MANUVIA a.s., an international HR company with operations in Central and Eastern Europe, faced the threat of major financial problems in 2021. A demotivated team, dysfunctional marketing and an outdated business model were just some of the problems the company faced. How did Peter Kleiner, then Chief Marketing Officer, manage to turn the situation around? What steps did he take to make MANUVIA a strong player in the market again?
When a company is on the brink
“When I joined MANUVIA, it was clear that the situation was critical. The company was facing a serious financial problem, employees had lost motivation and trust in management, and the business model was no longer working. It was necessary to act quickly and efficiently,” says Petr Kleiner, then Chief Marketing Officer, of his beginnings at the company. The company faced both a financial crisis that limited investment, but also a negative perception of the brand in the market. The war in Ukraine intervened, depriving the company of key manpower resources.
Recovery strategies: Analysis, Digitisation, Transparency
A detailed analysis of the current state of finances, marketing and internal processes was required before major measures could be taken. Based on the findings, three main priorities were identified:
- Modernization of the brand and their values
- Marketing revitalization – website redesign and implementation of a data-driven approach, including advanced tracking and A/B testing of campaigns. Clear KPIs were introduced to better measure the effectiveness of individual activities.
- Strengthening internal communication – this was improved through regular stand-up meetings and shared dashboards, which helped increase employee engagement and motivation.
“We knew that without the trust of our employees and clients, the company would not move forward. That’s why we relied on open communication and clear data. Everyone needed to know where we were going and what steps we were taking,” Kleiner adds.
Crisis as an opportunity for growth
In response to the geopolitical situation, a crisis team was formed to look for new business opportunities in other markets. At the same time, an initiative was launched to support Ukrainian refugees, which not only helped people in need but also strengthened MANUVIA’s reputation. Active communication with key clients was also part of the solution, which led to renewed trust and strengthened business relationships.
Results and benefits
Despite the turbulent conditions, the measures put in place have yielded significant results. MANUVIA was able to reduce its debts by tens of millions of crowns in one year, while website conversions increased by 50% and the cost of acquiring new leads halved. Confidence in the brand was restored, resulting in the acquisition of five major corporate clients and an expansion of business activities. Turnover figures increased by a staggering almost 80%.
Conclusion and inspiration
The story of MANUVIA shows that even a seemingly hopeless situation can bring new opportunities – when a well-thought-out strategy and an experienced team come together. Every change brings with it the potential for growth. Maybe you’re dealing with something similar. We’d be happy to discuss it with you and find a solution together.