“Empowering people: creating a culture of ownership and engagement”

Hi Hector, can you please share the story of how you joined Sunrise and what led you to your current role as Senior Director of Direct Retail? 

“I joined Sunrise in 2017 after leading the Apple retail team at the Zürich Flagship store. My time at Apple was incredibly enriching, but I was drawn to the dynamic, energetic, and almost start-up-like environment that Sunrise had at the time.

Initially, I took on the challenge of leading the internal and external customer retention teams within the Customer Service department. Together with the exceptional collaboration from Victor Toth’s base management team, we transformed the way we approached customer retention. It was a rewarding experience, and three years later, I had the opportunity to expand my responsibilities by leading both Telesales and Retention for Sunrise. These roles gave me a fantastic chance to refine my leadership skills and grow further in my career. 

Following the merger, I was entrusted with leading Direct Retail operations, a position I’ve held for the past two years. It’s been a fulfilling journey, and I’ve enjoyed helping steer our retail teams toward even greater success.”

As the Senior Director of Direct Retail, what does your day-to-day role involve?

“My role is two-fold. On one hand, I’m responsible for executing our customer acquisition strategy across our stores, ensuring we meet our commercial targets. On the other hand, I oversee a team of nearly 400 people spread across various regions, ensuring they are motivated, supported, and aligned with our vision.

When I’m not in strategic or budget-setting meetings, I make it a priority to stay connected with the people in my department. I spend time speaking with my team members, listening to their challenges, and gathering their honest feedback. I believe these conversations help us continuously improve the customer experience, while also fostering a collaborative and supportive culture.”

What has been the most significant moment in your journey at Sunrise so far? 

“There have been many memorable moments, but one that stands out is an important milestone we achieved in 2018 within the retention operations. Our performance exceeded expectations, and to our surprise, the CEO and other senior executives visited us to celebrate with the entire team. It wasn’t just about the achievement itself; it was the recognition from leadership that made a real impact on the team’s morale and sense of pride.

Another special moment for me was during the pandemic. Our CEO, André Krause, suggested doing something unique to boost team spirit, so I composed a song to capture the positive energy we were witnessing during that difficult time. It resonated with the teams, and it’s something people still bring up today. I’m glad I could contribute to keeping the team’s spirits high during such a challenging period.”

The retail landscape is constantly evolving. How do you stay ahead of trends, and what innovations are you most excited about implementing at Sunrise?

“The retail landscape is indeed changing rapidly. At Sunrise, we are proactively adapting by introducing new technologies and innovations. One of the most exciting developments is the rollout of our in-house sales tool, Orbit, which is powered by AI and machine learning. Orbit allows us to deliver more personalised customer experiences, which is becoming increasingly important.

Alongside this, our new Flex proposition is another exciting initiative that aligns perfectly with the modern customer’s need for flexibility. Both innovations are pivotal for us as we continue to enhance the customer experience in our retail operations.”

What steps do you take to foster a positive work environment in Sunrise’s stores, ensuring your team feels supported, motivated, and empowered to succeed?

“With close to 400 people across 100 stores, clear and consistent communication is critical. I regularly use our internal communication platform to share video updates where I outline our strategy, align the team with our collective vision, and provide updates on our progress. This transparency helps ensure everyone understands where we are headed and why.

In addition, I strongly believe in the power of physical presence. I make it a point to visit stores regularly to connect with the teams in person. These visits not only build relationships but also provide unfiltered feedback, which is invaluable.

I encourage my teams to share their ideas for improvement, and I’m proud that many of their suggestions have led to meaningful changes. For example, during one of my store visits, a team member proposed an improvement that I had him later discussing with the product manager, leading to an impactful solution. Empowering people at every level to contribute and share their insights creates a culture of ownership and engagement.

We’ve also involved our teams in developing sales pitches, which are filmed by our agents across Switzerland and shared with the entire team. By breaking down hierarchical barriers, I aim to create an open environment where everyone feels comfortable sharing their thoughts and contributing to our collective success.”

What legacy do you hope to leave at Sunrise, and what are your aspirations for the future?

“Throughout my career, I’ve had the privilege of working with a range of leaders, and each experience has shaped my own leadership philosophy. I’m deeply committed to creating a work environment where everyone feels empowered to grow, unleash their potential, and develop their unique talents. 

I strive to lead with a mindset that blends vulnerability with a focus on success, always aiming to bring out the best in others. My hope is that the legacy I leave at Sunrise is one of servant leadership—where the growth and development of people are always the top priority.

For the time being, I’m fully focused on the challenges and opportunities we face at Sunrise. My goal is to continue supporting my teams, helping them navigate through our current objectives, and ensuring that we build something lasting and impactful together.”