At the beginning of April, Brother is reorganising its management structure in the CEE region. Piotr Baca, previously Country Manager for Poland and Ukraine, takes on the newly created role of Managing Director CEE. The new role of Country Manager for both markets is being taken over by Krzysztof Mertowski, announced Piotr Baca on LinkedIn.
Baca’s promotion is the culmination of his 20-year career within Brother’s structures. For the past years, he has been responsible for business development in Poland and, from 2023, also in Ukraine. In his new role, he is to coordinate operational and strategic activities across a broader geographic footprint that includes the company’s key markets in Central and Eastern Europe.
Shifting emphasis
Increasing operational complexity, changing distribution models and the need for greater flexibility in responding to local challenges are prompting companies to redefine their management structures.
CEE is a region with great potential, but also diverse market dynamics. Poland remains one of Brother’s strongest sales links in Europe, while Ukraine – despite the war – still maintains a functioning sales channel and business customers continue to invest in certain hardware categories, especially mobile printing and scanning solutions.
Two decades in a market that has transformed itself
Baca started working at Brother Polska in 2005 as a sales representative. Since then, he has progressed through all levels of sales and partner channel management. As Country Manager, he was responsible for the strategy and results of the Polish branch for 15 years.
Despite the change in position, Brother’s direction in the region remains unchanged. The company is maintaining its course towards supporting the partner channel, investing in the development of its SME offering and developing managed print services (MPS). Mobile and hybrid equipment usage scenarios are also growing in importance, forcing an adaptation of both the product offering and support model.
The new Managing Director also faces the challenge of effectively managing a dispersed team and ensuring strategic consistency across countries with different levels of market maturity and economic contexts.
