Marketing & product leadership for spa-focused travel agency
Hotely Mariánské Lázně
A Czech travel agency specializing in spa stays for German-speaking guests. I led both the marketing and product/digital transformation efforts — helping the company improve customer acquisition, streamline internal operations, and implement scalable systems to support long-term growth.
Website
Client
Hotely Mariánské Lázně s.r.o.
The Challenge
The company needed to strengthen its online presence to reach German-speaking clients more effectively while modernizing its internal systems to reduce manual work and improve performance across marketing and sales. Both the customer-facing website and internal tools were due for a major upgrade.
Marketing Strategy
How I helped attract and convert more clients
As Marketing Manager, I created and executed a full-funnel strategy focused on the DACH market — from content and SEO to email and visual branding.
Performance-focused campaigns
Managed SEO, PR, linkbuilding, email marketing, and campaign planning with internal and external teams.
Website redesign for UX & conversion
Led a full redesign of the agency website to better serve international users and drive more direct bookings.
Analytics & reporting for leadership
Set up and maintained Google Analytics tracking, performance reports, and strategic insights for the owner.
Modernized marketing toolkit
Evaluated and introduced new tools to streamline campaign management and guest communication.
Digital Product Lead
How I helped streamline systems and scale operations
As Product Manager, I led the company’s internal digital transformation. From CRM to website infrastructure, I helped the business simplify and automate critical workflows.
Product & IT team leadership
Managed a small in-house team and defined the digital roadmap based on cost/benefit prioritization.
Sales tech upgrades
Deployed Daktela, SMS platform, and payment gateways to boost team efficiency.
Multilingual web management
Maintained and improved 3-language websites and microsites, including CMS migration and Figma-based UI improvements.
Full CRM implementation
Integrated and rolled out a CRM system managing tens of thousands of records — from onboarding to dashboards and automation.
Sales process automation
Launched a PDF quote generator that saved ~600+ hours/year and sped up customer response times.
Workflow optimization
Analyzed and improved internal processes using feedback loops and automation tools.
The Result
With a stronger digital presence and better tools in place, the agency was able to serve more customers more efficiently. Client acquisition improved in the German market, sales operations became more scalable, and the team could focus more on service than manual admin. The CRM and automation tools now support both growth and continuity.
