Marketing & Digital Leader — Prague

Tomas Tencer

I build marketing systems that generate compounding returns — combining brand discipline, data infrastructure, and growth experimentation. 20+ years across B2B SaaS, banking, and telco.

↓ Let's talk ↗ LinkedIn

20+

Years in marketing & digital leadership

10+

Years in senior leadership roles

10×+

Growth in new paid users at Slido

Industries: SaaS · Banking · Telco

Career track

Cisco · Slido · Tatra banka · Raiffeisen · Orange · T-Mobile

02 — Track record

Three chapters. One pattern: measurable impact, at scale.

Slido / Cisco

Marketing Director

Apr 2019 — Jun 2025

10×+

Growth in new paid users — from near-zero online sales to digital channel generating 50%+ of revenues

Unprompted brand awareness in US Q&A/polling category — maintained consistently across all tracked waves

NPS 54

Among active organizer/presenter users — category-leading

Joined when marketing didn't exist. Built the function from scratch — analytics, brand, thought leadership, and growth teams. Led through COVID pivot, rebrand from sli.do → slido, product launches and go-to-market strategy, Cisco acquisition, and global expansion.

Owned end-to-end online sales funnel: pricing architecture, payment infrastructure, conversion interface. Led 4 teams: Brand, Thought Leadership, Analytics, Growth.

Brand Growth Pricing Analytics GTM Acquisition Exponea

Tatra banka / Raiffeisen

Director, Communication & Brand + Head of Digital Sales

May 2017 — Feb 2019

~50%

Media spend cut with no detectable impact on target group — enabled by brand efficiency

+20%

Communication KPIs improved after brand refresh

Relevant set among people considering opening an account (income 900€+) — after sustained decline

Led four teams: Brand & Communication (Tatra banka), Marketing (Raiffeisen), Digital Marketing, and Digital Sales (founded 0→1). Brand refresh improved majority of tracked KPIs. Implemented Exponea (Bloomreach) CDP.

Campaign concepts selected through qualitative + quantitative research — not gut feel. Face Biometry campaign achieved highest spontaneous message identification in Go4insight Banking ATS tracker (Q3/Q4 2018).

Brand Digital Sales GTM Exponea NeedScope Research

Orange Slovakia / Group

Product Manager → Project Manager → Head of Digital Marketing

Oct 2005 — Jul 2017

+15%

ROAS improvement across omni-channel retail

+10%

Average contract value improvement

~200

Employees impacted by call-centre relocation (Bratislava → Banská Bystrica) — led end-to-end

Progressed from Product Manager through Project Manager (PRINCE2 certified) to Head of Digital Marketing across 12 years. Led complex infrastructure projects — call-centre relocation including building construction, technology, hiring, onboarding, and mass redundancies.

Integrated campaign management system — backbone of data-driven marketing. Team owned mobile apps, e-shop web, and full eCare platform. Launched multiple new products and led go-to-market strategy throughout. First exposure to Exponea and NeedScope. 12 years in French corporate culture at Orange Group.

PRINCE2 GTM Digital Marketing Mobile & eCare NeedScope 12 yrs French Corp

03 — The work itself

Two campaigns. Different briefs, same rigour.

Slido — Brand Campaign

Meeting Zombies

A pure brand play — not a performance funnel. Snap Camera filter turning disengaged meeting participants into zombies. The naming ("meeting zombies") became the category language; Slido positioned as the cure. Selectively targeted at B2B hubs in the US.

Unprompted US awareness

+60%

Brand awareness lift in target audience

Meeting Zombies campaign — four remote workers in zombie-like states

▶ Watch the campaign

Tatra banka — Brand Campaign

Face Biometry

Concept selected through qualitative research validated quantitatively — avoided deploying an ineffective creative. Eye + dynamic music for attention in cluttered ad blocks, aligned with the bank's dynamic positioning. TV negotiated to air every other week — strong creative meant audiences didn't notice the fortnightly gaps, effectively doubling campaign duration for the same budget.

65%

Spontaneous message ID — above upper quartile (54)

91%

Correct brand attribution vs market mean 79%

2×

Campaign duration for same budget

▶ Watch the campaign

03b — Brand measurement

Slido brand tracker. US market, independent research.

I introduced brand measurement at Slido. 500 US business people organising meetings with 10+ participants. Continuous tracking across multiple waves. Data below from Jun 2023 wave as an example. Source: independent research company commissioned by Slido.

Named Slido first unprompted — 4× higher than any competitor (Vevox 2%, all others ≤1%)

Consistent across all waves May 22 → Jun 23

83%

Of those aware of Slido rate it "great quality" — stable across all tracked waves

Jun 23 wave

81%

Agree "Slido is the Q&A/polling tool market leader" — sustained across full tracking period

Jun 23 wave

93%

Of users say they've "heard very good things about Slido" — highest point in tracking history

Jun 23 wave — significant increase vs Mar 23

04 — Under the hood

Pricing architecture. Systematic experimentation.

Pricing ownership — Slido

Online sales funnel, end-to-end

Owned the complete online sales funnel at Slido — pricing architecture, payment infrastructure, conversion interface, and purchase path. During COVID, repositioned subscription packaging: introduced lower-priced tiers (Engage / Professional) tailored to remote meeting use cases, replacing feature-heavy live-event plans that no longer matched buyer reality.

Ran systematic pricing experiments every 6–8 weeks. Differentiated price points across four regions — US, UK, EU, APAC — based on local market willingness-to-pay. The goal was paid user growth, not revenue maximisation. Revenue metrics served as a guardrail.

6–8 wks

Pricing experiment cadence

Regional price structures

10×+

New paid user growth

A/B experimentation programme

Web, purchase path, payment, product

Growth team ran continuous experiments across the full funnel — website, purchase path, payment flow, and in-product engagement. Target metrics: signups, conversion to purchase, product engagement. Below are selected results.

Winner

30-day money-back guarantee

50/50 split, phased regional rollout (APAC delayed due to abuse risk, introduced after evaluation). Test ran 1+ year before declaring winner. Steady-state result measured on annual data comparing guarantee vs. no-guarantee cohorts.

+20% revenue after refunds

Programme

Continuous funnel optimisation

Above-benchmark conversion rates at multiple funnel steps — signup, trial-to-paid, plan selection. Informed by hands-on UX research and hypothesis development.

Data infrastructure

ML-ready pipelines · Backend ad platform integrations · GDPR-compliant tracking

Built proprietary tracking infrastructure with backend integrations to advertising platforms — enabling granular full-funnel analytics while maintaining GDPR compliance. Hands-on with ML-ready data pipelines and programmatic strategy. Created the analytics function at Slido (analytics position → analytics team). Also implemented Exponea (Bloomreach) CDP across Tatra banka and Slido; first exposure at Orange.

05 — How I lead

A strategist who connects people, data, and direction.

I'm a believer in making leadership legible. CliftonStrengths, Hogan, and NeedScope aren't just frameworks — they're the vocabulary I use to build high-trust, high-performance teams.

Strategic

Pattern recognition in complex data. Quickly find the path through ambiguity.

Activator

Bias to action. Ideas mean nothing without execution — I move fast.

Individualization

I see people as individuals, not roles. Builds trust quickly in new teams.

Communication

Complex ideas, clear language. In the room and on a page.

Futuristic

Comfortable with uncertainty. Energised by building what doesn't exist yet.

Hogan Assessment — selected highlights

Sociability 97th percentile

Interpersonal sensitivity High

Ambition High

Learning approach High

StandOut Profile (Marcus Buckingham)

Provider–Connector. Instinctively pulls people together and creates the conditions for others to thrive. Not the loudest voice, but often the most connective one.

NeedScope (Kantar/TNS)

Active practitioner across Orange (caregiver/brown), Tatra banka (structured blue, premium), and Slido (brown-blue boundary — "silent hero" positioning). Used NeedScope to set and validate brand emotional territory, not just describe it.

PRINCE2 Foundation & Practitioner Nielsen Norman UX — Management Scotwork Negotiation

06 — Where I thrive

The conditions where I do my best work.

/01

Trust-based cultures Freedom & Responsibility is not a tagline — it's how I operate. I helped implement the Netflix F&R model at Slido and I've never worked well in cultures where control substitutes for trust.

/02

Data with a point of view I'm obsessive about measurement, but I don't hide behind numbers. Data informs decisions — it doesn't replace them. I know the difference between correlation and causation, and I say so.

/03

Marketing that earns its place I've never been comfortable with marketing that can't be measured. Brand and performance aren't opposites — they're a system. One without the other eventually fails.

/04

Fast, curious, hands-on Equally at home setting strategy in the boardroom and editing copy at midnight. Not because I have to be — because I want to understand what's actually happening.

Tomas Tencer

Three chapters. One pattern: measurable impact, at scale.

Two campaigns. Different briefs, same rigour.

Slido brand tracker. US market, independent research.

Pricing architecture. Systematic experimentation.

A strategist who connects people, data, and direction.

The conditions where I do my best work.

Available now. Based in Prague. Built for the next chapter.