22. May 2025

MarCom: support with a strategic vision

Two offices, one team

As Accolade gradually expands, so does the need for consistent and easily recognisable communication across all its activities. This has to cover all external communications so that the tone is consistent, the form is appropriate and the timing is right. This, in a nutshell, is the job of the marketing (or “MarCom”) team, which is part of the Prague and Warsaw offices.

 

Partners for business

From campaigns, events and branding, to websites and social media, interviews and articles in the media, events for a variety of audiences, internal and external newsletters, brochures, and company magazines, the MarCom team is in charge of all the channels that share a common purpose: to support the group’s business goals and create a strong, positive brand in all markets.

“Our role is not just to provide support, however. We are an equal partner to other departments. We aren’t just responsible for how Accolade is perceived, it’s our job to develop a comprehensive marketing plan and overall brand strategy. This has a direct impact on our business’s direction and results,” explains Eduard Piňos, CMO of Accolade. “As a team, we have been through a year full of changes and we face a number of challenges–from rapidly evolving technologies to increasingly fierce competition. I am convinced, though, that together we have managed to find stability and a clear direction that will enable us to keep pushing Accolade forwards,” he concludes.

New hires, new challenges

One key change in 2024 was the arrival of Eduard Piňos as Chief Marketing Officer (CMO). He brings with him more than 18 years’ experience in global marketing, and his main task at Accolade is to create a marketing framework emphasising international growth and business opportunities.

When I joined Accolade, I saw it as a dynamic leader with a vision for international growth. At the same time, I was aware that the industrial real estate sector is not traditionally associated with distinctive marketing. This presented a challenge for me: to create an environment where top-quality, strategically managed marketing integrates with a technical, stable and long-view industry. –Eduard Piňos, Accolade CMO

There were four other new additions to the department over the course of the year:

Alexandra Drozdová, who is leveraging her previous experience in PR agencies to take on the role of Marketing Manager responsible for external communication, public relations, selected events and content projects.

Joanna Niemirska, with more than 14 years’ experience in commercial real estate marketing, is Marketing Manager at the Warsaw office, responsible not only for Poland but also for the international agenda, and specialising in leasing marketing.

Mateusz Trybalski, also based in Warsaw, draws on his experience in internal B2B and digital marketing and, as Marketing Specialist, oversees projects in the fields of event management, merchandising, and audiovisual content.

Last but not least, Kristína Králiková has extensive experience in international communication and brand and digital marketing. This is her primary focus at Accolade and, as Digital Marketing Manager, she is responsible for all online platforms, tools and campaigns used by the group in its communication activities, as well as its social media.

The continued growth of the entire group places specific demands on consistent coordination and management across our markets, and marketing is no exception. I am convinced that strengthening our MarCom team will contribute to greater visibility of Accolade brands wherever we operate and enable us to communicate our vision and values even more effectively. –Lukáš Répal, Accolade COO

Stability on solid foundations

The new faces join our existing experienced team composed of:

Justyna Kwiek, Associate Director, who, in addition to managing all communication activities in Poland, oversees and designs in-house processes and takes care of team management.

Kamil Michálek, whose main specialisation in his role as Senior Marketing Manager is branding, including physical signage for all our parks and other projects, and sponsorship. Kamil is also the longest-serving member of the team, celebrating his fifth year at Accolade in January 2025.

Adam Čapek, who, as a Marketing Specialist in the Prague office, focuses on CRM, internal and external e-mailing, merchandising, website management and graphic design, including production.

 

“MarCom” is a contraction of the two words that encapsulate the team’s agenda. The team is responsible for both marketing activities and internal and external communication. The goal of all its activities is to raise the profile of the Accolade brand, but also to strengthen relationships with key groups: tenants, investors, partners, communities and other industry professionals.