At Credit Suisse (CS), time was not on his side. Roman Reichelt, who joined the Swiss banking giant in August 2020 after more than nine years at Migros, showcased his communication skills primarily through the launch and marketing of the  CSX, as well as through numerous advertising campaigns, including those related to mortgage loans and retirement solutions. He received several awards for his ability to create an emotional connection to what are often considered «dry» financial products.

Other notable projects in his career include the launch of the CRM cooking club «Migusto,» the introduction of «Equal Pay» as a sponsor of both the men's and women's national football teams, and highlights from the creative sector, such as the cashier elf «Finn» in Migros' Christmas campaign.

New Challenge

However, even Reichelt couldn't stop the decline of CS. With the integration of the bank into UBS, it was clear by April 2023 that his position would be eliminated, as finews.com reported exclusively at the time. Reichelt then ensured a smooth transition to UBS before his departure; he officially remained with CS until the end of 2023. Since then, he has been consulting several companies on marketing strategies.

Roman Reichelt is now embracing a more prominent challenge. Starting September 16, 2024, Reichelt will join the Competec Group as Chief Marketing & Communications Officer (CMCO). In this role, he will report directly to CEO Stefan Fraude, marking a new chapter for the company’s executive management The marketing department will thus be newly represented in Competec Group’s executive management. Reichelt succeeds the former marketing director, Simon Thoma.

Initiated Transformation Process

Reichelt’s responsibilities will include making the recently initiated transformation processes of the group visible to the public, especially for Brack.ch, the largest independent Swiss online retailer for private and business customers, as well as for distributor Alltron, which supplies the specialist and retail trade.