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About me

Michal KrčmářCMO / Marketing Director

20 years of practice: Nintendo CEE, JIP východočeská (board), 24live, start-ups. 360° marketing, B2B and B2C.

My job is to help you spend your marketing budget smarter, not just more. Every number below is something I ran, not something I read in a case study.

Michal Krčmář, CMO and marketing director
Interim CMO

Five days that give your marketing a spine

I don't take long contracts. I come in for five days, name the real problem, build the strategy: and then stay on as a consultant while your own person runs it.

  1. 01

    Day 1-2: diagnosis

    Numbers, team, channels, competitors. I tell you where the money leaks and what is actually holding growth back. In plain language, in front of the owner.

  2. 02

    Day 3-4: strategy

    Budget, channel split between brand and performance, priorities for the next 12 months, and the metrics we judge it by.

  3. 03

    Day 5: plan and the role

    A written plan anyone can execute, plus the profile of the person who should own it day to day. I help you pick them.

  4. 04

    Afterwards: consulting

    You hire a junior for the role and my consulting hours are paid out of that same budget. Senior leadership at the cost of a junior salary.

What you get out of it

  • No agency retainer and no senior salary on the payroll
  • A strategy you own, in writing, not in a slide deck
  • Someone in-house who grows into the role instead of a supplier you depend on
  • Twenty years of marketing: including heavily regulated industries
Ask about interim

Write me one paragraph about your company and I'll tell you straight whether interim is the right fit.

In numbers

+480%
growth of the fBET start-up

as interim CMO

+40%
marketing team efficiency

automation and AI, JIP východočeská

+34%
year-on-year revenue growth

after a rebrand, Schools United

+20%
average annual revenue growth

7 years in a row in a regulated market, Rebuy Stars

Selected projects

Challenge → what I did → result. No fluff.

Nintendo CEE

Gaming, 4 markets
Challenge
Running marketing for Czechia, Slovakia, Poland and Hungary at once, with a team of 14 and budgets scattered across Prague agencies.
What I did
I unified planning across markets and replaced Prague agencies with local Polish ones that understand the customer and the media there.
Result
A stronger number-one position in Poland and cheaper, faster campaigns in all four countries.

forBET → fBET

Regulated market, interim CMO
Challenge
A full rebrand while separating from the Polish owner: in an industry where law heavily restricts paid advertising.
What I did
I built growth on channels regulation doesn't close: affiliate partnerships and CRM work with the existing database instead of media buying.
Result
+480% growth.

24live

Sports data, B2B → B2C, global markets
Challenge
A score and stats platform built for B2B partners needed to break through to fans in the US. The market is crowded and the competition is giant sports apps.
What I did
I shifted the strategy from B2B to B2C, focused the product on US sports: NFL including lower leagues, NBA, MLB and NHL. I tested South Africa, India (where we gained dominance in cricket data), Indonesia, then went after the US and Canada. I built a subscription model with Stripe and ran the whole strategy with data.
Result
530% growth, 25,388 new Android users, 6,174 iOS downloads, 21.4K impressions and strong traction in the US and Canada. I handed over the web and app at an ideal take-off point.

JIP východočeská

Distribution, CZK 25bn revenue, 2,500 people
Challenge
A traditional distributor with print-only marketing and no data on what actually worked.
What I did
I led the digital transformation of marketing, reorganised the team and introduced data-driven decisions. I designed an industry trade fair concept.
Result
A fair for more than 15,000 visitors and a team 40% more efficient thanks to automation and AI.

Brand & Lifestyle

Brands, PR, premium segment
Challenge
Brands that needed a face of their own and a reason to be remembered: from jewellery to a hockey club.
What I did
Lucy Diamonds: PR strategy. Palace Savarin Prague: premium entertainment concept. Schools United: full brand identity and e-shop. HC Sparta Prague: club brand identity, LG partnership and match production.
Result
+34% revenue for Schools United and match production for 17,000 spectators at Sparta.

Where I've worked

Brands and institutions I've done marketing for: from gaming to European institutions.

Nintendo CEE
Nintendo CEE

Marketing for Czechia, Slovakia, Poland and Hungary

Carrera
Carrera

Gaming brand marketing across Central Europe

HC Sparta Prague
HC Sparta Prague

Club brand identity and match production

European Parliament
European Parliament

Talk on AI in marketing, Brussels 2024

CzechTrade
CzechTrade

Lecturing on AI in marketing for companies going global

24live
24live

CMO, score & stats platform: B2B → B2C pivot, 530% growth in US/CAN

Next.io
Next.io

Commentary and analysis of the global iGaming business

Michal Krčmář in Miami wearing a 24live jersey

Regulated industries are my home turf

I spent years as a CMO in heavily regulated environments: iGaming, betting, finance. I know what you're allowed to say, where you can't buy ads, and how to grow anyway. If regulation ties your hands, that's where I'm most comfortable.

Speaking and teaching

European Parliament, Brussels (2024)

A talk on using AI in marketing.

Teaching supported by CzechTrade

AI in marketing processes: for companies expanding abroad.

The eMKRos framework (2023)

My own model for splitting a marketing budget between brand and performance and between acquisition and retention, by industry and company stage. It's the methodology behind the calculator on this site.

Selected talks and articles

I think out loud on LinkedIn. A selection of posts with real numbers or a take you won't hear elsewhere.

October 2025How a regulated market really behaves: my prediction, reviewedAffiliate brings most sign-ups but only a quarter of the revenue. Campaign acquisition and retention bring three quarters. Numbers from iGaming, where paid advertising is largely banned.November 2025Social media in decline: what marketing looks like in 2030How boomers, millennials, Gen Z and Gen Alpha behave on social: and why I plan around the shift before it shows up in the results.February 2026I turned a large company's brand identity 180 degreesWhy a radical brand shift is not about a new logo, but about whether it holds up across logistics, retail and food service.
All posts on LinkedIn

Current projects

  • Don Marketer

    This site and the calculator: marketing know-how translated into the language of business owners.

  • MarTech & AdTech project

    Working with Karel Maroušek (karelmarousek.cz) on a new project. More soon.

Education and languages

  • MSc. Digital Marketing & Media Communication, UC San Diego
  • Mgr., Technical University of Liberec

Languages

Czech (native), English (professional), German, Swedish, Spanish (basics).

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