Change of leadership at Shopfully Hungary

By: Trademagazin Date: 2026. 03. 16. 11:35

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There has been a personnel change in Shopfully’s Hungarian management: István Zsatkulák, the company’s domestic managing director, is leaving his position and will focus on building the digital agency he founded in the future. Sales Director János Fekete will take over Shopfully’s Hungarian operational management from February 2026.

István Zsatkulák played a decisive role in the development of Shopfully’s – formerly Offerista – domestic market, the introduction of the drive-to-store approach and digital advertising newspaper solutions. After his departure, he will continue to work on the growth of his own company, IndependAds.

Black belt media market specialist

The new Hungarian manager, János Fekete, is a digital media market specialist with more than two decades of experience. During his career, he worked for key players in the Hungarian television and online media market, including Magyar Televízió, RTL Klub and TV2.

During his professional career, he gained extensive experience in new media, sales and business development, and then supported the development and business operations of leading publishers’ online portfolios. His competencies include the development of digital content and revenue models, the business management of media portfolios, and the introduction of ad-tech solutions and new advertising formats.

Focus on digital transformation and drive-to-store

János Fekete aims to further strengthen Shopfully’s role in the digital transformation of retail communication, with a particular focus on the digital transformation of retail chains’ advertising newsletters and the development and market deployment of solutions supporting drive-to-store.

The leadership change aligns well with Shopfully’s commitment to empowering retail brands with technology and data-driven solutions to convert online interest into purchases.