Mert Kokulu, Fcc Email and Phone Number
Mert Kokulu, Fcc personal email
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+20 years of marketing experience in Telecom, FMCG and Energy sectors in Turkey, Middle East, North Africa, Eastern Europe, Central Asia.Spearheaded companywide, data driven, customer centric approach to empower marketing. Successful track record of completing several transformation journeys, achieving outstanding business results, delivering consumer and brand scores, independent awards and publicity. Recent selected awards are; Sİlver Award in Baykuş Awards with Shopper section, Customer Experince in Technology award with Club TotalEnergies from Martech (2024), 3 Bronze Awards in Baykuş Awards in Visionary, Communication, Young sections, Golden Effie in Reborn Brands section, Bronze Effie in Automative Industry with “New Generation Energy” (2023), inclusivity and diversity award from TİSK and Martech award for "Energy of Two Hands" project - - Best TotalEnergies service station in Europe from TotalEnergies/Top Star Challenge (2022) Innovative product of the year with Solo home care wet wipes by Marketing Türkiye and YouGov (2021), Selected as most efficient 50 CMO’s of the year by Fortune Turkey - - Kristal Elma with “Detan/Sinay” -- Kristal Elma and Felis with “Selpak/Ormanları Korur” campaign -- Product of year in Ukraine with Selpak toilet paper (2020), Bronze Effie in personal care section with “Uni Baby shampoo/YOOK” campaign (2019), Social Media Award with Uni Baby -- İBS – Mothers’ Choice of the Year with Uni Baby -- Superbrands of Turkey with Selpak (2018).Wide marketing know know achieved by serving +25 brands, +40 categories, in 20 countries. Served different consumer groups from newborns to elderly. Managed a diverse range of categories including mass, seasonal, high or low involvement. Experienced in running brands with different market status; leader, follower, challenger and acquisition. Experienced in leading brands with different business models; own brands, multinational, brand licensee, consultancy and distributor models.Highly skilled in strategy development in both domestic and international markets. Competency in financial understanding, held accountable for P&L results for a decade.Currently playing a pivot role in energy transformation, developing mobility strategies, sustainability roadmap in CMO chair. Transpose the “big picture” into actionable marketing strategies, align with all key stakeholders, motivate partners and execute with accuracy.Proven results for people management, coaching, cultural transformation and change management. ICF certified coach since 2021, licensed from FLOW Coaching Institute.
Güzel Enerji Akaryakıt A.Ş.
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- totalistasyonlari.com.tr
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- 123
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Chief Marketing Officer | Member Of Leadership TeamGüzel Enerji Akaryakıt A.Ş.İstanbul, İstanbul, Tr
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Chief Marketing Officer | Member Of Leadership TeamGüzel Enerji Akaryakıt A.Ş. Oct 2021 - PresentIstanbul, Turkey* Part of OYAK Energy Sector Companies; manage a diverse brand ecosystem; TotalEnergies, M Oil, Türk Petrol and Valvoline energy master brands and a portfolio of service brands; Bonjour supermarkets, Yakıtmatik fleet sales, Otojet electric vehicles charging, Club TotalEnergies guest loyalty systems, Wash auto care and Bi'Güzel food and drink brands.* Lead fuel, non fuel, lubricant and retail marketing operations, end-to-end CRM management and corporate communication operations.* Coordinate and execute omnichannel marketing plan for B2B and B2C operations. -
Marketing Director, Tissue Paper And Home Care Tr, Emea, Ca | Member Of Leadership TeamEczacıbaşı Topluluğu Jul 2020 - Sep 2021Istanbul, Turkey* Manage tissue brands; Selpak, Selpak Deluxe, Solo, Servis, Silen, Viva and home care brands Detan, Defans and Frosch in Turkey and 60 foreign markets – main regions; Middle East, North Africa, Eastern Europe, Central Asia* In 50th anniversary, lead Selpak brand transformation supported with best-in class product features. Led revolutionary recreation of brand architecture, packaging designs. Initiated integrated communication plan and nominated in Effie shortlist.* Lead Solo brand transformation supported with breakthrough innovation in toilet paper technology and an upgrade in paper towel category. Lead revolutionary recreation of brand logo, architecture, packaging designs. Initiated integrated communication plan.* Provided rapid response to consumers’ hygiene expectations during pandemic. Kicked-off Selpak paper towel campaign for bathroom usage against textile towel, Selpak antibacterial pocket wipes for practical hygiene. Launched detergent enhanced Solo home care wet wipes line for hygiene at home. Solo home care wipes awarded as innovative product of the year by Marketing Türkiye.* Solo climbed from 10th to 5th, Selpak from 7th to 6th status in Nielsen’s FMCG Track personal care brand ranking in 2021 H1* Restructured international tissue category strategy and global footprint work. Formed strategic country clusters and prioritized resources. Identified consumer expectations and mobilized innovation pipeline to offer right portfolio initiatives in 9 strategic countries and 4 regions. Kicked-off Selpak brand transformation and relaunch campaign in strategic markets.* Consistently work on cost reduction projects; from product optimization, SKU rationalization to alternative sourcing.* Hold P&L responsibility and leadership of cross functional team from marketing, trade marketing, finance, demand planning.* https://kristalelma.org.tr/media/12088/kri-stal-elma-2020-kazananlar.pdf Awarded by Kristal Elma; Detan/Sinay and Selpak/Ormanları Korur campaigns. -
Marketing Director, Tissue Paper And Baby Care Categories | Member Of Leadership TeamEczacıbaşı Topluluğu Nov 2018 - Jul 2020Istanbul, Turkey* Awarded as one of 50 most efficient CMO's in Turkey by Fortune magazine. https://www.dunya.com/ekonomi/turkiyenin-en-etkin-50-cmosu-aciklandi-haberi-462353* Manage tissue brands; Selpak, Solo, Servis, Silen, Viva and baby care brand Uni Baby. * Initiated a holistic trade excellence project to fully penetrate national key accounts, distributors and discount markets. * Constructed Selpak and Solo extension strategies. Selpak wet toilet tissues and pocket wipes, Solo wet wipes launched.* Company tissue paper value share increased from %21 to %25. Selpak climbed from 9th to 7th, Solo climbed from 13th to 10th status in Nielsen’s FMCG Track personal care brand ranking.* Developed consumer-centric innovation projects generated from Uni baby Mother&Baby Insight Center. Play&Learn baby wipes, Mini Tales baby wipes, Sweet Summer baby wipes, natural origin&pure water baby shampoo, natural origin liquid soap detergent and concentrate baby fabric softener were launched. * Developed customer-centric commercial projects for Uni Baby. Migros exclusive aloe vera enriched baby care range, A101 exclusive soft sensitive baby wipes and e-commerce exclusive jumbo baby wipes were launched.* Uni baby climbed from 25th to 20th status in Nielsen’s FMCG Track personal care brand ranking.* Hold P&L responsibility and leadership of cross functional team from marketing, trade marketing, finance, demand planning.
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Marketing Director, Baby Care, Personal Care And Home CareEczacıbaşı Topluluğu May 2017 - Nov 2018Istanbul, Turkey* Manage a diverse brand portfolio; Uni Baby, OK, Detan, Defans Selin, Egos, Frosch, Essence, Catrice, Şelale in personal and home care categories. * Follow up “purity” positioning, initiated Uni Baby shampoo YOOK campaign. Differentiated by dye-free formulation, challenged the status-quo of category. Shampoo market share increased +2p, campaign was awarded by Bronze Effie.* Pioneered innovation efforts by establishing Uni Baby Mother&Baby Insight Center in Gebze plant. Hosting consumers, pediatricians and R&D partners, ideas derived from the center filled brand’s innovation pipeline. Bottle&nipple cleaner, easy comb hair shampoo and hair spray were launched in 1st year of opening; providing high single digit net sales growth.* Accelerated Uni Baby’s digitalization efforts by initiating WOMM micro-influencer platform Söz Annelerde. Mobilized Instagram and FB social media accounts with live broadcasts and numerous engagement actions. Allocated budget for SEO strategy. Follower and engagement ratios increased high double digit.* Implemented OK defense strategy to outplay competition. Launched OK Rötar and OK Hisset double-packs for heavy users in supermarkets, pure-play jumbo for digital shopper packs in e-commerce, OK Nirvana for women in emerging perfumery channel and OK Rötar Plus exclusive for pharmacy channel. Market share increase by +1,5p.* Initiated and managed a holistic cost-reduction project for Selin. Achieved double digit gross margin increase.* Initiated production outsourcing project for Egos. Achieved high single digit gross margin increase.* https://www.socialmediaawardsturkey.com/arsiv/2018-kazananlar/ Awarded by social media awards in baby care category with Uni Baby. * https://www.ibsfuar.com/?page_id=3336Uni baby dye-free shampoo received Mothers' Choice Product of the Year and Baby Friendly Product of the year.* Hold P&L responsibility and leadership of cross functional team marketing, trade marketing, finance, demand planning.
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Marketing Manager – Baby CareEczacıbaşı Topluluğu May 2013 - May 2017Istanbul, Turkey* Managed branded and private label portfolio in Turkey and 20 export markets.* Following the acquisition of Ataman İlaç, led Uni Baby’s transformation from a wipe category brand to a baby care brand. * Drilled consumer insights on baby care category and discovered an emerging need; “purity”. Directed a comprehensive analysis of competition and discovered pushing brand attitude of “perfectionism”. Building on findings, developed brand house, targeted “first time moms” and led revolutionary recreation of logo, brand architecture and packaging designs. * Delisted %30 of non-value adding SKU’s and non-profit making domestic and international private label projects. Created a compact 75 SKU portfolio. Relaunched Uni Baby portfolio in 8 months with an integrated communication plan.* Worked closely with R&D team to create a complete baby care line. Launched baby shampoo, baby skin care, diaper rash cream, diaper changing mats, baby detergents, baby fabric softener.* Created in-house medical representative team of 8 personnel to demonstrate newborn products to doctors and newborn nurses. Team sustained for 7 years. Uni Baby became most recommended newborn wipe brand of pediatricians.* Uni baby reached 1st baby care brand status in 3 years. Baby wipes reached from %8 to %14, baby shampoo from %0 to %12, baby detergents from %0 to %26 value share. * Uni Baby climbed from 57th to 25th status in Nielsen’s FMCG Track personal care brand ranking.* Hold P&L responsibility and leadership of marketing and trade marketing teams.
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Marketing Manager - Home CareEczacıbaşı Topluluğu Apr 2012 - May 2013Istanbul, Turkey* Focused on fastest growing segment, space repellents, launched Detan 7/24. Market share increased +1p.* Initiated Frosch turnaround strategy. Collaborated with Migros for exclusive partnership agreement with a full portfolio distribution substituting nation-wide distribution strategy. CAGR accounted for %45 for consecutive 5 years.* Launched Europe’s no:1 economic cosmetic brand, Essence.* Leadership of 2 brand managers.
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Senior Brand Manager - Personal CareEczacıbaşı Topluluğu Oct 2009 - Apr 2012Istanbul, Turkey* Drilling the consumer insight, discovered condoms were transforming from a contraception category to sexual wellness category. Launched the thinnest condom of OK; OK Ultra Hisset with an integrated plan. Market share increased by +1,5p.* Pioneered OK’s digitalization efforts. Launched www.ok.com.tr, www.alookey.com and Club OKEY social media touch points. Summoned the first 50k FB fans. Won Altın Örümcek with www.ok.com.tr * Initiated Egos turnaround strategy from a hair gel brand to hair styling brand. Launched 3 profitable categories; wax, mousse and hair spray. Market share increased +9p, gaining 2nd position in market. Brand profitability turned to positive.* Leadership of 2 brand managers.
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Brand Manager - Insecticide, Cologne CategoriesEczacıbaşı Topluluğu Aug 2007 - Oct 2010Istanbul, Turkey* Managed Detan brand transformation focusing on inherited functional benefit; “efficacy”. Led revolutionary packaging change reflecting killing power against insects and a clear sub-category segmentation. Launched Detan Kokusuz Sinekkıran with integrated communication plan. Detan market share increased from %17 to %21,5 in 2 year period.* Spearheaded the launch of nature originated skin repellent Defans Bitki Özlü. Supported with a consistent communication plan, breakthrough innovation boosted Defans market share from %3 to %29 in 2 year period.
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Brand Manager - Margarine CategorySabanci Holding Jan 2007 - Jul 2007Istanbul, Turkey* Managed a wide range of margarine brands Luna, Evin, Hüner, Sabah and Evet targeted for diverse consumer segments.* Discovered consumer insight of “ready-to-use-portioned” margarine. Launched Luna Pratik in 50grx5 mini packs.* Pioneering the functional food trend in category, teamed-up with R&D to launch vitamin and mineral enriched spreadable margarine for kids; Luna Minerella. With 2 consecutive launches, Luna market share increased from %12 to %16.* Supervised and coached 2 brand managers and 1 trade marketer. -
Brand Manager - Culinary CategoriesSabanci Holding Jan 2006 - Dec 2006Istanbul, Turkey* Managed Piyale brand transformation with new brand positioning “pasta expert”, delisted unprofitable and out of focus biscuit and fruit juice categories, led revolutionary packaging design change renovation that is still being used.* Led new pasta range innovation process in parallel with the new plant investment in Hendek, Adapazarı. * Relaunched Piyale with new communication plan. Market share increased by +3p.
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Strategic And Financial Planning SpecialistSabanci Holding May 2004 - Dec 2005Istanbul, Turkey* Prepared all aspects of annual budget, budget revisions, forecasts, and management reports. * Prepared monthly and quarterly financial closures; feasibility of Hendek-Adapazarı plant project and daily ad-hoc analysis
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Marketing SpecialistAlcatel Tr Jun 2001 - Jun 2003Istanbul, Turkey* In charge of e-business applications and mobile phones.* Analyzed the market, competitors and their products. Followed up daily marketing operations and supported sales.
Mert Kokulu, Fcc Skills
Mert Kokulu, Fcc Education Details
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Business Administration And Management, General
Frequently Asked Questions about Mert Kokulu, Fcc
What company does Mert Kokulu, Fcc work for?
Mert Kokulu, Fcc works for Güzel Enerji Akaryakıt A.ş.
What is Mert Kokulu, Fcc's role at the current company?
Mert Kokulu, Fcc's current role is Chief Marketing Officer | Member of Leadership Team.
What is Mert Kokulu, Fcc's email address?
Mert Kokulu, Fcc's email address is mk****@****hoo.com
What schools did Mert Kokulu, Fcc attend?
Mert Kokulu, Fcc attended Boğaziçi University.
What skills is Mert Kokulu, Fcc known for?
Mert Kokulu, Fcc has skills like Marketing Management, Fmcg, Marketing Strategy, New Business Development, Digital Marketing, Marketing Research, Marketing, Strategy, Competitive Analysis, Trade Marketing, Brand Management, Market Analysis.
Who are Mert Kokulu, Fcc's colleagues?
Mert Kokulu, Fcc's colleagues are Murat Yılmaz Balta, Özlem Başar Çıracıoğlu, Sezai Bayar, Bora Olmuş, Latif Taymaz, Ismail Kahraman, Yalçın Güney.
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