Head of Product Management
Pluxee
Total years of experience :21 years, 10 Months
- Pluxee (ex Sodexo BRS) help companies to build distinctive Multibenefit, Employee Experience, and seamless Mobility & Expense Management solutions to boost employee engagement within workplace and drive business success.
- Leading team of product managers and product owners; setting up product vision and strategy roadmap, assuring timely delivery of scrum teams, business & partnership development, product marketing efforts with having P&L responsibility.
- Responsible of B2B2C Fintech products including meal, gift, mobility, multibenefit and employee engagement platforms having both mobile app and web channels.
Hands-on business consulting and training services for B2B and B2C organizations:
Go to market strategy design and execution
E-commerce strategy design and execution (organization, way of working & processes, KPI dashboards)
Lead generation & nurturing, online and tele-sales conversion optimization
Customer data analytics, segmentation and product/service offer development
Digital customer experience and digital marketing (E-mail, Google Ads, YouTube, FB/Instagram, Programmatic & marketing automation, budget allocation and ROAS - return on ads spend optimization)
Key projects:
- Market entry strategy for a new product category and digital marketing activities for Turkey’s Leading E-commerce Platform
- Digital perfection strategy setting and e-commerce sales boost activities for a market leader Baby & Child Care retailer
- Brand awareness & positioning design and digital communication activities for a challenger E-commerce Platform specialized in personalized consumer products.
- Customer persona definition, value proposition and product/service offer design for an Enterprise Software Company
• Avansas.com is a market leading B2B oriented e-commerce platform for office supply, having more than 330K customers
• Leading more than 110 sales&marketing professionals, managing $70M yearly sales revenue and $4M marketing budget
• Regional field sales and telesales operations management for SMEs and Key Account customers
• Managing traditonal (TV, Outdoor and Radio) and digital marketing channels (SEM, SEO and Social Media) for lead generation, nurturing and acquisition activities, and marketing automation scenarios for customer engagements;
• Assessing customer&market insights and customer experience by using market research and data analytics methodologies; market and competition analysis, focus groups, NetPromoter Score, churn prediction and cross/upsell analysis etc
• Product management, strategy roadmap setting, UI/UX optimization activities for web and mobile e-commerce platform.
Key achievements:
• 4% MoM sales revenue growth and 35% YoY increase at new customer acquisiton
• 100% brand recognition score increase and 72% rise at Google trends within 3 months periood
• 360 degree ATL campaign launch for brand awareness, with using tradional (TV, Radio and Outdoor) and digital channels.
Ofix.com is an ecommerce platform for business office supplies and having more than 30K business customers
Leading 8 marketing professionals and managing marketing budget for ecommerce platform and field sales operations
Leading Digital and Offline marketing, campaign & offer development, lead generation and nurturing activities
Managing Trade Marketing activities, promotions and campaigns while building partnerships with product suppliers
Developing data driven marketing strategy; defining customer segments and allocating digital/offline marketing budget accordingly for; PPC, Social Media, TV, Radio, Outdoor channels
Monitoring KPI’s; acquisition/engagement/retention activities and revenue for specific customer segments, campaign performance, lead generation numbers and sales conversions
Key achievements:
Improving ROAS -return of ads spent- for PPC channel by 300% within 3 months period and presented as a best practice at European Search Awards 2018
Developing a welcome package campaign for new customers in cooperation with 8 retail brands, reached more than 500K potential business customers from digital channels and increased customer acquisition by 25% MoM
Planning and launching a 360 degree brand relaunch campaign from; Outdoor, TV, Radio, Digital (PPC, Youtube, Social) channels helps Ofix.com to increase brand awareness by 12%, users by 400% and conversion values by 123%. Published as a campaign best practice at Think with Google. http://bit.ly/Ofix-ThinkwithGoogle
Responsible of marketing activities for B2B and B2C segments, 75K enterprise customers and 18M job seekers, and $25M revenue - %28 YoY growth - and $3.5M marketing budget
Leading 70 marketing professionals within 5 teams; Segment management, Product Management &UX, Customer Experience and Customer Care, Sales Development, Digital Marketing & E-commerce and Marketing Communications
Significant achievements;
- Organizational restructuring of marketing team around customer centricity, analytics & insight driven mentality, and strengthen leadership position of marketing team within company
- Successful launch of an ATL acquisition campaign, welcome packages, for specifically targeting SMEs and increased new company acquisition numbers by %35
- Management and allocation of marketing budget for business and consumer segments across offline and online marketing channels; PPC, SEO, Content marketing, Social Media, TV, Radio, outdoor activities and event marketing
- Simplification of tariff portfolio, restructuring pricing scheme to improve customer value
- Salesforce optimization with analytics driven lead prioritization and nurturing with sales tools and intelligent forecasting
- Defining customer journey for new & existing customers and designing customer engagement scenarios with using; marketing automation tools (e-mail/sms/push notifications), A/B tests, UX customer interviews
- Renovation of e-commerce web site and optimization of engagement flows, boosting customer acquisition by %225, and YoY total online revenue by %30
- Leading product strategy (iOS & Android App, web) and development activities with agile methods and orchestrating go to market scenarios for two new revenue streams; executive and blue-collar job classified apps (www.isinolsun.com)
- Simplification and redesign of ATS-Applicant tracking system interface, user flows for web & mobile sites and Apps
Member of board of directors and business excellence program leadership for Internet businesses with $50M yearly revenue;
- Job/property/car classifieds: Kariyer.net, emlakjet.com, arabam.com
- Online insurance brokerage: Sigortam.net
- Travel & Hotel booking: Neredekal.com
- E-commerce and Price comparison platforms: Cimri.com, Unnado.com, hangisi.net
Project highlights:
- Customer lifetime value modelling
- Customer segmentation, go to market modelling (product & pricing) and sales channel optimization
- Online lead generation and sales prioritization with analytical models
- Digital & BTL marketing campaign design for better ROAS and sales conversions
- Business processes and operations way of working redesign with technology renovation (Call Center technologies, Workforce Management-SalesForce, CRM etc.)
Achievement highlights: 70% YoY sales growth, more than 25% operational efficiency increase, 4x times greater sales conversion, %15 cost reduction at sales operations with online sales initiatives.
Jun’14 / Apr’15 Sigortam.net, Acting CEO (online insurance brokerage company - iLab Ventures group, www.sigortam.net)
Overseeing company level - 300+ employee organization- operational & sales figures for telesales, online sales and digital marketing, and achieving yearly sales targets 10M$ net revenue with 50% YoY growth.
As a key member of TMT management consulting practice, involved in million-dollar business development & offer development activities across Middle East & Asia region and supervised projects delivery.
Project highlights:
- Mobile internet market research in 12 countries and developing go to market strategy for Asia Pacific Telco Group Subsidiaries, Singapore
- Boosting revenue with customer analytics driven campaign design with an annual revenue target $200M - Mobile Operator in Kingdom of Saudi Arabia
- Organization and market readiness assessment for Corporate service offerings (Cloud, M2M, Data services) developing business strategy with feasibility studies - MEA Telco Group subsidiary in Oman
- Carrying out a company-wide organizational readiness for mobile number portability; developing marketing campaigns and operational strategies with execution plans - Challenger Mobile Operator in Azerbaijan
- As an internal assignment, Business transformation leadership of Ericsson Region MEA; designed go to market strategy and org. structure for presales service lines and assisted to VP Engagement Practices during initiatives execution at regional level.
- Development of sales pipeline with client engagement activities and value creation workshops in Region MEA (22 Countries, including Turkey, UAE, Qatar, KSA, Oman etc.)
- Coordinating partner ecosystem for M2M, Cloud, Messaging, Enterprise Services and Managed Services in Gulf region and driving partner negotiations for million dollars budgeted Telecom bids
As a Telecom industry subject matter expert, owned various management roles during business development activities and consulting projects delivery.
Project highlights:
- Customer segmentation refreshment and segment investment planning - Incumbent Mobile Operator in KSA
- Customer risk segmentation and competitive strategy setting with initiatives execution - Incumbent Telecom Operator in Turkey
- Managed a portfolio of value added services lifecycle with P&L up to $5M yearly
- Value proposition development to execution of tactical marketing activities for M2M, Hosted solutions, IPTV, Push to talk, Instant Messaging, Content Services, Video&Music on Demand, Mobile E-mail and many other Value Added Services.
Coordination of project implementation steps, starting from product ideation activities to market launch;
− Identification of trendsetter ideas and customer need analysis
− Business feasibility analysis and functional & technical requirement set definition
− Overall coordination of internal project teams & 3rd party suppliers during execution and market launch
− Feature and commercial optimization of products after launch
with scholarship
with %100 scholarship