Berna Arslan Email and Phone Number

Responsible for crafting B2B Communication Packs, initiating B2C Communication Packs and taking a lead facilitator role in supporting the Product Roadmapping process for the designated categories.Cross-Sourcing and Portfolio Management– Beko & Whirlpool Merger • Led cross-sourcing integration efforts between Beko and Whirlpool during the merger. • Managed and optimized product portfolio alignment across multiple markets. • Collaborated with cross-functional teams to streamline sourcing strategies and enhance operational efficiencies. • Played a key role in aligning product strategies and driving synergies between the two brands. Brands: Beko, Grundig, Whirlpool, Hotpoint, IndesitChannels: Offline& Online

Brands: NetWork& DivareseChannels: Offline& Online& Outlet

360 Projects:NetWork x Benefit - 2021NetWork x Lancester - 2022

Zone Europe L’oreal Luxe Multibrand Animations

. Coordinated 360 launch of new skin& hair care 
products. Tripled the number of sales of these product compare to previous.. Create whole strategy& operation of dermatology 
project. Building the Go ­to Market strategy and plan.
Manages direct multi functional teams within Sales, marketing, education and PR.
. Create A ­team project for sales team. Set KPI’s of sales teams on all regions for new product launches.
. Re-designed make up category strategy. Re organized product assortment and store design based on customer experience.

Primary accountability: 2 brands Bobbi Brown & La Mer in the Turkish region• Manages all aspects of brand P&Ls (NS, COG, OPEX, and NOP), monthly review sell in and sellout results and monitors operating expenses, took corrective actions in order to achieve budget plan targets.• Manages direct multi functional teams within Sales, marketing, education and PR. Implement short and long term sales strategies• Participate in retailer negotiations; create an annual business plan for all distribution channels (including e-retail) taking into account the growth levels objectives• Plan and monitor of monthly sales targets with the sales team; manage the annual negotiations (margin / bonification / Trade Marketing) for Key Accounts. Plan and development of distribution strategy• Establish an annual Trade Marketing Plan; monitor the profitability of actions and events• Leading demand review and inventory management• Tracking and evaluating the performance of all categories to set objectives for category growth• Extensive review of current market activity and trends through the analysis of EPOS & NPD data. Proposing and implementing promotional activity across each brand to ensure to stay competitive in the market place• Price positioning and planning according to global guideline and local benchmarks• Managing product portfolio per channel, retailer, door type. Building the Goto Market strategy and plan; adapting global guidelines to local opportunities• Accurate forecasting new launches by channels• Define and implement media mix with the objective to recruit new consumers, retain existing ones, amplify brand reach and strongly engage them• Initiates and drives all CRM strategies• Responsible for Top Door Strategy• Coordinate merchandising projects in terms of annual marketing calender and roll out plan; forecast and develop merchandising tools, and create planograms for new launches

Brand: La Mer

Brand : La Mer

• Responsible for adapting and executing brand marketing strategies in order to maximize sales, profitability and market shares• Accountable for marketing activities including media planning, trade marketing, launch mix, promotional activities, A&P allocation, price positioning and the marketing calendar• Managed social media acceleration• Responsible for Top Door Strategy• Responsible for leading and developing people

• Develop a long term strategy and business relations with over 100 brands and suppliers of fashion industry• Negotiating agreements term of purchase with brands and suppliers

Key Achievements• Launched Collistar makeup & skincare brand in Turkey• Increased market share of exclusive brands from 11% to 16 % in 2 years• Increased LikeForLike sales by 35%, total sales by 60% in 2 years• Negotiated with the international HQ for better trade term and improved gross profitby 5 %Experiences:• Responsible for sales and marketing activities for 6 brands exclusive to Tekin AcarCosmetics, market leader with 73 stores• Prepared market and competition analysis, analysed the price positioning of the brands financially and reported strength and weakness areas for brands• Prepared sales and purchasing forecasts for all the brands• Prepared the annual business budget for each brand• Responsible for Press and PR activities of the brands and launched products (advertising, advertorial, editorial)• Responsible for Training of beauty advisor sales force In charge of preparation of beauty promotions in every store, setting targets and sales team motivation to reach the target• Responsible for optimum management of inventories through analysing the sales and inventory by SKU and by store. Reduced inventory levels by 14% in 1 year

Key Achievements:Media relations responsible of European city of culture 2010.Experiences:• In charge of media consultancy and execution of the media plans of the customersand following the advertising process• Responsible for campaign management• Developed new brand communication projects for customers• Provided coordination between publication and customers• Provided a sustainable and growing customer relationship• Responsible for continuous updating and reporting of media budgets