We won the award for Employer Branding Strategy at the Irish HR Champion Awards 2022

Last night was a very special night for Retail inMotion’s People Success Team.
It’s been quite a tough few years for us.

We have been striving to provide a baseline of warmth and emotional strength whilst our colleagues are battling uncertainty, loneliness, burnout, and many major family issues.

We have been learning and trying to support the business to provide a response to a whole host of new terms that don’t seem to have existed two years ago:
- Zoom fatigue
- Decision overwhelm
- Cognitive dissonance
- Burnout
- The great resignation
- Hybrid working
- Etc

People hope that their HR Team hold the magic wand that will make their pain go away, yet our own HR Teams have been struggling under a huge mental load.

Therefore, I secretly entered a few of the Irish HR Champion Awards, without telling my team, in the hope that if we were shortlisted, we could have a great night out and an opportunity to soak up the positive stories in a room full of likeminded people – soul food.

I was not prepared for a win, no speech written! I’ve since seen the video of what I said and its not as bad as I had originally thought, but for someone who gives out my appreciation to my colleagues all day every day, thank you ‘s were sadly lacking.

We began our employer branding adventure because we had a huge recruitment ask and no one knew who we were. We also had no budget – not a bit. What we did have was a bunch of in-house storytellers.

Firstly – a huge thank you to all my bosses and peers in RiM who allow me to do my thing with our employer branding. It’s always been a safe place to play with concepts.

Secondly – our HR Team (People Success) are a bunch of passionate, credible professionals who implement ruthlessly. When we decide anything to do with Branding and candidate experience the consistency from my team brings the concept to another level. They understand what I want to achieve and then contribute and implement the story I am trying to tell.

Next , I live for the collaboration with our Graphic Design Team. We dream big. In that team I include the most amazing videographer, Steve McKenna. I tell him the emotion I want people to feel when they see our content and he delivers beyond my expectations every time.

Finally (I think) We are now a grownup company and with that status we have a Communications Specialist. Gabriela Micu-Motroc and I collaborate in a very special way. We both love telling true stories in an engaging and entertaining way. We unblock each other’s creativity and I leave every meeting with Gabi feeling inspired.


To Donna and the sponsors – thank you. You created a wonderfully warm space last night. As I keep saying – awards like these are not a vanity project. They are an opportunity to recognise what we can influence in a world of change. They are an opportunity to celebrate our amazing teams.

They are to remind ourselves that we are good people doing good things. We are also good people doing hard things, it’s easier to do hard things when you remember that you are good people doing good things.

I speak at conferences about our Employer Branding journey, calling it “Zero to Hero”, creating a brand that’s authentic but one that people fall in love with as soon as they touch it. That Journey reached its peak last night with this award.

Here’s to doing more good things together.

Tomasz Adamczak

Tomasz Adamczak


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Chief Customer Officer

I am an innovative customer centric leader, passionate about people, quality, and the customer. I love that I am empowered here at Retail InMotion to lead our teams to deliver value to the customer. We use our global market expertise and insights to make a difference by driving out impactful innovative solutions. My focus is to partner with our people and customers to drive out and deliver a best-in-class customer experience, the opportunity to lead and transform that experience is what excites me on a day to day basis.

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There is never a dull day working at Retail inMotion, our industry is in a rapid transformation which means the pace is fast and often complex but what I love most about facing these challenges is the people I get to work with every day. Our people are diverse and multicultural and this inevitably creates teams where new ideas and solutions are created – leading these teams is the most rewarding experience.

Laura Rösges


Of course, working in a growing company with international colleagues & customers is great - However, what truly delights me, are the teams and personalities working at RiM turning customer ideas into flying concepts! At RiM, there's always room to bring in new ideas on how to reimagine onboard experiences or try out new approaches to drive our business, which I simply love.

Meet Iarfhlaith


As the CTO at RiM, I am responsible for the global technology strategy. While overseeing Product, Engineering, Delivery, IT Ops and Security, I also enjoy the challenge of scaling RiM's technology capabilities for the next phase of growth for the company, and building a high performance organisation to deliver it.

Meet Colin

I am working at RiM since 2015. Watching how the customer base and solution grow into the industry leader during this time still gives me immense pride. It is still, all those years later, truly a special place to work. Without sounding cliché - every day brings something new, usually a new problem we need to resolve. Part of the RiM DNA is problem solving ability and doing this with our teams gives me a lot of satisfaction.

Meet Mir

Head of Retail NAM Region

Best thing about working for RiM is the team of creative, spontaneous and hardworking people that create a memorable Inflight experience for our clients and their guests onboard. We have a very unique culture that encourages each team member to bring their best out for our clients. We all enjoy our jobs and believe in our purpose which makes every work day fun and exciting. As they say there is “never a dull moment” at Retail inMotion.

Meet Michelle

Retail Director

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Meet Sara

Head of OBR EMMA Region

I love working here especially because of the opportunities I was able to experience in different parts of the world and with different colleagues. These past years here have been a lot of work, growth and fun, and this is why we keep working together. Much more yet to come!

Meet Robert

Head of Retail APAC Region

RiM provides me with an environment and culture that empowers myself and my teams. Innovation and creativity are key to this culture and lead to a challenging but highly rewarding career. My role allows me not only to lead business development in my region but also to implement and then ensure performance standards for new business opportunities, so no day is every really the same, the diversity of challenges is a key driver of my personal and professional fulfilment with RiM.

Meet Stephanie

Global Head of HR

I love working here because I have been given the freedom to drive my purpose in life, which is to show people that they can belong and be supported, whilst having a satisfying and successful career. I am incredibly proud of my People Success Team, we have created an environment where each of us thrives and we work hard together to continue spreading that experience throughout the company.

Meet José

Head of Onboard Retail Europe and Managing Director Retail inMotion GmbH

RiM for me is not only the company I work for but part of my family. I had the chance to build up a team from 6 people to more than 100. More than 50% of the team I interviewed and hired myself. Apart from this, it is the inflight and travel retail industry which offers me the opportunity to work with a totally diverse universe of people and challenges me operationally and strategically every day. This is why I love working at Retail inMotion.

Meet Roy

In House Counsel

I love being a part of a global, committed, innovative, and diverse community bringing our customers and their passengers a better inflight experience.