Martin Egri — Marketing, Branding, Project Management & Retail

Role Summary

Date:

2025-now

Employer:

ORLEN CZ

Role:

Retail Brand Manager for ORLEN's Stop Cafe and Car Wash

At a glance:

360+ locations in CZ / 8 × 360° campaigns annually / Assets shared across 7 European markets

Strategic Context:

Operating a market-leading network of 360+ locations requires a highly agile marketing ecosystem to support rapid growth and commercial expansion. To maximize the impact of high-frequency seasonal campaigns and premium private-label launches across 7 European markets, the priority was to build a standardized, end-to-end framework.

Responsibilities:

360° Brand & Campaign Management / Private Label & Process Architecture / Cross-Market Campaign Coordination / Creative & Agency Management / Visual Identity / POS Network Optimization / Commercial Activations

1 • 360° Seasonal Campaigns: Leading Multi-Market Retail Execution

As Retail Brand Manager for Stop Cafe, I lead the strategic development and end-to-end implementation of major seasonal campaigns, working closely with ORLEN Group's international competence center and local stakeholders.

Across four major seasonal campaigns troughout a year — Autumn, Winter, Spring and Summer — I translate product and commercial priorities into integrated campaign directions, leading the internal teams and external partners responsible for creative development, production and individual campaign deliverables. The resulting campaign concepts and marketing packages are shared across ORLEN markets and localized by regional teams across Europe, including CZ, SK, HU, PL, LT, AT and DE, supporting consistent brand execution across a large international retail network.

For the Czech market, I own the local implementation, aligning internal stakeholders, creative and production partners and operational teams across in-store, digital and social media touchpoints. My responsibility spans the campaign lifecycle from briefing and creative direction through localization, production, rollout and quality control.

Business Impact & Recognition:
According to the official commercial report, non-fuel retail revenues have reached a historic milestone, balancing the traditional fuel segment. Discover more about the strategic growth and the summer season launch in the Official ORLEN Press Release (May 2026).

↓ Check the visual execution below. 📸

2 • Private Label Category Launch: From Product to Shelf

I co-managed the visual and commercial rollout of a premium private-label categories for Stop Cafe, working closely with ORLEN Group's international competence center and the teams responsible for product development, creative production and market implementation.

My role focused on translating the commercial and brand objectives into a coherent customer-facing experience and overseeing the development of the required launch assets. I led the creative direction and visual identity development, including packaging and marketing assets, working with internal teams and external partners responsible for individual deliverables.

Beyond creative execution, I co-designed and established an end-to-end operational framework for ORLEN’s Private Label launches. By introducing structured briefing pipelines, standardized master asset creation, and streamlined cross-market alignment, I transformed isolated product launches into a repeatable, scalable system that optimized delivery timelines across all international markets.

For the Czech market, I led the localization and multi-channel deployment, coordinating implementation across the national Stop Cafe network and ensuring consistency of brand identity, customer communication and in-store execution.

↓ Check the visual execution below. 📸

3 • National Retail Scale: Brand Operations Across 360+ Locations

I manage the ongoing brand and marketing execution of Stop Cafe across 360+ locations within ORLEN's Czech retail network of approximately 440 stations.

My role combines strategic brand management with high-volume operational execution. I manage recurring product launches, promotional campaigns, POS updates and visual rollouts across the network, working with internal stakeholders, agencies, production partners and field teams to ensure timely and consistent implementation.

A key part of the role is translating brand and commercial priorities into practical retail execution — from campaign briefing and asset development through production, distribution and implementation across hundreds of individual locations.

Selected Commercial Activation: MasterChef × Stop Cafe

One of the major national campaigns I led was the commercial collaboration between Stop Cafe and MasterChef winner Roman Staša. Working alongside the colleagues responsible for the celebrity partnership, I led the overall campaign direction and execution, coordinating brand, commercial, creative and field-marketing teams and external partners across the nationwide rollout.

↓ Check the visual execution below. 📸

4 • Car Wash Brand Management: 150+ locations

I manage the brand and marketing execution for ORLEN's car wash services across 150+ locations, covering the full range of customer touchpoints — from everyday POS materials and on-site information to campaign coordination through the ORLEN app.

My role also includes coordinating cross-functional teams and external partners on larger commercial initiatives, including a nationwide campaigns.

↓ Check the visual execution below. 📸