“At Lidl, we regularly gather feedback from all stakeholders to ensure that our communications reflect their needs and expectations,” says Marija Kojčić, Lidl Serbia’s Head of Corporate Communications
In this candid interview, Lidl’s Marija Kojčić shares her insights into the ways the company’s corporate communications department upholds the reputation of this large and influential brand. She also explains how Lidl Serbia engages with the market, contributes to the community and fosters cross-departmental collaboration, while embracing her personal dual role as a leader and team mentor – all while staying true to the company’s core values.
What are the key mechanisms driving Lidl’s success?
— Building and maintaining our reputation is grounded in consistent adherence to our corporate values and leadership principles, which include responsible resource management and respect for employees, consumers and business partners.
We aren’t focused exclusively on business goals, as social and environmental responsibility plays a pivotal role in maintaining our reputation. As a company that’s aware of its significant impact on the environment, corporate social responsibility is a key element of our operations.
We strive to ensure that our products and services are sustainable, that we contribute to the community and that we continuously improve relationships with all stakeholders through transparent communication.
How do you shape Lidl’s PR strategy?
— Creating a PR strategy requires a truly comprehensive approach that includes understanding our customers, market trends and competitors, while respecting the brand’s identity – its values, recognition and other elements. The key to our approach lies in transparency and authenticity in all our messages. This allows us to build a clear and consistent communication framework that reflects our values and mission. We aim to establish and maintain lasting, positive relationships with all relevant stakeholders.
Lidl is a large international company that has many employees, and your department collaborates with almost everyone across the company. What does that look like?
— At Lidl, cross-departmental collaboration is essential to efficient operations and is based on open communication and mutual respect. We encourage teamwork through joint projects and regular team meetings to align activities and share information.
The key to our approach lies in transparency and authenticity in all our messages. This allows us to build a clear and consistent communication framework that reflects our values and mission
We value everyone’s input, which serves as a significant motivator for active employee engagement. From a team leader’s perspective, I believe it’s our responsibility to share information, foster team spirit and encourage collaboration.
We like to say that one “we” is stronger than many “I” – we can solve any problem and achieve every goal together.
What inspires you in your work and how do you stay motivated in such a dynamic environment?
— The role of a leader in corporate communications is never monotonous – every day brings new challenges and learning and growth opportunities, which keeps me highly motivated and inspired.
I have the privilege of working with an outstanding communications team, comprising talented and successful colleagues. Teamwork and dedication enable us to grow professionally, while paving the best path forward for the company.
A dynamic environment fuels our creativity, while analytical thinking and result-oriented goals drive the success of our projects and the company’s overall reputation. This synergy between the team and a productive work environment ensures that our corporate communications are exceptionally effective.
I firmly believe that my personal and professional growth stems largely from the fact that I have the continuous opportunity to develop and “grow” within the company and alongside a team that shares essential values and responsible business practices.
I truly enjoy every new workday and professional challenge.