Serhat Akay Email & Phone Number

Istanbul, Turkey

İstanbul, Türkiye

Istanbul, Turkey

İstanbul, Türkiye

Reporting to CMO, managing a team of 12 (2 managers, 2 supervisors, 6 specialists, 2 interns)Directing Data Analytics, CRM Product , CRM Campaign and CRM Communication departments.• Product ownership of Salesforce Sales Cloud, Zendesk Service Cloud, Related Digital Marketing Cloud transformation projects.• Directing and executing company’s several machine learning models such as RFM, Churn Prediction, Deposit Prediction, Trade Characteristics, Campaign Propensity and giving regular Data Analytics insights to top management board.• Designing and executing regular mass and CRM bonus campaigns, Loyalty, Learn & Earn and Refer a Friend, IB & Affiliate programs.• Designing the full Customer Journey Mapping of several company brands in several regions all over the world. • Directing the full scope customer communication activities in various different languages in several channels such as e-mail, SMS, app. Push, web push, on-site pop-ups, SCA, Meta Trader etc.

Istanbul, Turkey

Reporting directly to CEO, managing a team of 18 (3 unit managers, 4 specialists, 11 agents) Managing CRM Analytics, Customer Relations, Product Control and Contact Center departments.• Designed and executed Skechers Turkey Customer Omni-Channel Loyalty Program. (developing an internal software, creating full scope customer journeys and marketing materials for both online -app, web- and offline channels)• Managed and executed outsource call center to in-house call center project. (implemented Next4Biz Customer Service Cloud software, built the case management and ticketing system, recruited the team,prepared the physical environment for call center in the warehouse)• Designed the data structure of the company Customer Data Platform in PersonaClick Marketing Cloud tool database. (integrated offline store customer&transactional data, Skechers app&web online customer and transactional data, app&web online click data -search, basket, favorite, category view, page view etc.-)

Istanbul, Turkey

Reporting to Marketing&CRM Director, managing a team of 3 (1 unit manager, 2 specialists)• Responsible from segmentation and target group selection activities for both offline and online channels. (SMS, e-mail, app push, web push etc.)• Leader of the digital marketing transformation project. (a new digital marketing platform 'Emarsys' will be launched in 2020)• Responsible from the loyalty program management.• Managing omni-channel campaign planning processes and responsible from keeping brand message consistent both in store PoP materials and web banners. • Building brand partnerships (with commercial banks, telecom companies etc.) to gain incremental sales and potential customers.• Managing outsourced Call Center operations, complaint management and monitoring KPIs (SLA etc.)• Responsible from GDPR (called “KVKK” in Turkey) regulation practices and data protection compliance with legal requirements.

Istanbul, Turkey

Reporting to Marketing and E-commerce Director, managing a team of 2• Responsible from CRM Analytics and Loyalty program• Managing Customer Segmentation projects• Making advanced analyses (association basket, propensity etc.) and modelings by using analytical tools. (R, SAS, SQL, Power Pivot, Qliksense, Tableau, Oracle Customer Engagement Tool) • Implementing data mining tools for complex data mining• Designing, managing and analyzing personalized and segmented marketing campaigns.• Target group selection for SMS, e-mail and mobile marketing actvities. • Preparing campaign feasibility and ROI analyses.• Improving data model and reporting platforms.• Preparing CRM and loyalty projects by working closely with suppliers and 3rd party companies.

Istanbul, Turkey

Reporting to Category and Campaign Planning Manager, managing a team of 2• Managing Customer Segmentation studies and implementing the findings into corporate organizational processes.• Offering segmented marketing activities with data analyses.• Managing the implementation process of OriCube database management tool as a power user.• Preparing budget estimates by developing P&L projections.• Create campaign period theme and section stories to maximize seasonality and build attractiveness among clients.• Work together with category specialists to ensure correct products are chosen for key elements; adhere to the pre-agreed merchandising strategy (depth of discount, frequency of discount)• Work together with the forecasters on optimizing disco plans/pricing without cannibalizing core products• Work together with the forecasters to maximize offers/ensure optimum merchandising pricing• Contribute during Post Campaign Evaluation Meeting - prepare proper presentation to analyze results and learn from past performance. Take consultant/director feedback when needed.• Managing Out of Catalogue activities• Monitor competitor activities for merchandising, average order building, consumer loyalty, new executions etc. and to see/evaluate any need for price adjustment.

İstanbul, Turkey

Reporting to Head of CRM, managing a team of 1 (dotted line)• Managing Customer Selection for Marketing Activities and the evaluation of their performance (Metro Mail, Inserts, SMS, E-mail, Direct Marketing, Call Center Operation, One to One marketing)• By using Customer Life Cycle Management analyses, managing convenient customer activation campaigns such as discount voucher campaigns for the customers who are inactive, churned or most likely churned in the future.• Analyzing the lift effect of the campaigns on the customers' future buying behavior by using Campaign Management Tools• To generate customer catchment units for the campaigns and benchmark figures for new store opening feasibility studies by considering Regionalization, Customer Segmentation and Database Management.• Providing analytical and strategic support through analysis, organizing commercial Call Center and Market Research Activities, following market trends and developments to better understand customer preference for marketing campaigns and new store openings to support Category Management; to contribute accurate Pricing Strategy, to contribute international projects mostly directed by the Global Head Office• Tracking customer complaints and directing complaints to related teams for quick response and immediate solution.• Classifying target cities/regions for new store formats using customer city counts, population and demographics, number of tax payers, purchasing power, GDP/GNP, industrialization; calculating total customer potential• Preparing business cases and simulations to understand the effect of the new store formats on the buying behavior, frequency and sales per customer

Istanbul, Turkey

Reporting to CRM Assistant Manager• Defining the target regions for expansion by determining and analyzing the customer and sales potential• Collecting / acquiring necessary data from third parties and other external and internal sources• Forecasting store frequency, basket size and sales per customer• Setting sales target according to sales drivers and customer potential• Classifying target cities/regions for new formats using customer city counts, population and demographics, number of tax payers, purchasing power, GDP/GNP, industrialization; calculating total customer potential• Preparing business cases and simulations to understand the effect of the new format on the buying behavior, frequency and sales per customer• Coordination of related departments (both in Turkey and Germany) for customer potential and sales potential• Visiting potential locations and cities, collecting field data and preparing feasibility analysis• Following up new economic indicators and expansion trends

Istanbul, Turkey

Reporting to Loyalty Director• Project coordination and implementation• Leadership to a project team.• Development of the research models for the specific needs of the client• Preparing proposals, analytical reports• Construction and oral realization of the executive insights presentations• Data analysis by statistical methods• Client relationship management with the aim of maximum client satisfaction• Optimum usage of group resources

Istanbul, Turkey

• Customer Complaint Management• Content Management• Inbound / Outbound Systems• Live Support Systems• Marketing Campaign Management

Istanbul, Turkey

• Working opportunity with real clients ranging from global players and FTSE 100 companies, to middle market organizations and smaller fast growing companies• Gaining knowledge of the industry and market; self-development and awareness; the development of communication, business and teamwork skills

Ba, Economics

Activities and Societies: Member of Radio Bogazici Club

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