"As a marketer you appreciate working with a strong product, it gives you a certain drive."

Luděk, can you share with us how you first ventured into the field of marketing and communications?
My journey into marketing started with a fascination for the power of communication and connecting with diverse target groups. After studying marketing, I began my career at a media and advertising agency in Prague where I gained invaluable experience - managing various clients, tasks, and campaigns that enhanced my skills in the 'Marketing Craft.' As I progressed, I sought new challenges. This transitioned me to the client side, working for a local retailer in Brno specializing in furniture and electronics. My move into the construction industry happened by chance.

What motivated this move to join Xella in 2015?
Actually, a friend and former colleague informed me that Xella was looking for a Brand Manager, and the job description was a perfect fit for what I wanted. Interestingly, he also applied for the job, but I ended up getting it. No hard feelings—we both enjoy healthy competition.
Xella's appeal was multifaceted. The proximity to our products and the flat structure here in Hrušovany offered a unique environment for growth and impact. Joining Xella was a leap into a dynamic setting that underwent restructuring shortly after I started, which made orientation challenging at first. However, I embraced this challenge because I strongly believe in Ytong. As a marketer you appreciate working with a strong product, it gives you a certain drive. My dedication paid off, as it eventually enabled me to become Marketing Manager for Central and Eastern Europe.

You were recently honored with second place in the Xella Innovation Award for the X-bot project, which has been with you for over three years now. Could you elaborate on the project and its impact?
The X-bot project was born out of the need to provide comprehensive customer support beyond traditional working hours. This AI chatbot has revolutionized our customer engagement, facilitating over 9,500 conversations per year and significantly enhancing lead generation capabilities. The project began as a collaborative effort involving colleagues from sales, product managers, customer service, IT and more - everyone contributed their expertise towards delivering the best customer service solution. I played a central role in coordinating and providing direction. Now, we have a powerful tool that not only assists our customers but also provides invaluable insights for making informed marketing decisions. The data insights enable us to draw meaningful conclusions about user behavior, which greatly enhances our marketing strategies.

Apart from the X-bot, are there any other current projects or initiatives at Xella that you'd like to highlight?
We recently launched a self-service customer portal in December 2023, empowering our customers with seamless access to support and resources. This project reflects our ongoing commitment to enhancing user experience and digital accessibility. We will further progress it this year along with Group IT.

You had the opportunity to visit the Opportunity Center in Valaská (Slovakia) a project that is supported via Habitat for Humanity. Along with other supporters, Xella  financed the renovation of the Center's laundry room and canteen and donated Ytong for this purpose.
The visit of the HfH project was a profound experience. The positive impact of the Opportunity Center on local employment and community well-being reaffirmed the importance of supporting this work. The laundry provides employment opportunities for around 40 people in need. Meeting the people who work there gives you a real-life experience. This project is incredibly valuable, and I encourage everyone to support it.
 
What do you do when you are not thinking about customers?
In my spare time I enjoy spending time with my family. We have two kids and love outdoor activities like biking and hiking. Another passion of mine is gardening. Three years ago, we bought a house with a garden, and I wouldn't trade it for anything. It's rewarding to watch things grow and to teach our children about nature.