Istanbul, Istanbul, Türkiye
Retail Marketing Manager at Samsung Electronics. 14+ years of experience in FMCG and consumer electronics across sales, marketing, trade marketing and retail marketing. Focused on retail strategy and in-store experience. Former professional swimmer & scuba diving instructor.
• I started working at Pınar Water & Beverages as a Trade Marketing Executive. Initially, I was the sole member of the trade marketing department. However, through the strategies and operations I developed, the department expanded into a four-person team, with trade marketing executives based in Istanbul, Izmir and Ankara, and myself as the team leader. This team was responsible for all active sales channels. • Led the development of all commercial marketing strategies in Turkey. • Managed pricing and competitive strategy formulation for all products. • Oversaw the end-to-end campaign planning, financial feasibility analysis, performance tracking, and reporting for Yaşam Pınarım, our proprietary mobile application, to drive new customer acquisition and enhance customer loyalty. • Led the expansion into marketplace platforms such as Trendyol, Getir, and Yemeksepeti, facilitating the onboarding of 300 distributors under the Pınar Water & Beverages brand, completing technical integrations. • Managed campaign development and performance analysis for marketplace platforms. • Led the development of a new tracking system for Pınar Water & Beverages’ cooling units, enabling point-based monitoring. • Managed Horeca channel investments by optimizing budget allocation, ensuring strategic investments, and analyzing the feasibility of PoP materials and investments. • Partnered with firms like BrandZone and Publins in addition to Nielsen data, transforming campaign insert and pricing analyses into actionable field strategies. • Led the transition from a full-time to a shared merchandising model in the KACC channel. • Led the creation of a sales support team in key regions (Istanbul, Ankara, Izmir, Bursa, Antalya) for the traditional trade channel.
• Reestablished and restructured the long-vacant commercial marketing department. • Organized the complex dealer pricing structure and set standardized guidelines. • Updated outdated dealer signage and vehicle branding with new visuals. • Ensured the adoption of the Pınar Water & Beverages system by previously non-participating dealers. • Managed the production and field deployment of outdoor and printed materials for campaign communications. • Conducted regional analyses using Nielsen and Ipsos data, identifying key action points and developing field action plans accordingly. • Introduced POP materials in the HoReCa channel and integrated them as investment items in location-based agreements. • Collaborated with the Beverage Workshop to create cocktail recipes for the HoReCa channel and organized location-based demo activities. • Designed and implemented merchandising incentive programs in the modern trade channel to enhance visual appeal, ensuring regular monitoring and reporting. • Produced and monitored the deployment of POP materials in the traditional trade channel to improve the visibility of new products. • Developed and tracked incentive mechanisms for the sales team, reporting results to drive motivation. • Conducted financial analyses for dealer transfer processes.
• After graduating from university, I started my professional career at Philip Morris International. During my five years as a sales representative, I was awarded the prestigious ABCD award twice for outstanding performance and won the largest competition in the company’s history. In my three years as a trade marketing executive, I took part in the implementation of the online order project as part of the digital transformation initiative. My region was the first to achieve a 100% transformation, earning me another ABCD award • Designing and implementing all commercial plans within the team, which consists of a Regional Sales Manager and nine sales representatives, and executing these plans in the field alongside the sales team. • Establishing commercial relationships with sales points across the region, regardless of the channel (traditional, modern, HoReCa). • Positioning sales support units for enhanced visibility and ensuring annual agreements are signed through contractual processes. • Negotiating and signing commercial agreements with local chains within my central region in the modern channel while monitoring business results and budgets for all branches outside my region. • Developing brand plans to determine which brands will be supported within the region and managing field execution. • Managing and tracking an active budget, including cash incentives, renovations, and events, to support brand and commercial plans, and reporting business results to senior management. • Ensuring the adoption, monitoring, and sustainability of the online ordering system across all sales points as part of the digital transformation project. • Managed the planning, tracking, and reporting of route and sales point schedules for the regional sales support team
• Conducted direct sales of Philip Morris products in traditional retail channels. • Ensured product availability across all sales points within my region, preventing stockouts and enhancing product visibility. • Maintained the organization of sales support units and monitored their sustainability. • Built and nurtured both professional and personal relationships with sales points. • Consistently achieved annual, monthly, and weekly sales targets. • Developed and implemented a new route planning project to modify the company’s Saturday work system across all regions. Following its significant success in business outcomes, I was honored with the prestigious ABCD Award. • Designed and executed a counter-strategy against a highly successful competitor product launch in my region. Due to its effectiveness and company-wide implementation, I received the ABCD Award for the second time.