Burcu Aslan Email & Phone Number

Istanbul, Turkey

Istanbul, Turkey

Responsible from product and brand management of commercial cards including sales, revenue, market share, profit, activation, retention

Istanbul, Turkey

* Responsible from customer life cycle management (early engagement, activation, upsell, proactive attrition)* Managing all profitability products (Post purchase installment, Skip Payment, Money in installment, Skip Statement) and cash product including pricing and marketing strategies* Delivering the yearly activation target; developing and executing activation, proactive retention, balance retention and early engagement strategies; tracking and determining their impacts and making revisions when needed* Structuring and deciding BTL campaigns design which will provide incremental sales based on different segmentations * Managing e-statement process and recurring bill payment campaigns in order to increase their penetration in the portfolio* Following up limit program and tracking the limit increase impact on customer’s balance* Managing annual marketing budget of the unit * Defining the priorities of the unit in line with the overall business priorities and organize the weekly/monthly plan in accordance with it* Managing team members to ensure efficient and structured delivery of unit responsibilities and providing necessary information flow to prevent any information gap* Acting as a liaison between the unit manager and the unit team members* Following up the innovations in affluent market and behaviors/campaigns/financials of the competitors* Managing and giving directions to the team members for the process of campaigns/offers/product features enhancements* Fulfilling all the requirements determined by new regulations

* Developing new campaigns, offers, product features in line with activation, proactive retention, balance retention strategies* Preparing the P&L for all campaigns and following up their results for the budget* Gathering customer data through Business Objects for all types of campaign* Executing periodic and sectoral campaigns to increase incremental sales amount* Day to day management of Cash Advance and Cash Advance in installments* Checking all communication materials of Cash Advance product as SMS, website, letter, email as part of customer experience process and updating them when needed* Responsible for the strategy of reduced activity to ensure the delivery of the yearly activation rate * Restructuring Early Engagement Strategy for the new acquired customers during 6 months* Responsible for the set up of the monthly revolving segmentation in coordination with Risk Unit* Making monthly campaigns based on the revolving segmentation in order to deliver the revolving rate target* Training outsource teams about new products/campaigns* Leading the implementation of UNICA as a campaign management tool* Execution of recurring bill payment campaigns in order to increase its penetration* Monitoring performance of the portfolio campaigns on a weekly basis to take the necessary actions * Following up the innovations in the market and all behaviors, campaigns, financials and practices of the competitors

Reporting directly to Credit Cards Portfolio Head, responsible for;* Designing, implementing, and tracking segmented campaigns to increase activation and usage rates * Developing creative ideas for cards activation with justified marketing expenses* Leading and tracking of the portfolio promotions* Work in coordination with other units to manage customer communication process * Day to day management of activation and usage campaigns, handling with specific customer complaints and channel inquiries within time* Keep track of campaigns and new initiatives to validate performance indicators