Istanbul, Istanbul, Türkiye
Took part in a migration project of a Bulgarian leading Bank as a portfolio migration expert. Managed a portfolio migration project of a leading fintech company in Turkey and gave onsite consultancy as an embedded source. Was instrumental to ensure right campaign decisions were taken for fast migration by maximising cross border volume with minimum customer complaint. Led marketing and communications of a fintech company in Turkey. Managed all marketing activities, including portfolio management, business development, digital marketing. Designed efficient campaigns with high response rate with strategic partnership and tripled the number of members, increased 50% cross border volume.
Managed payment systems projects for a leading bank in Turkey. Initiated and participated in the implementation of business card conversion project (issuing business card to appr 35,000 potential retail customers). Participated on implementation of a purchase card project in various fields including pricing and documentation. Made a benchmark of SME products and gave consultation on potential new product facilities on top of payment system products Analyzed and contributed to cost cutting initiatives. Shared best practices in the market for process improvements and growth opportunities.
Built up Commercial Cards Portfolio Management Department in SME Banking, based on KPI management. Turned around the “Bonus Business Credit Card” product which had negative P&L by taking various actions. Segmented commercial credit card customers based on different activation criteria. Decreased attrition rate by %9 in last two years and according to MasterCard Benchmark, DenizBank ranked as “Best Performed Bank” in sector in 2016 and “Second” in 2015 at this KPI. Developed the feature of Post - Transaction Installment and Transaction Delay via automated SMS and created considerable commission income. Developed the feature of ‘Cashback for Spending Commitment’.
Built up card retention module based on 4 different segments according to customer profitability, including different offers for each customer segment to minimize card cancellations. Built up card fee rebate module based on different offers including cross sell activities for different segments, to minimize rebates and increase commission income. Segmented credit card customers based on different activation criteria. Managed activation, usage and retention activities by campaign management for each segment through different channels. Managed portfolio, profitability and set strategies to achieve outstanding balance, fees&commissions and interest income target. Created new commission items such as delay payment notification fee to increase commission revenue. Increased activation ratio by %4 in 2012 and by %6 in 2013 Decreased attrition rate by %6 in 2012 and by %12 in 2013 With effective portfolio management, outstanding balance has grown %51 in 2012 vs market %32 and %32 in 2013 vs market %22. Market share is increased by 10 bps in 2013.
Developed the feature of EFT from credit card and launched the campaign of balance transfer based on this feature. Designed and managed an acquisition campaign of Advance Bonus loaded cards, first in the market and doubled the card sales during the campaign period. Launched installment cash advance and increased the volume %23 while the market growth was %9 between 2009 and 2010. Launched host based campaigns (statement delay, transaction delay, extra installment..) Took part in the ‘Bonus Card’ Project Team during partnership process, led relations with Garanti Bank and managed the conversion process from Maximum to Bonus.
Took part in the ‘Maximum Card’ Project Team during partnership process and coordinated relations with Is Bank. Managed card selling process of branches and designed campaigns for the branch staff to increase card sales, activation and volume. Launched virtual card. Conducted marketing activities to existing Bank's customers (like credit customers) through database marketing. Developed a reward program ‘Oyak Puan’ based on a gift catalogue and special web site oyakpuan.com Developed and launched travel assistance service ‘+destek’ Took part in the ‘Credit Card Conversion Project Team’ in merging different card systems, card design and all marketing materials of 6 Merging Banks after the acquisition of Sümerbank.