Istanbul, Türkiye
Marketing Director | Brand Builder | Growth Strategist Marketing and growth leader with nearly 15 years of experience in scaling consumer brands through strategic marketing, product management, retail expansion, and omnichannel growth strategies. Proven track record in transforming challenger brands into high-growth market players through data-driven decision-making and commercially impactful brand building. Experienced in brand management, product strategy, growth marketing, commercial planning, and P&L management within highly competitive retail environments.
Puffy | Marketing Director Leading the end-to-end marketing, growth, and commercial strategy of Puffy, one of Turkey’s fastest-growing challenger brands in the sleep category. Responsible for brand management, product strategy, retail communication, customer acquisition, and omnichannel growth operations. Key highlights include: • Scaling annual revenue from TRY 196M to TRY 1.2B within four years • Increasing total brand awareness from 32% to 68% • Expanding retail reach through Divanev, Migros, and BIM partnerships • Driving 12x online revenue growth through integrated growth marketing strategies • Launching the “100-Night Trial” campaign, contributing to 34% YoY mattress category growth • Supporting international brand expansion through the Turquality program
Led product management and category growth initiatives for Puffy, enhancing product strategy, optimizing portfolio, and driving profitability and growth planning. • Developed product and growth strategies aligned with long-term commercial objectives. • Led product launch processes and category expansion initiatives. • Managed pricing strategies and profitability analysis, optimizing revenue through targeted projects. • Developed online growth initiatives across e-commerce and marketplace channels. • Directed domestic and international fair participation processes. • Played a key role in the growth and scaling strategy of Puffy during its expansion period.
Restructured the Lova Yatak brand across product, communication, and growth strategy. • Managed brand positioning, product architecture, pricing, and launch planning to enhance market presence. • Directed annual ATL, BTL, and digital communication strategies to strengthen brand visibility. • Developed mid- and long-term brand strategy frameworks.
Led category management operations for Yataş Bedding, Yataş Mini, Puffy, and Yataş Europe brands. Contributed to the creation and development of Puffy and Yataş Mini brands.
Managed product portfolio, positioning, pricing, launch, and growth strategies across core product categories.
Supported product management, pricing, reporting, and category development activities.
Coordinated procurement planning, stock optimization, supplier engagement, and sales reporting for telecom category.
Improved quality and compliance processes in line with JCI and international healthcare quality standards.