Igor Toth

Leading UPC Broadband Slovakia through the post-merger integration with O2 Slovakia while serving as CEO of both organizations. Focused on strategic alignment, synergy delivery, organizational integration, and improving customer experience while building a converged fixed-mobile operator with long-term growth ambitions.

• CEO of O2 Slovakia, a Forbes TOP 50 company, leading €350m+ business with 800+ colleagues, focused on long-term value creation and disciplined execution. - Delivered strong growth between 2021-2025: revenues increased from €291M to €379M (+30%), alongside expansion of the mobile base from 2.23M to 2.45M+ active SIMs - achieving #1 market position in total active SIMs in 2025. - Successfully completed a large-scale network sharing transformation, materially improving both cost efficiency and network performance; subsequently recognized with the best network quality award in 2025. - Led end-to-end digital and agile transformation, fundamentally reshaping operating model, customer journeys, and speed of execution. - Embedded a customer-centric value creation mindset, translating into simple, transparent propositions and measurable improvements in experience. - Fostered a performance culture combining accountability, innovation, and empowerment - enabling teams to consistently deliver against ambitious targets.

As CMO of O2 Slovakia, I co-founded and launched a new digital-first telecom brand built from scratch to serve a growing segment of digitally native customers. Inspired by the transformation brought by companies like Revolut, we reimagined the mobile experience around seamless digital onboarding, self-service, and simplicity. Today, Radosť (Joy) continues to serve a growing base of subscribers and stands as a successful example of how established companies can innovate with a startup mindset.

Marketing academy in Slovakia and the Czech Republic, which offers a comprehensive and intensive study of marketing, communication and advertising.

Promoted to the Board to run Marketing for O2 Slovakia with full P&L accountability for both Consumer and SOHO/SME segment (250m+ EUR revenue from a base of 2m customers and marketing budget responsibility). Leading a multi-skilled team who manage the Proposition/Product portfolio including Pricing, Commercial strategy, Brand strategy, Marketing communication, Customer value management, Customer experience and Business intelligence. Leading team of 40+ people.

• Ownership of the P&L in the consumer segment including business partnerships covering gross additions, market share, and revenue per customer including data adoption, churn management and smartphone penetration - Ownership of the data monetisation plans and content deals to drive adoption and usage, driving our digital strategy - Creation, development and deployment of the propositions (end-to-end including customer experience definition) for the complete customer lifecycle (acquisition, in life management, loyalty and retention) - Joint ownership of the customer satisfaction targets with the rest of marketing - Working with Brand to define our strategy for new and existing customers - Ownership of the planning process for marketing activities and making sure that the Marketing Plan is understood at all levels of the organisation - Managing market & competition analysis in order to understand customer behaviour, competitor strategies/propositions and appropriately adjust company´s marketing activities - Leadership and development of marketing managers to create a high-performing commercial marketing function

Graduate Course: Consumer Behaviour The aim of the course is to enable students to identify the major theories of consumer behaviour, and to develop understanding of critical issues in managing consumer behaviour. Course combines theoretical framework with a real-world application and is intended to equip students to apply psychological theories to business situations.

Marketing manager - Loyalty & Retention (March 2013 - September 2013) - manage the customer loyalty and retention programs through strategic proposition planning, product/project management, development and implementation - identify opportunities and implement initiatives to increase loyalty, maximize revenue and minimize churn among existing customer base - work with campaign management team and cross-functional teams to deliver retention campaigns and ensure that they are aligned across all channels - lead and develop Loyalty & Retention team Marketing manager - Acquisition (April 2012 - February 2013) - create, develop and deploy the roadmap of strategic and tactical activities and propositions to deliver key targets • own the Gross Adds target by channel including smartphone penetration, new customer ARPU and data adoption - understand the customer behavior, define customer experience impact related to marketing product and ensure that communication is in accordance with overall strategy - lead and develop Acquisition team

• managing market research activities and developing strong consumer insights through market research studies and providing marketing department and top management with required information - act as a competence centre for primary and secondary market research - managing interaction with external market research agencies for conducting various quantitative and qualitative market research studies

• gathering a wide array of data, plans, risks and issues and providing insights and reports on the key non-financial metrics - working with colleagues across the different European businesses to share best practice, share data and help define measures - working on the production of executive level reports to bring the key insights to life

• managing international and local research projects in Slovakia (customer satisfaction and loyalty studies, brand image studies, usage and attitude studies, pricing research, market segmentation) - managing interaction with external market research agencies and providing marketing department with required information - responsible for competitive intelligence monitoring – project set up and management