Petr has focused on creating and implementing data-oriented HR strategies in the service sector for the last 20 years. He built the employer branding division in the biggest Czech job portal provider, helped establish a new service center company in the Czech market, serving CEE, and for the last 6 years helps to change company culture and employee experience in Penny Market. Penny, with almost 400 stores, presents unique challenges in connecting with each employee and forming a unified employer brand. Combined with demanding work and a competitive market, data-based decisions are a must.