Manolya Yazgan

Marketing & Operational Marketing Responsible
Adapting the global brand strategy and preparing the local brand plans through combining the inputs from diversified functions in the Value Chain.
In terms of marketing budget; getting align with and distributing the monthly/annual budget plan according to the determined KPIs and keeping track of the marketing measures. Moreover, managing and conducting the annual marketing budget in line with ATL and BTL strategies as well as P&L.
Executing marketing communication strategy according to the planned global marketing mix; working in collaboration with the global marketing, operational marketing and digital marketing teams.
Conducting and managing the process of customer-based, medical-based, POS and promotional materials from beginning to the end point; negotiations with vendors for costs in line with P&L, developing creative, design and artworks, coordination of warehouse, supply chain and field team.
Driving marketing plans and implementation as well as conducting the budget: Coordinating and working in collaboration with the external agencies for the communication channels; PR, social media, digital and creative agencies.
In terms of the Customer Insight; develop and execute creative mindset for the local marketing strategy in accordance with the global marketing plans; preparing visuals, advertisements, leaflets, managing and conducting video dubbing for digital advertisements, as well as the operational marketing plans; designing and preparing the visual creative of copacks, coffrets, counter top displays, stands, promotional packs, POS concerns.
Considering PR actions; planning and executing monthly/annual PR plans and budget; advertorials and advertisements (both online and offline) in accordance with the PR agency.
Implementing Product/Category Relaunch process in a 360 degree marketing concept.
Achievements: (http://gold.ajanspress.com.tr/linkpress/7xOIew4aWqbXBz3-XFjXDQ2/?v=2&s=44553&b=965061&isH=1〈=tr)
Regarding Social Media actions; in accordance with the Action Plan, arranging and managing the monthly contents/posts prepared by the agency. Furthermore; conducting the brand specific customer-based competitions held in Social Media accounts (Preparing the competition process, producing the #hashtag, managing the gifting system):
Achievements: (https://www.facebook.com/mustelatr/photos/a.316474141713748.92418.315964545098041/1347270718634080/?type=3#)(https://www.facebook.com/mustelatr/photos/a.316474141713748.92418.315964545098041/1393773093983842/?type=3)
Developing the Marketing plans and implementing the structure in accordance with the Regulatory issues of Turkish Ministry of Health.
Preparing and executing the marketing presentations throughout the monthly meetings in a Topline manner.
In collaboration with Supply Chain, Field Sales and Medical Teams; conducting the monthly/annual sample budget in both value and volume measures. Moreover, conducting the alliance with Present Service; managing the whole process for preparing a new sampling system within the existent pack.
Giving support and working in collaboration with the Medical and Training functions during and throughout Medical Congresses.
Regarding the Market Research; analyzing IMS and U & A (Usage & Attitudes) data for brand performance.
In terms of Operational Marketing; for proliferation and enhancing the global POS strategy to adapt locally, executing country-based field visits. Furthermore; organizing and executing creative mindset and campaigns regarding POS to enhance sell-out and brand awareness.
Executing Category Management (Catman) and Planogram in relation with category based sell-in performance.

Success Award, 12/2016

*In collaboration with Campaign Planning Team, coordinating evolution/growth and category gross sales data analysis in order to take actions with the team
*Working with Digital Team; enhancing the sales of activity specific products within a Campaign
*Preparing visuals in cooperation with the Design team by directing them

Mainly supporting the development of national trade marketing strategy and operational activities across various sales channels in accordance with price, promotion, placement and product.
Working primarily in close relation with Trade Marketing Category Manager as well as Director and marketing team to develop annualized business plans for the specified categories based on quantified analysis and brand dynamics.
Working in close relation with Supply Chain and Demand Planning teams regarding S&OP (Sales & Operations) issues such as stocking, production predictions and forecasts.
Working closely with Sales team in order for supporting any of their necessary requirements and developing customer activities in alignment with the trade marketing plans. Accordingly, the following circumstances are considered; market share data acquired via AC Nielsen, category YTD sell-in/-out performance, outlook and forecasts, competitor analysis, focus groups and customer strategies of divergent sales channels.
?Being a part of the category cross-functional team and a key leader for developing, giving insight and executing POP/displays/in-store activities, which exist in order for enhancing the sales by value as well as by volume to reach and even exceed the specified targets, via working with several Agencies throughout the execution process.

Mainly assisting Key Account Managers within Customer Products Division (CPD); opting for new solutions and in a quest for new opportunities in order to enhance and aid the strategic choices of the sales team
Considering self-improvements, the key responsibilities are respectively as follows; sell-in/sell-out analysis, share of invoice, monitoring, directing, and executing in-store as well as insert activity analysis, aiding to maintain and develop sales strategies in line with sell-out analysis, international and local data synchronization, sustaining the removal of products from stock listing and developing the execution of new launches in collaboration with the customers, market share analysis in comparison with the competitors within the distribution infrastructure of international accounts channel.

Through the time interval of internship, Production Facility, Filling and Packaging, Quality and Control Laboratory and Research and Development Laboratory of both the foam and dust construction chemicals, sealants and adhesives were observed. In Production Facility, machines utilized, policy of purchasing raw materials, policy considering waste materials and inconvenient products, shipping and storage operations as well as planning of the production unit were studied in order for analyzing the process more deeply. Moreover, in R&D and Quality Control Laboratories, the practices done for product development and tests done for controlling the products was learned. Furthermore, as to consider the whole unit, it is observed that Turkish Henkel pays extreme attention to the practice of 5S, environmental policy and protection, labor safety and health procedures. This refers to the fact that it takes every action with the aim of protecting its own workers and environment. In a general manner, the manufacturing process of a well-developed company was studied in details.

The main purpose of the internship was to study formulations of chemical products. Through the interval of internship, Production Department, Filling and Packaging Department, Quality and Control Department and Research and Development Department of B’iota were examined. In R&D Department, formulations of cream, foundation, shampoo, anti-acne gel and cream, serum, hair gel, sun cream, roll-on and face cleansing gel, were observed through both hot and cold processes as to achieve the aim. What is more, techniques of these processes and stability testing were learned. As a whole, the information on how a company manufactures was observed in details.