Ceren Dayioglu Email & Phone Number

Washington, District Of Columbia, United States

Washington D.C. Metro Area

Bethesda, Md

 Distilled consumer, culture and category insights from target audience analysis, client’s market data, qualitative research (in-depth interviews, focus groups), and quantitative research (A&U, segmentation, pre/post advertising, and brand health tracking studies), secondary research and trend analysis Acted as the strategic engine of my accounts by inspiring creative teams with briefs and briefings, partnering to apply consumer insights to all facets of the creative process, and ensuring that the final work is on strategy Created personas, customer journeys, brand platforms, messaging hierarchies, brand benefit pyramids, competitive analysis, and “get-smart”s for new business pitches Supplied account team with consumer insights to inform clients’ marketing plans and other strategic deliverables Played a key role in the presentation of creative work to the client by delivering how the strategy will connect with the consumer and address their communication and business goals Led qualitative and quantitative projects and worked with vendors from the initial RFP to final report delivery to ensure quality work within budget Experienced in using secondary syndicated research tools like Mintel and MRI Championed the POV of the consumer in brainstorms, concepting, and new business pitchesClients: Giant Food, Human Resources Certification Institute, National Harbor, The Hay-Adams Hotel, Long & Foster, American Association of Colleges of Pharmacy

Vienna/Oakton Office

 Became a member of Northern Virginia Association of Realtors’ Multi Million Dollar Club in the first year of becoming a Realtor Analyzed market data, negotiated on behalf of clients, perfected attention to detail and customer service, created and delivered buyer & seller presentations Worked on the creative design and content/copy writing of social media ads, brochures, direct marketing pieces for the marketing of my own listings*Assisting clients with the staging of their property to help them put out the best version of their home

 Developed strategy and was responsible for writing the creative briefs by appropriately involving all departments in the process. Supported the creative team by proactively delivering inspiring consumer insights throughout the creative process to help develop powerful advertising and brand ideas that resonate with the target audience. Worked on Choice Hotels brand profiling and helped differentiate their ten hotel brands by analyzing their segmentation study and other studies. Crafted creative briefs that would serve as the basis of all advertising for those brands. Held creative briefings and oversaw the development of ads to make sure they were on strategy. Routinely analyzed consumer trends by reviewing in-depth studies done by Mintel and other such companies and incorporated these insights to creative briefs and other strategic deliverables. Assisted the team in developing selling strategies for the creative work by providing appropriate consumer research findings and cultural context to help support campaigns Was responsible for selecting, negotiating, managing and communicating with research vendors. Helped with new business pitches by quickly gaining insightful information on the consumers and the category and shared it with the pitch team. Interviewed and supervised less experienced staff.

Washington D.C. Metro Area

 Worked with the director of Strategic Planning and Research on developing the marketing and branding strategies for various clients.  Managed consumer segmentation studies, developed surveys, arranged vendors, monitored fielding, analyzed quantitative data, developed implications and strategy based on research findings, wrote reports and prepared final presentations interpreting results for clients.  Managed vendor relations, maintained vendor roster, researched and hired new vendors, bid and negotiated projects, budgeted and tracked costs of each project, kept invoices and made sure projects get completed on schedule and within budget.

Washington D.C. Metro Area

 Managed qualitative research studies. Developed research designs, picked vendors and oversaw fielding of projects, developed moderator’s guides, produced final presentations. Qualitative studies include focus groups, in-depth interviews, man-on-the-street interviews and ad tests. Managed quantitative studies. Developed surveys, lined up vendors, monitored fielding, analyzed quantitative data, and prepared final presentations. Quantitative studies include pre/post advertising A&U studies, consumer segmentation studies and market assessments. Worked as part of the new business development team in various client pitches including Ernst & Young, Blimpies, Sallie Mae, American Management Systems, and The Washington Post. Helped with the proposal preparations in response to RFPs, by helping the team gain insights to the category, company and the consumer. Assisted in putting together final presentations.

Master Of Business Administration (M.B.A.), Marketing With A Focus In Advertising

Graduated with honors from Istanbul University with BS in Economics.Interned for Colgate Palmolive and Unilever before getting an MBA.

Bachelor Of Science (Bs), Economics