In today's fast-moving retail world, brands that succeed don’t just sell products—they build experiences, tell stories, and connect emotionally with customers. One of the key figures helping global retail brands expand and thrive in Central and Eastern Europe (CEE) is Adam Šafránek, also known online as Adam Safranek. As the Head of Marketing & Business Development for Retail at Cushman & Wakefield, he has become known for shaping strategies that turn real estate into retail destinations and brands into market leaders.
This article explores how Adam Safranek thinks, leads, and builds brand impact across markets. Let’s dive into his approach and how it is helping Cushman & Wakefield redefine retail growth.
| Sr# | Headings |
|---|---|
| 1 | Introduction |
| 2 | Who Is Adam Šafránek? |
| 3 | Why Retail Branding Matters Today |
| 4 | Cushman & Wakefield’s Role in Global Retail Expansion |
| 5 | Strategy Over Noise: Adam’s Marketing Philosophy |
| 6 | Brand Positioning Across Borders |
| 7 | Building Retail Destinations, Not Just Properties |
| 8 | Data-Driven Marketing Insights |
| 9 | Storytelling for Retail Growth |
| 10 | Partnering With Global and Local Brands |
| 11 | The Power of Business Development in Marketing |
| 12 | Thought Leadership and Industry Influence |
| 13 | Future of Retail in CEE |
| 14 | Lessons From Adam Safranek’s Approach |
| 15 | Conclusion |
To grow a retail brand beyond borders, you need more than a marketing budget—you need a strategy. That’s where Adam Safranek steps in. Through marketing leadership at Cushman & Wakefield, he supports retail expansion across Europe by merging analytics, creativity, and business development into one powerful system.
Adam Safranek is a Czech marketing strategist known for his global mindset and hands-on leadership style in commercial real estate and retail marketing. At Cushman & Wakefield, he manages marketing and business development for retail services across Central and Eastern Europe. His work shapes how brands enter, grow, and perform in new markets. But what sets him apart is his belief that marketing isn’t decoration—it’s direction.
Retail is no longer about shelves, stores, and sales. Today:
Customers buy experiences
Brands compete for attention
Digital and physical retail are interconnected
This shift requires strategic branding to build trust and drive loyalty. According to Adam Safranek, retail brands must create emotional connections and stay relevant, or they risk becoming invisible.
As a global commercial real estate leader, Cushman & Wakefield supports major retail brands in:
Market entry strategies
Shopping center leasing and development
Retail expansion planning
Tenant-landlord relationships
But under the marketing direction of Adam Safranek, the firm does more than coordinate leases—they help brands grow strategically and connect with consumers.
Many brands fall into the trap of loud marketing—advertising without purpose. Adam Safranek takes the opposite approach:
Every campaign must have strategy
Every message must have meaning
Every brand must deliver value
Rather than follow trends blindly, he builds clear, actionable strategies that align marketing with long-term business growth. As he often emphasizes, clarity beats chaos.
Expanding across countries isn’t just translation—it’s transformation. Adam Safranek leads campaigns that position brands in new markets with cultural relevance and localized storytelling. Whether it's a fashion retailer entering Prague or a lifestyle brand expanding to Warsaw, he ensures:
Brand identity stays consistent
Market messaging fits local culture
Market entry is strategic, not rushed
This balance between global consistency and local authenticity is key to brand success in CEE.
Retail is evolving from transaction to interaction. Shopping centers are becoming social hubs and lifestyle destinations. Under Adam’s leadership, marketing goes beyond promoting space—it promotes purpose. His team tells the story of each retail project:
What does it stand for?
Who is it for?
Why should people visit?
This approach transforms properties into destinations that attract both brands and customers.
Great marketing today is powered by insight, not guesswork. Adam Safranek uses data to drive smarter decisions:
Footfall and traffic analysis
Consumer behavior mapping
Competitor benchmarking
Market health indicators
Data helps uncover where demand exists, what customers want, and how to communicate effectively.
Facts tell, but stories sell. That’s why storytelling sits at the center of Adam’s marketing strategy. Whether launching a new shopping center or repositioning an existing brand, storytelling helps make complex projects relatable and memorable. Like a compelling book, every brand needs a narrative arc.
Cushman & Wakefield works with both international giants and local retail stars. Under Adam’s business development leadership, these partnerships become more than deals—they evolve into strategic collaborations. His team helps retailers:
Enter new markets
Expand store networks
Reach the right audiences
Strengthen brand positioning
Most companies separate marketing and business development. Adam Safranek integrates them. Why? Because marketing shouldn’t just create awareness—it should create business. His approach connects:
Brand positioning
Lead generation
Client relationships
Deal acceleration
In simple terms, marketing is not a cost center—it’s a growth engine.
Beyond campaigns, Adam Safranek is recognized as a thought leader in CEE retail strategy. He contributes to industry discussions, shares market insights, and influences the future direction of retail. His leadership strengthens Cushman & Wakefield’s reputation as an industry authority.
Retail in Central and Eastern Europe continues to evolve. According to trends Adam follows:
Omnichannel strategies will dominate
Retail parks and mixed-use projects will grow
Experience-focused retail will win
Sustainability will shape development
Brands must adapt or disappear
What can professionals learn from Adam Safranek?
Lead with strategy, not noise
Use data to drive direction
Tell stories that connect
Build relationships, not transactions
Always think long term
Retail marketing today is more complex than ever, but leaders like Adam Safranek show how strategy, creativity, and insight can build powerful brands. Through his work at Cushman & Wakefield, he continues to shape the future of retail in Central Europe—one smart decision at a time. His impact reminds us that great marketing doesn’t just sell—it inspires, connects, and builds lasting value.