Sisli, Istanbul, Türkiye
User, Subscription & Ads Marketing
- Co-led a team to develop long-term (PS5) and annual brand & portfolio strategies. - Built and executed brand marketing initiatives for profitable and sustainable growth by closely working with x-functional teams. - Monitored consumer behaviors via U&A, concept/product testing, price & promo conjoint, ad testing. - Managed digital communication strategies including building new platforms and leading digital advertising campaigns. - Developed the Nutella crisis communication plan, and implement it with locally relevant actions. - Monitored consumption and results to ensure effectiveness of marketing activations. - Responsible of creative agencies selection through pitch process. - Managed annual brand budget.
- Developed and implemented Kinder marketing strategy. - Managed the portfolio through identification of market needs, and lunched new products by closely working with the departments of trade marketing, sales, finance and supply chain. - Built communication campaigns in 360 by planning and executing ATL, digital, mobile, OOH and PR. - Monitored consumer behaviors via qualitative and quantitative research such as customer segmentation, concept/product testing, price & promo conjoint, ad testing, etc. - Oversaw brand budget.
• Developed brand strategy for Milupa Aptamil – involving 6 categories with a total revenue of € 100 million per year. • Monitored consumer behaviors via qualitative and quantitative research such as customer segmentation, touch point study, concept/product testing, price & promo conjoint, ad testing, etc. • Explored opportunities for growth, and working with R&D team to bring innovations to market. • Planned and executed consumer communication strategy and marketing plans with ATL, digital, BTL, PR. • Led x-functional teams consisting of medical, trade marketing and sales with the aim of achieving a 360 implementation of marketing plans. • Managed digital communication strategy including selecting a digital agency through pitch process, building a new website -CRM system and leading digital advertising campaigns such as search engine, social media, display, and RTB. • Prepared and followed up media plans with media agency.
• Contributed to lead base business including Infant Formula & Follow-on categories. • Conducted category education campaign including production of a public spot. • Managed portfolio, packaging and pricing activities. • Prepared business cases for various innovations initiatives, and managed brand P&L. • Monitored performance of the categories and competition.
• Analyzed brand performance and monitored competitive activities through Nielsen and B2B. • Identified issues and opportunities and prepared strategic reviews. • Managed brand budget: phasing, billing and invoicing marketing expenses. • Coordinated between business partners including agencies, suppliers.