Responsible for Marketing, eCommerce, Product Management and CRM

Responsible for Marketing, eCommerce and CRM.

Responsible for Marketing, eCommerce and CRM.

Reporting to the Board President, leading the marketing and eCommerce departments of one of Turkey’s largest and fastest growing retailers. Responsible for marketing organization restructuring, advertising strategy development and production, media scheduling & buying, e-Commerce web site launch, and public / influencer relations.

Reporting directly to General Manager. Leading the marketing department for one of Turkey’s fastest growing retailers; to meet revenue, profitability, traffic and equity targets. Step-changed brand awareness and equity ownerships behind successful communication strategies and advertising campaigns despite bans on spectacles advertising. Responsible for marketing organization restructuring, brand architecture and equity development, advertising strategy development and production, media scheduling & buying, promotional and e-commerce strategies, supplier - shopper marketing events, consumer research, digital and mobile marketing, CRM, medical marketing, consumer relations, and public / influencer relations.

Leading the development and execution of 1) category / brand operations marketing vision & strategies, 2) initiative exploitations for all Householdcare and Health & Wellbeing brands. Responsibilities and Projects included:- Managed XX million $ budget of 15 brands for TV, nonTV, Digital, Direct Marketing and PR- Each year led 20+ initiatives’ creative efforts and local topspin ideas, managing multi-functional P&G team and agencies, where almost all initiatives exceed targets and creative work is recognized with internal / external awards - Ceemea 123 Project Leader for the CEEMEA region (new consumer segmentation and go-to-market strategies)- Penetration & Trial Leader for CEEMEA region and Turkey(responsible for 1. organizational – systems development and set up 2. Sharing and reapplication of Best – in – Class cases within the Ceemea countries, 3. representation of Ceemea countries in Global P&T summit and before P&G Global Chief Marketing Officer, 4. Development – Execution of P&T action plans to deliver penetration targets)- Corporate trainer in several topics Some Initiative highlights include:o Premium segment entry in Oral Careo Dishcare Entry with Fairy Launcho New premium segment entry into diapers o Ariel Color relaunch with Kanal D Tv series o Very successful site and Fanpage launches for Prima (Prima.com.tr launch – 1.3 million unique visitors/year – 128.000 fans in FB), Orkid (Beinggirl.com launch - 1.2 million unique visitors/year – 110.000 fans in FB), and Fairy (mutlumutfaklar.com – 200 M unique visitors, 45.000 fans in FB in month 2)

- Managed XX million $ Retailer Marketing Budget- Created and executed customer-specific vision and action plans to exceed turnover target - Turned around Migros group businesses (after 1 year of no collaboration) with Meet your Beauty in Migros, Special Olympics and 2 Tansaş Clothes Donation campaigns- Stepped up Tesco relations with several projects, Best Supplier to Support Tesco Projects award - Designed 10+ customer campaigns based on shopper data analysis

- Led new brand launch of Uyu-Oyna (low tier entry)- Led Defense plans for new competition entry (Huggies launch): in only two weeks after launch news, completed competitive analysis and led team to establish competitive defense plot. Prima reached its highest ever share in past 46 months; despite competition’s unmatched trade funds. - Prima BSOD launch, biggest commercial initiative for the past 5 years, growing Prima market share by +1.9%; despite the price upcharge and the media crisis as of launch month. 18 million PR impressions with the BSOD House project (180 ix vs target). Key competitors had to upgrade their products and marketing concepts.