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As Senior Marketing Manager at the prestigious PGA National Czech Republic Oaks Prague, you hold a truly unique position in the Czech golf scene. What career path led you here?
My first exposure to golf came during my corporate banking days, where I handled corporate financing. Golf was one of the client activities we organized. Even then, I noticed how effectively business discussions transformed when moved from boardrooms to the fairway—conversations became more open and less formal. That’s when golf became part of my life. Later, I joined an international development company, which led me to Oaks. My journey here began over six years ago on the residential project’s marketing team—a perfect starting point, because two years later, I took charge of cross-selling and integrating the residential and golf divisions. Those early experiences proved invaluable.
Under your leadership, the course has earned prestigious accolades, including a spot among Continental Europe’s Top 100 Golf Courses. Which strategies were key to building this global reputation?
First, no marketing strategy—no matter how brilliant—works without an exceptional product. I’m fortunate to market a course that’s truly special. Our awards reflect the entire team’s effort to deliver unforgettable experiences. When golfers recommend us and return, that’s our best marketing. Of course, our partnerships with global brands like Troon and PGA amplify our reach, as does attending major golf trade shows. Meeting travel agencies in person to showcase the course always delivers the best results.
Premium brands require distinct marketing approaches. How do your tactics differ from conventional strategies?
Everything revolves around the experience. Our services paired with course quality are our strongest marketing tools—every detail, from arrival to departure, must be flawless. You’ll find minimal advertising here; architect Kyle Phillips prioritized authenticity, which I admire. Effective premium marketing shouldn’t feel salesy. It should spark curiosity and prestige. Quality always outweighs quantity.
Walk us through a typical workday.
Mornings start with urgent emails, digital platform checks, and member communications while identifying potential club partners. Afternoons mean clubhouse meetings—with journalists on press trips, travel agencies, or members (their feedback is gold). Weekly, I strategize with Troon and PGA on international promotion. Some days begin at 4 AM for sunrise photo shoots—no two days are alike, which I love.
How do you balance strategic planning with daily operations?
Wearing both marketing and sales hats means juggling social media, PR, partner acquisition, tournament promotions, and global outreach—including ambassador programs. Prioritization is everything.
Your role demands intense commitment. How do you maintain work-life balance?
It’s a universal challenge. As I’ve grown older, I’ve learned harmony is non-negotiable. Being a lifelong athlete, I recharge through sports. Travel and friends keep me inspired.
Last year’s D+D REAL Czech Masters was a milestone. What marketing challenges did this international event present?
Hosting our first DP World Tour event was unforgettable. Months of planning required a full course closure, but partners helped us create a members’ zone to preserve the tournament vibe. Scheduling golf legends for marketing activations was tricky, but our team produced fantastic daily video content. As I always say: It’s about people and teamwork. The global broadcast skyrocketed our visibility, boosting international golf tourism and sponsor interest.
You’ve successfully linked premium golf marketing with promoting Czechia as a golf destination. What’s next for the club and your career?
I’ll keep expanding our global travel agency network to solidify Czechia’s golf reputation. Locally, I want every visitor to leave awed—especially first-timers experiencing a course that hosts the Czech Masters and lives up to the Troon Standard. Golf and premium marketing energize me. I’ll always chase innovation and progress.
