Senior Global Marketing Manager
Defacto
Total years of experience :16 years, 5 Months
Responsibilities
Department Management
- Reporting directly to CEO
- Responsible for all brand communication & retail shopper marketing projects with 7 direct reportees
- In terms of marketing&communication process; managing 320 stores in Turkey and 120 international
stores in 15 countries in MENA & CIS & GCC & Balkans regions
- Prepare the Business Review and Board Meeting reports regarding marketing strategy and action
plans by monthly, quarterly and annually
- Responsible for RETAIL KPIs as Volume, Footfall, Avg. Check Value, Item per check, Basket Analyses, Conversion rate and BRAND KPIs as Market Share, Awareness and Media Reach
- Plan and manage Budget & Marketing Calendar properly ( Turkey and International countries )
- Plan and manage all global and regional marketing projects and shopper activities
Brand Marketing:
Build “Brand Image” and Increase “Brand Awareness” via;
- Identify, build, develop and evaluate short and long term brand strategies
- Manage ATL and BTL communications with Creative, Media, Event and Digital agencies
- Create communication contents and visuals like TV Commercials, Campaign/Promotion Visuals, Seasonal Fashion look model photo-shootings
- Manage all aggrements of brand face processes like TV Ad Celebrities, Digital Fenomens etc.
- Plan, prepare and manage “Annual Brand Communication” strategies and “Marketing Plan” tools
- Social media platforms day-to-day content management and digital marketing launches
- Monitor the market and trends, understand changing consumer attitudes via qualitative & quantitative researches via IPSOS, BHT, Euromonitor tools
- Working closely with E-Commerce team to create consistent brand communication
Trade Marketing:
- Following and executing bi-weekly “Retail Marketing Calendar” with global operation teams in related countries
- Build and develop new traffic generation ideas to the stores considering both customer needs, consumption habits and purchasing behaviors
- Plan and execute category launches using In-store, Digital and Mall marketing
- Plan and manage “Local Store Marketing” strategies as Shopper Campaigns, Mall Marketing etc.
- Create communities to increase brand engagement and store traffic generation
Highlights
- Plan and execute “Defacto” brand’s repositioning and new marketing strategy. (Rebranding Logo, Brand House, Communication Strategy and Annual Plan for both brand&trade)
- Autumn-Winter 2015 (November) and Spring-Summer 2016 (May) Buse Terim Collection Launch
(360 TVC Campaign / +%2market share, +8 point TOM, +9 point TOTAL Awareness increase)
-Omnichannel TVC Launch Campaign ( Apr’16 TVC + Digital / +%17 E-Commerce sales increase )
- Innovative T-shirt TVC Launch ( June’16 TVC + Digital / +%100 sales increase on related SKUs)
- First Jean collection launch with 2 TVC ( Oct’16 and Nov’16 / Increase market share from 0 to %7 )
- REorganization of the marketing team and train them for new strategy
Responsibilities
- Responsible from 3 brands; ÜLKER DOLCIA, ÜLKER İÇİM KIDS and ÜLKER SMARTT
- 3 different categories ( Dessert & Growth Cheese, Milk ) with 30 SKUs
- Prepare the marketing plan, annual budget and communication/media plan for those 3 brands
- Manage advertising strategies (ATL & BTL), create campaigns and promotions
- Plan and execute product launches using marketing communication tools as TVC, Outdoor, Print,
Digital and Event
- Leading New Product Development projects from concept to launch by managing cross-functional
teams as R&D, Purchasing, Planning, Finance, Trade Marketing and Sales
- Tracks consumer and market insights by reviewing metrics such as sales volume, market share,
profit projections, pricing and distribution and preparing monthly reports
-Monitoring sales figures weekly/monthly and take actions like account & channel specific activities
- Works on market analyses, price analyses and consumer research for determining the brand strategy which contributes to business strategy and commercial plans
Highlights
- Plan and execute “Smartt” brand’s repositioning and new communication strategy.
(Rebranding Logo, Creating new character, Brand House, new TVC production )
- Plan Dolcia 2015 marketing strategy and media plan for current TVC, manage digital agency pitch and social media day-to-day content
- New sub-brand strategy was planned from concept idea to brand architecture and product portfolio
Responsibilities
Department Management
- Reporting directly to an Expatriate GM in Turkey and Regional Marketing Director of MENAT
- Preparing and presenting monthly, quarterly and yearly reports to the senior management
and franchise management
- Responsible for volume and profit of categories ( 4 categories& 100 SKU )
- Plan and manage Budget & Marketing Calendar properly
- Managing regional projects in MENAT region
Brand Marketing:
Build “Brand Image” and Increase “Brand Awareness” via;
- Identify, build, develop and evaluate short and long term brand strategies
- Manage ATL and BTL communications with Design, Media, PR, Event and Digital agencies
- Plan, prepare and manage “Annual Brand Communication” strategies and “Marketing Plan”
- Co-operate with global brand teams in USA on “Retail Marketing Calendar”and develop new
contents appropriate for local market needs (%9 sales increase with product portfolio changes)
- Plan and execute product launches using 360 degree marketing communication tools
as Print, In-store, Outdoor, Digital, Event (12 Relaunch + 6 New Product Launch)
- Lead cross-functional teams, internal&external - as Supply-chain, Finance, Sales, Purchasing,
NPD etc.(Acting as Head of Launch projects and lead 5 dept. Manager + 4 agency in each project )
- Plan, develop and lead brand management process including brand positioning, communication
and promotion campaigns considering market needs and competitors
- Plan and manage Sponsorship process (%7 new transaction increase in a year with these projects)
- Manage continuous PR&Blogger communications (%13 increase on brand recognition in target)
- Create, plan and manage all social media strategies and contents(4 platform/%23 increase on
brand awareness in digital media among target group in a year)
- Build and develop CRM and Loyalty strategies considering both customer needs, consumption
habits and purchasing behaviors ( %13 sales increase only via Loyalty program within 1 year )
- Build and manage Customer Services program & CRM based Loyalty card Project
- Responsible for pricing, develop product range and artwork ( NPD - 30 new SKU)
- Prepare & analyse product/category sales mix reports and take required store based actions
Trade Marketing:
- Following and executing “Retail Marketing Calendar” with operation teams
- Build and develop new traffic generation ideas to the stores
- Plan and execute category launches using In-store, Digital and Mall marketing
- Create communities to increase brand engagement and store traffic generation
- Plan and manage “Local Store Marketing” strategies ( 18 different tailor made projects with min.%10 sales increase )
- Establishing instore communication standarts and managing shopper marketing development programs ( “Costumer Experience & Journey Program” planned&implemented )
- Manage merchandising products development
- New Store opening plans ( 38 store opening )
Highlights
- Joint Venture experience from the set-up of the company
- Build all start-up process of brand’s market penetration and network in Turkey
- Establish all communication tools from zero as Instore Experience, Product portfolio.
- Select and set-up relationships with all agencies and other 3rd parties (4 agency/5 supplier)
-Responsible for all brand & communication management with 1 direct report as ABM
- Managing 38 stores in terms of marketing&communication
- I have been selected to "ÜLKER Mentoring Program" for my professional development
- I've been assigned as Board of Director of Youth Platform of Yıldız Holding/ÜLKER.We, as a group
of 20 young employees, consults for Ülker brands, HR policies & Corporatecommunication to make
them think about more for youth.
Reporting directly to Marketing Manager
- Coordinating relationships with Creative, Media, Event, Digital agencies and Promotion suppliers
for six different B2C and B2B brands.
- Implementing marketing plans and product launches which are planned by MarCom team in
Germany and supporting MEA countries for regional marketing plans and campaings,
- Planning, developing and managing digital marketing strategies as SEM & Social Media
- Managing all process of artwork design & production
- Developing CRM system and managing all process of E-mail marketing ( Trained in Germany as Turkey representative and established the system in Turkey)
- Responsible for managing attendance of trade show organizations and congress,
- Creating, developing and updating web pages of responsible brands ( Adhesive Division - 6 brands)
- Planning and implementing web-based projects,
Compulsory Military Service
TELPA is the main registered distributor of SAMSUNG Mobile Phone TURKEY.
Responsible for visiting retail GSM stores for;
- Give marketing trainings regarding current promotions and campaign to inform customers and increase campaign redemption rate.
- Analyse the stores' Local Store Marketing needs
- Report material needs of the store and increase visibility of the campaigns and products.
Reporting directly to Category Brand Manager
- Coordinating relationships between Creative, Media, Event agencies according to
ATL & BTL communication strategies of Mr.Muscle and Pronto brands
- Executing promotion campaigns with the coordination of trade marketing and sales
- Monitoring market, analyzing competitors and reporting
- Managing all process of artwork design & production
- Responsible for full launch of Mr.Muscle Cream (Research, Packaging, TVC / +%12 market share)
- Responsible for full launch of Pronto 10lt size (Research, Packaging, Outdoor / +%8 market share)
- A member of “Vodafone Youth Project” planning team and implement activities in universities to increase brand awareness as a Brand Representative.