Devrim Melek Email and Phone Number

Delivered customer and revenue growth for TV business with full P&L responsibility of IPTV, DTH and OTT businesses. • Led consumer segmentation and category mapping to ensure effective portfolio strategy and architecture.• Launched DTH TV business line with new proposition strategy, distribution structure and customer experience addressing a new segment for Turk Telekom.• Repositioned tivibu brand in the market, introducing a new concept in the market, resulted with an increased awareness and demand for the “tivibu” brand.• New positioning strategy delivered growth not only for tivibu brand but also Pay TV market in 12 months. • TV subscriber number tripled in 16 months• Implemented new customer experience strategy and enabled through new UX/UI design for OTT and IPTV, resulted with double digit % increase in active content consumption.• Developed brand positioning and a new 360 communication campaign across all touchpoints – TV, Sponsorship, Digital, PR, social and trade- with an achievement of historically best scores in Pay TV communication. • Developed and successfully deployed the brand migration strategy and customer experience of TV business for the merger of the 3 brands (Avea, TTNET, Turk Telekom).

Responsible for commercial results of DTH and OTT business lines with P&L responsibility delivering annually triple digit million USD customer revenue and triple digit customer growth YoY.• Developed Pre-Paid business model with proven concept superiority over competitor for low income segment.• Introduced new Movies products in portfolio, achieving double digit % growth on movies subscriber base.• Increased VAS revenues by double digit % during through redesigning and enriching the portfolio.• Developed insight-based differentiated products and services delivering significant increases in NPS and delivered market-leading communications.• Developed and deployed digital strategy and transformation. Launched online marketing as a new sales channel and tripled sales share of online in 10 months.

Responsible for CVM (retention, customer analytics), market and consumer intelligence. Acted as an internal consultant to Content, Marketing, Media marketing & Ad Sales teams. • Achieved 19% decrease in churn through a new CVM strategy and restructuring.• Launched loyalty platform, DigiVIP Club, to offer customers money-can’t-buy experiences within life style, festivals, and sport events.• Developed and deployed simplified lean customer touch point strategies and improved NPS.• Achieved cost saving and satisfaction improvement through new customer journeys and service experience design.• Designed and developed advertising optimization product, resulted with increased advertising revenues.• Designed and deployed new packaging and claims in order to grow the market share with higher ARPU level.• Launched potential segmentation for new distribution structure resulting with an increased share of premium sales.• Developed a customer centric company culture through building a very strong insight infrastructure.