sponsorship to organizational transformation and preparing for a marketing landscape in which AI, data, and new forms of communication are becoming increasingly important. This ability to combine operational excellence with long-term strategic planning is one of the qualities that define modern marketing leadership today.
Technology changes everything—except people
When asked about her most important principle, Antonia Lepore’s answer is remarkably clear: Transformation doesn’t start with technology, but with people. New tools and new opportunities are important, she says. What’s crucial, however, is to bring people along on the journey, build trust, and foster a culture in which learning and change become second nature.
«Transformation doesn't start with technology—it starts with people.»
Perhaps it is precisely this attitude that explains why Lepore repeatedly speaks of her team. Whether it’s the nomination, major projects, or her personal successes—for her, the focus isn’t on individual people, but on the synergy of diverse talents. For her, the magic of marketing happens when the brand, people, and communication mesh perfectly, creating genuine added value for customers.
It is precisely this combination of forward thinking, cultural leadership, and consistent customer focus that makes Antonia Lepore one of the six finalists for the «CMO of the Year 2026» award. At a time when marketing leaders must simultaneously be technologists, strategists, cultural ambassadors, and leaders, she exemplifies a new generation of CMOs.
«Right now, I’m working on rethinking brand management,» says Veronika Elsener. This doesn’t mean breaking with over 140 years of history, but rather building on it. Her goal: to bring the essence of Switzerland to life around the world and turn customers into true brand ambassadors.
Rethinking Brands, Preserving Identity
One of the greatest challenges facing modern marketing leadership is particularly evident in the age of AI, when technologies, markets, and customer needs are constantly changing. Brands must remain relevant without losing their identity. This is precisely where Elsener sees her role: «Strong brands don’t have to constantly reinvent themselves. They must stay true to their identity and continue to evolve at their core.»
People Become Brand Ambassadors
Veronika Elsener has been with Victorinox for over 30 years and has been responsible for global brand management since 2009. Under her leadership, the brand has evolved far beyond the legendary Swiss Army Knife to become an international lifestyle brand with a global presence and regional relevance.
Her approach to leadership is particularly evident within the company. More than 500 employees have participated in the new global brand training program over the past year and a half. For Elsener, strong brand leadership doesn’t start with campaigns, but with the people who embody the brand every day.
«I develop brands and marketing strategies, I empower people, and I build teams—for me, that's the recipe for strong brands.»
Swissness as a Global Strength
The jury particularly commends the company’s ability to combine iconic Swissness with internationally relevant brand management. The global anniversary campaign «Made to be prepared» marking Victorinox’s 140th anniversary, the company’s win of the gfm Marketing Award, and its strong success in the Asian luggage market underscore this development. At the same time, Victorinox consistently focuses on durable products, sustainable brand management, and emotional storytelling—values that are understood worldwide.
For Elsener, transformation is therefore much more than just digitalization or artificial intelligence. It begins with openness.
«For me, transformation begins with curiosity. Those who are willing to learn and bring together different perspectives discover new opportunities and paths.»
Leadership Starts with Attitude
Anyone who listens to Veronika Elsener quickly realizes that her vision of leadership is shaped less by short-term successes than by long-term development. She speaks openly about how she has often learned more from failures than from successes. This attitude has been a common thread throughout her career—from building an international brand organization to the ongoing development of one of Switzerland’s best-known brands.
When asked for her most important piece of advice, she doesn't offer a marketing strategy, but rather a sentence that sums up her career:
«Never, never give up.»
Perhaps this very sentence best explains why Veronika Elsener is among the six finalists for the «CMO of the Year 2026» award. Not because she keeps giving a brand a new look, but because for decades she has demonstrated how a strong identity, combined with courage, curiosity, and perseverance, can pave the way to a successful future.
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