Istanbul, Istanbul, Türkiye
Marketing professional in FMCG with 18+ years of marketing and communication experience in Turkey and globally. Passionate about growing brands by developing and executing strategies based on validated insights. A team-oriented leader with a strong results-driven mindset. Experienced in brand management, trade marketing, research, pricing, market analysis, CRM, media, B2B & B2C marketing, retail, digital & e-commerce, new product development, and international projects. For the past five years, I have specialized in building brand awareness and driving market share growth for start-up companies.
Reporting to the Business Executive Officer of paper & personal care & baby care & diaper business unit. • Responsible for; category marketing management, creative agencies, and research agencies • and export markets (MEA-EU-US) new product development and price&promo • Responsible for e-commerce development and digital marketing for all Komili products (personal care, baby care, wet wipes, and paper products). Launch the Komili Bebe website and execute e-commerce and adaptation for SEO • Analyzing Nielsen reports monthly and reporting to top management and sales team • Analyzing Mintel and global trend reports and presenting to top management and research team • Launched Komili Soft wet wipes, increased the volume and market share by 200 bps vs. PY, and became a market leader • Launched Komili Soft Body Cleaning wet wipes and increased brand awareness from 75% to 85 %. (First place in the market) • Listing new affordable premium liquid soap shower gel to BIM, ŞOK, and achieved 10 % growth. • Relaunched Komili shampoo and shower gel products and increased the brand’s performance in the market.
Reporting to the marketing director • Responsible for Sütaş brand dairy categories conjoint study as a strategy lead; after conjoint study Ayran category launched 2,5 lt in the NKA channel, and volume increased by 35% vs. PY, the yogurt category launched premium gourmet yogurt, the pudding category launched 500 ml product • Analyzing Nielsen report by weekly (scantrack) and monthly Nielsen retail panel to top management and sales&marketing team • Reporting Mintel trends and presenting the latest global and Turkey trends to sales and marketing team • Responsible of ayran and yogurt categories all ADHOC studies( U&A ,shopper, adlab,BHT, blind test , online studies) ,support Ayran categories “kendil ol,doğal ol” campaign
Reporting to the Marketing Director in Turkey and dotted line to Consumer Insight Director in Paris. Managing the research budget over 3 Mio TL • Coordinating marketing/sales tracking, AD-HOC and validation research of all Nestlé Turkey categories (water, Ice tea, Sparkling Water( 8 Brands and over 50 SKU) • Extensive experience in using AC Nielsen Nitro software for off-take, market share, pricing, distribution reporting. based on Nitro, reporting monthly retail panel and preparing montly report to MANCOM and sales, marketing team. • Initiated Brand Health and Communication tracking for Nestlé Turkey • Leading all advertising &campaign pre-test& post-test research. • Became the global champion in applying Shopper research for TR Nestlé water brands; NPL and Erikli (The project is appreciated as "best practice" and is replicated in other countries) • Became a global champion with "Erikli Big Idea" research and consumer insight project, after applying those results won “Love Mark” and “Kırmızı Ad” awards • Responsible of providing insight for innovation (New Product Development and Existing Product Development), pricing, distribution, communication and sales alongside marketing. (After those reports we launched ice tea and sparkling water brands) • Reporting Turkey category/brand performances to the region based on Nielsen data and Ipsos panel to Global Nestlé. • Managing and tracking global based research project for Turkey • Realizing competitor analysis for all categories/brands of NW Turkey and recommending on sales and marketing strategies. • Leading and execute perfect store execution study and track/reporting to sales team and CCSD ; according to this study related regions has won 650 Bps in volume share,860 Bps in value share in 2015 vs PY • Initiated Customer Satisfaction Study since 2009 and execute the results according to report since than we won “TMME” awards
Nesfit-Erikli-Nestle Pure Life-Alaçam