• Established CMI unit that works closely with all departments serving online customers in 130 countries.• Elevated customer knowledge inside the company by conducting both qualitative and quantitative research in priority countries:,▪ Conducted customer segmentation studies in Turkey and France. Identified target personas and took active part in building up strategic plans on how to improve customer experience and marketing communication to reach these personas.▪ Introduced marketing communication measurement tools to closely track brand KPIs and improve communication content and investment.▪ Built up continuous research studies to understand needs and barriers of current customer base using various channels to reach them.▪ Initiated customer experience journey project to understand customer journey and pain points with offers on how to improve those pain points.▪ Conducted qualitative research to test new Loyalty Programme concepts and identify best working tools and name for this programme.▪ Owned Customer Insight Project that educates volunteer employees on how to dig up insights and turn them into actions to improve customer experience. Conducted 3 projects with volunteers.

• Established CMI unit that brings together both local and international consumer and market intelligence.• Working closely with Marketing, E-commerce, Sales and Product teams, responsible to integrate shopper and consumer insights in to the teams’ daily business and future planning. Conducted Censydiam Segmentation projects in order to identify target personas that led to change of company strategy. Initiated customer experience journey project to understand online and offline customer journey pain points and best practices to improve the experience.  Working with e-commerce CRM data, introduced customer segments to be triggered which led to an increase in e-commerce sales. Made pre and post-tests as a standard for marketing communications and helped accelerate return of advertising.• Introduced new generation tools to get quick and direct insights from consumers to keep up with the fast pace of retail environment. Established online panel for product tests with various consumer segments that shorted the product launch process significantly. Conducted online focus groups in order to understand Egyptian consumer behaviours. Educated selected sales representatives in stores as consumer ambassadors and provided continuous online insight flow in order not to lack timely actions• Brought in market analytics tools and sources to strengthen company’s ability to build data based sales and marketing plans.

• Responsible for leading projects in Turkey and Caucasia & Central Asia, working as a part of divisional Consumer Insight team (Africa Eurasia Division)• Generated consumer insights as inputs for the development of integrated marketing communication strategies and new products via best practice methodologies:▪ Usage tests (i.e.BASES) for all strategic launches in Oral Care and Personal Care▪ Censydiam Segmentation project in Oral Care in order to identify both user and non-user profiles.▪ Concept and pre-tests for new ads and continuous tracking of communication effectiveness• Responsible for generating shopper and dentist insights for the development and improvement of sales strategies.• Leading business analytics and syndicated data management in order to strengthen company’s ability to build plans based on solid data. Conducted Marketing Mix Modelling for various sub-brands working closely with business analysts and Analytic Partners.• Managing “Consumer Affairs Unit”, led the outsourcing project and developed the tools to generate insights from consumer comments via consumer hotline.

• Promoted as a senior specialist to the leading paper products company in Turkey, responsible for the establishment of market research as a separate function.• Led “Brand DNA Project” with international consulting company, MEAT, in order to re-construct brand architectures of company brands Selpak and Solo.• Generating consumer and shopper insights to be used as inputs for new product development, marketing, communication and sales plans by conducting qualitative and quantitative research projects.• Responsible for the analysis of sales ROI model created by media agency to measure the effectiveness of communication, POS activities and market dynamics, which is used to base marketing and sales investments.• Generating consumer connectivity projects to bring the consumers and marketing team together in households or point of sales

• Responsible for the establishment of the new marketing research and consumer insight process of Beiersdorf International in Turkey. • Conducting qualitative and quantitative research projects to analyse consumer usage and attitude towards new launches, commercials, brands and categories we operate in general.• Generating and carrying out consumer connectivity projects in order to make each member of the company get in touch with the real consumers.• CRM tool management working together with the call centre by designing surveys to be asked to consumers, evaluating the results and analysing consumer data.• Evaluation of sales and consumption data of EBC. Sharing the results with upper management, marketing and sales team in Turkey and BDF headquarters.

• Developing projects in order to measure the potential of new products, marketing and sales activities, working with market research firms and marketing team.• Conducting conjoint analysis before the launch of new packs/products in order to determine the best package and pricing alternatives that maximizes revenue and consumer utilities in different trade channels and SES groups.• Leading market research firms in projects designed to evaluate the performance of sales and marketing teams.• Evaluation of monthly sales and consumption data of company’s product range coming from market research firms. Preparing presentations on the performance of the brands containing shipment, retail and consumer data.

• Working in Retail Department, responsible for key accounts of Nielsen.• Analysing the data collected from retailers all around Turkey on sales, distribution and pricing of the firms operating in FMCG sector.• Preparing and presenting reports evaluating sales and marketing performance of clients that contain actionable recommendations.• Management of a budget target by selling special projects, reports and analysis