Istanbul, Istanbul, Türkiye
A strategic and results-driven marketing leader with over 18 years of experience across a wide range of marketing disciplines, including brand management, digital strategy, communications, and growth. Experience spans multiple industries —FMCG, technology, and investment— and markets, bringing a well-rounded, cross-sector perspective to every challenge. Proven track record of leading transformational initiatives and cross-functional teams, consistently delivering measurable ROI while navigating complex, regulated environments. Brings 11 years of leadership experience. Known for a strategic, analytical approach and a strong focus on delivering consumer-centric, data-informed solutions.
- Spearhead global and local corporate brand communication strategies and implement ATL and BTL campaigns promoting sustainability, technology, employer brand and entrepreneurship enhancing reputation and shareholder value. - Orchestrate integrated digital campaigns across 14 Sabancı Group companies, achieving a multiplier effect in brand reach. - Act as strategic communication and marketing partner, collaborating with group companies and Holding functions. Design a global brand framework for Sabancı Groups’ brands to amplify impact across markets. Build various brands for different business units. (energy, building solutions, insurance, digital) - Introduce digital transformation initiatives such as CRM, Marketing Automation, new Website, Employer App to boost efficiency and engagement. - Initiate the "Sabancı Gençlik Seferberliği" corporate social responsibility project, driving a 360-degree digital-first campaign by coordinating cross-functional teams across 14 Sabancı Group companies. - Led the Brand Communications Team. Foster and manage relationships with key stakeholders, agencies, media partners, and NGOs. - Direct the budget to maximize ROI by leveraging a strategic mix of paid, earned, and owned media.
- Launched and led the brand communications department (team, budget, processes) and positioned Holding as the center of expertise coordinating 14 companies for integrated campaigns. - Established a digital-first communication strategy leveraging social media and content marketing and implemented purpose-driven and integrated campaigns that significantly increased engagement and brand equity across different target groups. - Transformed Republic Day TV commercial communications into a purpose-driven social impact initiative with 360-degree digital activation. Recognized with an international award as it become Türkiye’s largest participatory CSR campaign and differentiated from clutter thanks to integration of 15 companies and 10,000 employees. - Implemented advanced market research and analytics to inform data-driven campaigns and brand storytelling, delivering measurable improvements in customer perception and engagement.
- Redefined IQOS go to market strategy, shifting to a digital and unmanned business model, with data driven channel management based on Reach, NPS and Cost/user. Achieved a 30% cost reduction while increasing business share by +6pp and reach by 6 times. - Led Direct Channels (Retail, Customer Care and Social Media). Developed new channel expansion & partnership strategies. - Managed respective teams’ and retail & customer care staff, business partners.
- Defined strategy to transform tobacco category, from traditional cigarettes to reduced risk products, IQOS. - Implemented marketing programs that generate leads, deliver growth and ROI. Turned the declining new user acquisition trend back into growth and doubled customer acquisition. - Established lead generation engine via salesforce and digitalized consumer programs. Decreased cost-per-consumer by 20%. - Managed respective teams’ and third parties, business partners.
- Led Omni-channel, integrated brand building & communications strategy along customer experience journey. - Developed communication framework, campaigns and toolboxes ensuring effectiveness, content & channel optimization. Significant improvement in Awareness (+10 ppt, reaching 85%); Benefit understanding (+20 ppt, reaching 52%); Relevancy (+17 ppt, reaching 44%); Credibility (+15 ppt, reaching 38%) vs. H2-2018 across all demographic breakdowns. - Managed respective teams’ and third parties, business partners and budget.