Ivo Mrena, CMO of Shoptet and former country manager for Slovakia, has gone through a career journey from fulfilling his childhood dream of owning a skateshop to one of the top positions in the local e-commerce leader. In the Reels Talk byAndré podcast, he openly discusses strategic changes at Shoptet, an unfinished rebranding, the challenging acquisition by Team Blue, and why networking is absolutely crucial for him.
From Karlin to the Top of E-commerce
Ivo Mrena started as a marketing specialist at agencies. His side project, his own skateshop, ended due to poor business decisions and cash flow problems, but it provided him with valuable e-commerce experience. After returning to employment, he managed digital activities for Skoda Auto at Peppermint agency before accepting an offer from Shoptet’s then-CMO, Radek Hudak, to help with branding and marketing in Slovakia.
At Shoptet, he started as marketing manager for Slovakia and Shoptet Premium. During three years as country manager for Slovakia, he helped increase the number of clients from 1,500 to 7,000. After Radek Hudak’s departure, he became first interim and then permanent CMO.
Shoptet’s New Marketing Vision
Shoptet’s marketing strategy has shifted from a purely performance-based approach to a greater emphasis on brand building. They target both aspiring entrepreneurs and large clients with billion-dollar turnovers, dispelling the myth of being a platform only for beginners.
The Toughest Acquisition Under Strict Secrecy
Ivo Mrena described the Team Blue sale process as one of the hardest things in his career. Management knew for two to three years that a major change was coming, and the sale itself took place under strict secrecy to prevent panic and not disrupt company culture.
Did the Investment in E-commerce Community Pay Off?
Shoptet invests in building an e-commerce community, exemplified by the Facebook group “Shoptet poradna” with over 21,000 members. They invest 3 to 5 million CZK annually in external events.
Watch the Full Interview
Don’t miss the full episode of Reels Talk byAndré on YouTube.
