{"id":4729,"date":"2026-01-24T11:27:03","date_gmt":"2026-01-24T10:27:03","guid":{"rendered":"https:\/\/andrekohout.cz\/pisu-si\/?p=4729"},"modified":"2026-01-24T11:27:05","modified_gmt":"2026-01-24T10:27:05","slug":"ivo-mrena-ze-skateshopu-na-vrchol-e-commerce","status":"publish","type":"post","link":"https:\/\/andrekohout.cz\/pisu-si\/2026\/01\/24\/ivo-mrena-ze-skateshopu-na-vrchol-e-commerce\/","title":{"rendered":"Ivo Mrena: ze skateshopu na vrchol e-commerce"},"content":{"rendered":"\n

Ivo Mrena<\/a>, CMO Shoptetu a d\u0159\u00edve country mana\u017eer pro Slovensko, pro\u0161el kari\u00e9rn\u00ed cestou od spln\u011bn\u00e9ho d\u011btsk\u00e9ho snu v podob\u011b vlastn\u00edho skateshopu a\u017e po jednu z vrcholn\u00fdch pozic v lok\u00e1ln\u00ed e-commerce jedni\u010dce. V podcastu Reels Talk byAndr\u00e9<\/a> otev\u0159en\u011b mluv\u00ed o strategick\u00fdch zm\u011bn\u00e1ch ve Shoptetu, nedokon\u010den\u00e9m rebrandingu, n\u00e1ro\u010dn\u00e9 akvizici spole\u010dnost\u00ed Team Blue i o tom, pro\u010d je pro n\u011bj networking naprosto kl\u00ed\u010dov\u00fd.<\/p>\n\n\n\n

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Cesta z Karl\u00edna na vrchol e-commerce<\/h2>\n\n\n\n

Ivo Mrena za\u010d\u00ednal jako marketingov\u00fd specialista v agentur\u00e1ch. Jeho side projekt aka vlastn\u00ed skateshop, sice skon\u010dil kv\u016fli \u0161patn\u00fdm obchodn\u00edm rozhodnut\u00edm a probl\u00e9m\u016fm s cash flow, ale poskytl mu cenn\u00e9 e-commerce zku\u0161enosti. Po n\u00e1vratu do zam\u011bstn\u00e1n\u00ed \u0159\u00eddil digit\u00e1ln\u00ed aktivity pro \u0160koda Auto v agentu\u0159e Peppermint, ne\u017e p\u0159ijal nab\u00eddku od tehdej\u0161\u00edho CMO Shoptetu<\/a>, Radka Hud\u00e1ka, aby pomohl s brandem a marketingem na Slovensku.<\/p>\n\n\n\n

V Shoptetu za\u010d\u00ednal jako marketingov\u00fd mana\u017eer pro Slovensko a pro Shoptet Premium. B\u011bhem t\u0159\u00ed let, kdy p\u016fsobil jako country mana\u017eer pro Slovensko, pomohl zv\u00fd\u0161it po\u010det klient\u016f z 1500 na 7000. Po odchodu Radka Hud\u00e1ka se stal nejprve do\u010dasn\u00fdm a pot\u00e9 st\u00e1l\u00fdm CMO.<\/p>\n\n\n\n

Nov\u00e1 marketingov\u00e1 vize Shoptetu<\/h2>\n\n\n\n

Marketingov\u00e1 strategie Shoptetu se posunula od \u010dist\u011b v\u00fdkonnostn\u00edho pohledu k v\u011bt\u0161\u00edmu d\u016frazu na budov\u00e1n\u00ed zna\u010dky. C\u00edl\u00ed jak na za\u010d\u00ednaj\u00edc\u00ed podnikatele, tak na velk\u00e9 klienty s miliardov\u00fdmi obraty, \u010d\u00edm\u017e vyvrac\u00ed m\u00fdtus o platform\u011b jen pro za\u010d\u00e1te\u010dn\u00edky. Strategie je postavena na prodeji vize \u00fasp\u011b\u0161n\u00e9ho podnik\u00e1n\u00ed, jako je nap\u0159\u00edklad \u201ezalo\u017e si e-shop a vyd\u011blej sv\u016fj prvn\u00ed milion.\u201c<\/p>\n\n\n\n

Firma proch\u00e1z\u00ed rebrandingem s c\u00edlem posunout se do modern\u00ed doby a st\u00e1t se evropsk\u00fdm brandem. Ivo Mrena sebekriticky p\u0159izn\u00e1v\u00e1, \u017ee proces podcenili a ud\u011blali chyby. Rebranding, jeho\u017e nejv\u011bt\u0161\u00ed polo\u017ekou je nov\u00fd web, nen\u00ed dosud dokon\u010den.<\/p>\n\n\n\n

Nejt\u011b\u017e\u0161\u00ed akvizice pod p\u0159\u00edsn\u00fdm utajen\u00edm<\/h2>\n\n\n\n

Ivo Mrena ozna\u010dil proces prodeje spole\u010dnost\u00ed Team Blue za jednu z nejt\u011b\u017e\u0161\u00edch v\u011bc\u00ed ve sv\u00e9 kari\u00e9\u0159e. Veden\u00ed v\u011bd\u011blo dva a\u017e t\u0159i roky, \u017ee dojde k velk\u00e9 zm\u011bn\u011b, a samotn\u00fd prodej prob\u00edhal v p\u0159\u00edsn\u00e9m utajen\u00ed, aby se p\u0159ede\u0161lo panice a nenaru\u0161ila firemn\u00ed kultura. Transakce vy\u017eadovala zapojen\u00ed minim\u00e1ln\u00edho po\u010dtu specialist\u016f, aby se cel\u00fd proces udr\u017eel pod kontrolou.<\/p>\n\n\n\n

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Vyplatila se investice do e-commerce komunity?<\/h2>\n\n\n\n

Shoptet investuje do budov\u00e1n\u00ed e-commerce komunity, jej\u00edm\u017e p\u0159\u00edkladem je facebookov\u00e1 skupina \u201eShoptet poradna\u201c s v\u00edce ne\u017e 21 tis\u00edci \u010dleny. Do extern\u00edch event\u016f investuje ro\u010dn\u011b 3 a\u017e 5 milion\u016f korun. Akvizice Reshoperu<\/a> se vyplatila a investice se ji\u017e n\u011bkolikan\u00e1sobn\u011b vr\u00e1tila. Ivo inicioval zm\u011bnu konceptu na \u201efestival e-commerce komunity\u201c s uvoln\u011bn\u011bj\u0161\u00ed atmosf\u00e9rou v K\u0159i\u017e\u00edkov\u00fdch pavilonech, aby se odli\u0161il od konkurence.<\/p>\n\n\n\n

S Ivem jsme se shodli, \u017ee networking je v podnik\u00e1n\u00ed naprosto kl\u00ed\u010dov\u00fd. CMO Shoptetu tvrd\u00ed, \u017ee bez n\u011bj by to ne\u0161lo. Ale pozor\u2026 Skute\u010dn\u00fd networking nen\u00ed o neosobn\u00ed v\u00fdm\u011bn\u011b vizitek, ale o budov\u00e1n\u00ed autentick\u00fdch vztah\u016f na akc\u00edch jako Reshoper nebo Meet&Deal<\/a>.<\/p>\n\n\n\n

Hybridn\u00ed pr\u00e1ce, \u010dty\u0159denn\u00ed t\u00fdden a dal\u0161\u00ed vize<\/h2>\n\n\n\n

Ivo p\u0159izn\u00e1v\u00e1, \u017ee \u010dasto zva\u017euje n\u00e1vrat k vlastn\u00edmu podnik\u00e1n\u00ed a vedle pr\u00e1ce pro Shoptet konzultuje marketing pro zn\u00e1m\u00e9. Z\u00e1rove\u0148 je zast\u00e1ncem flexibiln\u00edch pracovn\u00edch model\u016f, jako je hybridn\u00ed pr\u00e1ce, \u010dty\u0159denn\u00ed pracovn\u00ed t\u00fdden, nebo dokonce \u0161estihodinov\u00e1 pracovn\u00ed doba.<\/p>\n\n\n\n

Nechce\u0161 jen \u010d\u00edst? Pod\u00edvej se na cel\u00fd rozhovor<\/h2>\n\n\n\n

V\u0161echny detaily o kari\u00e9rn\u00ed cest\u011b od skateshopu, z\u00e1kulis\u00ed akvizice, rebrandingu a investic\u00edch do komunity najde\u0161 v rozhovoru. Tak si nenech uj\u00edt cel\u00fd d\u00edl Reels Talku byAndr\u00e9 na YouTube.<\/a><\/p>\n\n\n\n

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