Istanbul, Istanbul, Türkiye
Regional Digital Leader at Mastercard, scaling marketing operations across 15+ EEMEA markets. What I do: Build digital transformation programs and omnichannel marketing ecosystems Design and deploy MarTech infrastructures: CRM, DMP, CDP, API integration Lead AI-powered marketing automation and multi-agent orchestration framework Drive cross-functional program delivery across marketing, tech, legal, and sales Background: 10+ years across Mastercard, Sanofi, Unilever, eBay, and Starbucks. Building scalable digital experiences and bridging strategy with execution.
•Led digital transformation across Turkey and Middle East markets, delivering 10+ omnichannel campaigns aligned with global brand roadmaps and strict regulatory compliance frameworks. •Designed audience segmentation strategies and personalized communication flows for HCP and patient audiences, achieving a 35% lift in engagement through behavior-driven, digitized onboarding assets. •Deployed CRM platforms and end-to-end webinar ecosystems, improving stakeholder interaction quality and marketing performance metrics across multiple therapeutic brand teams. •Reduced campaign deployment time by 20% by integrating marketing automation tooling and restructuring workflows through agile project management frameworks.
•Partnered with 10+ brands across four categories to architect consumer journey frameworks, precision targeting strategies, and integrated paid media programs spanning online and offline touchpoints. •Built Unilever Turkey's first-party CRM strategy from the ground up, growing 1st-party data acquisition by 40% and establishing structured lifecycle marketing programs that deepened long-term brand-consumer relationships. •Executed data-driven precision marketing using DMP, DSP, and big data tooling maximizing ROI across paid and owned channels and enabling granular audience targeting at scale. •Developed omnichannel use cases aligned with real-time consumer behavior signals, improving campaign conversion rates by 65% and creating a repeatable performance model adopted across brand teams. •Managed cross-functional collaboration with global and local teams across IT, legal, sales, supply chain, and digital innovation hubs, ensuring program delivery within governance and compliance frameworks.
•Managed lifecycle marketing programs for high-volume seller segments, designing retention and reactivation campaigns that accounted for over 70% of platform-attributed sales. •Reduced customer churn by 18% through segmentation-based loyalty strategies and proactive, behavior-triggered seller outreach programs. •Launched co-branded initiatives that elevated partner brand visibility and customer loyalty, delivering a 30% uplift in campaign engagement.
•Contributed to the digital rollout of the Starbucks Mobile App, supporting a 30% uplift in customer transactions and loyalty program engagement. •Collaborated with Microsoft to implement Microsoft Dynamics CRM, building the customer activity tracking infrastructure, designing automated loyalty campaign scenarios, and integrating email and push notification channels into end-to-end communication flows. •Managed the annual campaign calendar and loyalty budget allocation, ensuring consistent, data-backed customer communication aligned with brand storytelling across digital and in-store touchpoints.