Strategic journey at Lindström – Ivona Vyhnálková
Ivona Vyhnálková joined Lindström in 2016 and, as of January 2025, is the acting strategic marketing business development director for Western and Central Europe, a key member of the regional leadership team. Vyhnálková started as a project manager focusing on innovation and later became the head of Sales and Customer Engagement. She was drawn to Lindström because of the job description and the company’s presentation online and offline. That, in addition to the passionate hiring team, including the vice president and HR managers, inspired her to pursue the role. For Vyhnálková, Lindström represents more than just a service delivery; it offers a comprehensive experience from operational to executive levels.
Communication as a key factor in success
Vyhnálková believes effective communication to be a key driver of success. It’s not only about hitting metrics but tangible outcomes and ensuring active engagement from all team members. Vyhnálková makes sure the company’s operations align with the new strategy, by collaborating with teams across countries to drive success, innovation, and change together. She strives to be approachable to her team, encouraging them to ask questions, provide feedback, and grow both professionally and personally. Lindström values its people and offers opportunities to grow from operational to leadership roles.
Strategy 2030
As part of Vyhnálková’s role in the new strategy, she wants to ensure that the countries under her leadership collaborate effectively, drive growth and work toward the 2030 target. Target. For her team, it all begins with exceptional marketing focused on building a robust digital and brand presence that aligns with long-term sales and account management goals. She will lead the rollout of new strategies and initiatives, including introducing roles such as sales trainers and data analysts, to propel the company forward as her team expands.
As a manager, Vyhnálková is also responsible for promoting collaboration within the teams. She works to bring insights, break down silos, and implement the best ways of working, ensuring they’re deployed across regions to help teams reach their goals. Her focus is on developing processes and procedures that directly impact customers, improve workflows, and ensure the best possible outcomes for those we serve. Above all, when it comes to the new strategy, clear communication is key. Vyhnálková believes in openly sharing updates, discussing progress, and ensuring everyone is aligned in achieving our goals—whether at the national, regional, or global level.
Everyone contributes to shaping the strategy
With the new strategy underway, the core values remain the same, and the company is not making a drastic shift. The strategy was developed together with line managers, who are now responsible for communicating it to their teams. Vyhnálková says that essential insights from the previous successful strategy are being applied to the current one. While doubling net sales is an ambitious target, Vyhnálková emphasises that it sends a strong message about the importance of growth at Lindström, promoting collaboration and unity within the company.
Who: Ivona Vyhnálková
Role at Lindström: Strategic Marketing Business Development Director for Western and Central Europe
Location: Czech Republic
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