Istanbul, Türkiye
Demonstrated history in full-fledged company/general management with a special focus on sales (retail, wholesale, e-com), holistic marketing (brand, product, category, merchandising, sports, influencer, digital), production (apparel & accessories), business development and project management across different markets and channels.
Consultancy on sales (retail distribution, physical channels and e-com), marketing (brand building and management, social media and influencer marketing, digital marketing) and merchandising (production and import) strategies along with organizational process management.
CRO of Beşiktaş JK / General manager to the full-fledged retail & merchandising company of Beşiktaş (BJK Sportif AŞ) leading 200+ employees, 100+ stores and 150+ Mio TRY NS with above 25% profitability. Also being in the executive board and strategy team of the Club working closely with the President. Fully responsible for P&L statement, budget, retail and wholesale business management, concept and product creation (4K+ SKU of apparel & accessories) and go-to-market strategy, global expansion, strategy building and target setting for growth & profitability, growing employees, establishing policies and processes, leading operations.
The role, reporting to VP Marketing Emerging Markets, covers Brand Marketing (Digital, influencer marketing, communications and events), Sports Marketing (Clubs, Assets, Federations, Events), Commercial Marketing (Clubs and B2B sales), Product Marketing (ranging, forecasting, allocating, pricing, sell-in and concept-to-consumer), budgets (Marketing and Sales), Strategic Business Plan and demand planning for Football and Basketball categories which are in a sense sub-brands of adidas (adidas Football, adidas Basketball) at Emerging Markets level. Act as the Head of Category of Football and Basketball across all Emerging Markets (5 clusters, 120+ countries) in the definition of medium and long term objectives for the respective categories. Implement Global Concepts-to-Consumer strategies in a locally relevant way working closely with the Category Leads and Marketing Heads in each sub-market within Emerging Markets, considering different consumer needs and distribution channels. Drive cross-functional and 360-degree Marketing execution ensuring one category voice reaches the consumer today, tomorrow and in the future.
To ensure positive development of adidas brand image, sustainable and profitable business through an adequate Sports Marketing portfolio of individual athletes, clubs, federations and associations supporting brand and category objectives. Makes new contacts, suggests projects and activities, implements them while ensuring efficient continuity of existing operations in order to reach the Sportive Marketing goals. During the process, considers and aims to serve adidas Zone Middle’s vision and mission. • Develops strategic local Sports Marketing plan on all sport categories • Budget allocation and management of all Sports Marketing initiatives • Coordinates contract creation process in close alignment with Legal, Finance departments and adidas Global Sports Marketing (GSM) • Leads all Sports Marketing operations within the area of responsibility (Zone Middle: TR, BG, RO) • Manages key asets' contracts exploiting the marketing rights effectively • Follows and controls the compliance of contract conditions for both the brand and the assets • Leads licensed apparel collection creation process of A Symbols, coordinates the process which includes design & sample development within adidas Global frame in alignment with related assets • Fully responsible for A assets' cash flow & account receivables, buying risk, pre-order collection, order delivery, licensed products’ sell thru performance within given sales targets • Responsible for stock management, product service and delivery on time for all assets • Supervise all Zone Middle sport event related topics in close relationship with Zone Middle PR/Event team • Ensures the expansion of promo- trade model in line with company’s commercial objectives in all sports branches to maintain a successful exposure of brand visibility • Works closely with Brand Marketing & PR on asset and communication activities • Provides input to adidas GSM on local trends, needs and opportunities
• Ranging of adidas Originals and Neo lifestyle category across all divisions and genders for adidas Turkey, Bulgaria and Romania. • Following consumer-centric analytics to understand local market dynamics and develop pricing, positioning and retail intro strategies • Applying global product concepts to local market • Continuous analysis of margins, sell-in and sell-through performance • Periodical forecasting at article&category level • Regular field-visits and trend/competitor analysis • Market research on customer behaviors and consumer trends • Preparation of showrooms as well as new-season concept presentations and products for sell-in meetings • Support local marketing strategies and campaigns lead by Brand & Trade Marketing • Constant feedback of local market dynamics, competitors and customer trends to global business units
Systems Architecture and Business Intelligence Department, Software Engineer. Database analysis and design, database driven web based and desktop applications using MS & Oracle technologies, developing campaign systems and inter-store applications, front-end reporting interfaces on local intranet, project management and outsourcing.