Umut Melek Email & Phone Number

Dubai, Ae

Dubai, United Arab Emirates

Barcelona, Catalonia, Spain

Reporting to Managing Director Western Europe- managing Iberia, France & Belgium brand portfolio with a focus of excellence in brand activation deployment. Development of locally relevant brand communication and activation (Dec’21-Apr’22 / May’23- present)

Amsterdam, North Holland, Netherlands

Reporting to CMO Europe development of Pan European campaign for European big bet. Coordination of more than 15 countries across Europe.

Barcelona, Catalonia, Spain

Dubai, United Arab Emirates

-Reporting to CEO of Rani Refreshments - managing Rani brand equity across all territories focused particularly in Saudi Arabia, UAE, Jordan, Egypt, rest of GCC and North Africa-Managed end to end brand transformation through strategy development 2020-24 and implementation with heavy agenda of portfolio transformation & communication platform development-Brand identity revised and set properly, brand visual identity system changed implemented fully.-Led digital marketing transformation with digital first agenda both on consumer interaction & internal transformation of data-Led and implemented Sugar tax response on portfolio with agility resulting in positive financial impact & market share gain-Manage and oversee more than 15 countries brand activation calendars and actively involved in new territory development task forces

Barcelona Area, Spain

• Leading Knorr and Maizena brand portfolio across several savoury & sweet food categories • Responsible both for innovation & activation for all portfolio brands including local initiated projects• Succesfully led several transformational innovations combining local and european initiatives.

Barcelona Area, Spain

Manage, centralise & coordinate marketing activations for Distribution Partners across three regionsEMEA, APAC and LATAM.• Continuous communication with Global Brand Leadership teams to satisfy needs of DistributorPartner markets.• Successfully coordinated regional Business Plan 2017 and prepared& presented Global DistributionPartners Strategy & Plan for 2017 to Global Management.• Together with GM, developed & presented to biggest retailer partner to activate better our brands.Also achieved to launch Revlon brand in one of the key cosmetics market (white space)• Prepared and presented various improvement plans (how to improve our NPD planning),implemented new initiatives (regional trend & NPD overview to global, business coordinationmeetings in EMEA)• Represented Distributor Partners in several senior meetings such as General Managers Meeting inMiami, Marketing Leadership Meeting in NY, Budget Presentation in NY.• Managed interim portfolio of local & global Hair Color & Hair Care portfolio such as Llongueras, Flex, Revlon Colorsilk for Spain (Jul 17-Jan 18)

Barcelona Area, Spain

Managed all breakfast biscuits portfolio in Iberia blended with local and global brands with a team of 5 people. Responsible for overall business coordination for biscuits in Portugal.Core team member representing Southern Europe countries in European Steering Team Belvita breakfast brand! Managed several digital marketing campaigns and traditional communication campaigns.

Barcelona Area, Spain

Managed breakfast biscuits portfolio for Spain under legendary brand FontanedaLaunched new breakfast proposition,Belvita, successfully in mature breakfast biscuits market(best in class in inno ranking, great in MS, penetration and repetition growth).

Barcelona Area, Spain

Managed merienda portfolio for Spain including Oreo, Chips Ahoy!, Milka BiscuitsPrepared and launched Oreo Double Stuff innovation for Europe totally incremental to base business; representing 70% of brand’s growth in 2011. EU Award on Merienda Turnaround.

Barcelona Area, Spain

Managed Oreo and Chips Ahoy! brands for Spain.Developed full program for Oreo to ensure turnaround in crisis environment resulting best SOM results in base business since 2007.Winner of EU Integrated Marketing Communications Award in “Sustaining&Improving Brand Equity” Category.

Düsseldorf Area, Germany

Responsible for several regional & international brands for Europe: Denivit (Europe), Vademecum (France, CEE), Antica Erboristeria (Italy)International brand management for 26 countries for different brands while launching 5 new products and developing 4 new communication.

Istanbul, Turkey

Responsible for Hair Care category in Turkey•Increased market share in hair dye category from 12.8% to 14.1% exceeding turnover objective by 27% on top.•Relaunched Schauma & Taft brands and made 4 line extensions in Gliss leading MS increase.

Istanbul, Turkey

•Successfully relaunched Vital Colors and launched Palette coloration brands in Turkey increasing Schwarzkopf MS from 5.1% to 12.8%. •Organised and followed up direct marketing activities; prepared evaluation reports for Sales Force.

Bachelors, Economics ( In English)

Activities and Societies: AIESECEconomics (in English)

Digital Business Executive Programme, Digital Business

Digital transformation of business

Certificate, Social Media Strategy: Creating Engagement, Insight And Action