Elif Okka Email and Phone Number

Creating brand and marketing communication strategies; creating and developing corporate communications, business and product development and following and developing all marketing process of the brand.

Controlling and managing sales and profitability of local and international stores. Retail business development and management. Preparing and reviewing reports for sales maximization and taking actions to improve profitability. Marketing and promotional activities, visual, operational and architectural management of retail channel. Improving retail team's competences with coaching- Opened two new locations in international market (Paris & Rome)- Opened one new location at duty free channel (Dalaman Airport)

Coordinating design, production and sales departments within the company to ensure a flawless operation for the brand. Taking actions for business development and commercial improvement.Strategic approach with the support of reports and analysis tools.Managing all order process starting from organization of Fashion Week showrooms until end of wholesale season with full control on after-sales operations including the export process.Customer data management and creation of workflows and systems.

• Developing a financially sustainable brand strategy and economic model by delivering impact at profitability level, in an unstable economic environment and a highly competitive market. • Managing and monitoring a business of 33 stores and leading 130 team members through operations, brand merchandising, e-commerce, store and training teams.• Planning and monitoring all promotional and PR/marketing activities of the brand. • Providing leadership, direction and support for the teams through a high performance approach, while consistently developing their skills, thereby improving morale, the quality of customer service and overall productivity level. • Ensuring commerciality of the stores are maintained where all brand standards are applied.• Leverage digitalizing the brand, including launch of e-commerce channel and reaching the customer by digital marketing opportunities, to deliver maximum year-on-year growth, enabling the brand to increase market share.Projects:Full responsibility and project leadership for The Body Shop Turkey E-commerce Launch.This project included international teams from different companies in Kuwait, Dubai, India and United Kingdom for the setup process. Through critical path management, all teams were coordinated and relevant teams in the Turkey office were guided accordingly. Furthermore, selection and management of 3rd parties’ such as digital marketing agency, call center, e-invoice company, online payment provider, were under my responsibility areas. The project was accomplished at targeted timelines and the launch was a huge success both in terms of sales and service levels.

• Leading and managing merchandising and operations team for Claire’s.• Preparing an annual business plan for the brand. Using the agreed budget and forecasts to actively monitor and control performance to achieve targeted figures in sales, margin and profit for the business. • Maintaining a strategic financial plan that will indicate the trends and requirements of the business development plan. • Preparing an annual marketing calendar and promotional strategy for the brand and by continuous monitoring, proposing revisions if necessary, in response to significant or unforeseen developments in the market. • Ensuring a healthy “Open to buy” process is implemented and applied periodically at all times.• Reviewing monthly P&Ls for analyzing risks and taking actions to maximize profit. • Maintaining continuous contact with support functions and stores, ensuring that the brand operates at its full potential in all areas.

2009-2011 Debenhams Womenswear & Lingerie. 2011-2012 Arcadia Group (Topshop, Topman, Miss Selfridge, Dorothy Perkins, Evans), reporting directly to Business Director.-Planning stock, product range, buying plan. -Responsible for preparing yearly business plans.-Increasing the profitability of the brands. -Activity (marketing-sale-promotional) planning and implementation.-Preparing and conducting seasonal merchandising and commercial VM trainings. -Designing the optimum store layout through sales/stock/space balancing.