Profile
Innovative marketing and collaborative leadership cross functionally. 13 years experience in top FMCG companies, at global and local levels across snacking and beauty categories. Expertise in marketing strategy, 360 brand communications, full cycle innovation, P&L management and leading high performance multi-disciplinary teams.
Bachelor’s degree in Economics in University of Istanbul (’01), multilingual -spanish, english, turkish-, fluent. Italian-, intermediate.
Professional Experience
MONDELEZ INTERNATIONAL. (Barcelona, SPAIN)
Feb 09- Sep 15
Mondelez International (old Kraft Foods) is one of the world’s largest snack companies with leading market shares. Its leading brands include such as Cadbury, Milka chocolate, Oreo biscuits, Trident gum.
Marketing Manager Breakfast IBERIA/Member of EU Belvita Steering Team (5 reports) (Sep 14- Sep 15)
• Managing all breakfast biscuits portfolio in Iberia blended with local and global brands.
• Responsible for overall business coordination for biscuits in Portugal including financials, Marketing budget, country sales team relations. Developed a turnaround plan to grow the category +6%.
• Implementation of 1st Pan-European Marketing Activation for Belvita including extensive use of traditional & digital marketing tools(as of Feb’15).
Marketing Manager Breakfast Biscuits Spain (Jan 11- Apr 14)
• Launched Belvita successfully in mature breakfast biscuits market(best in class in inno ranking, great in MS, penetration and repetition growth).
• Implemented tough portfolio decisions achieving significant improvement in margins (+51%) while relaunching the full range with new value proposition.
• Member of European Steering for Belvita & Lulu Brands representing Southern European countries.
• Leader of Pan-European supply chain & business combined simplification project team (more than 15 team members) presenting in most senior platforms in Europe.
• Marketing lead of cross-functional client team for Mercadona achieving several listings.
• Values in Action Award Winner “Lead from the head & the heart” from Mondelez EU.
Marketing Manager Indulgence Biscuits: Oreo, CA!, Milka Biscuits (3 reports) (Jan 10- Jan 11)
• Prepared and launched Oreo Double Stuff innovation for Europe totally incremental to base business; representing 70% of brand’s growth in 2011.
• Created & executed strong PR campaign for Oreo brand with strong media coverage; increased TOM awareness, Best Child Event PR award.
• Developed a new communication for Chips Ahoy & re-branded Petit Ecolier under Milka to prepare future.
• EU Award for “Merienda Turnaround”.
Senior Brand Manager Oreo & Chips Ahoy! (2 reports) (Feb 09- Jan 10)
• Developed a new communication strategy & TVC with best SOM results in base business since 2007.
• Launched a value format under Oreo brand to compete against PLB.
• Winner of EU Integrated Marketing Communications Award in “Sustaining&Improving Brand Equity” Category.
HENKEL (Local & Headquarters Experience)
Oct 02-Dec 08
Henkel operates worldwide with leading brands in laundry& home care, beauty care and adhesive technologies and owner of some leading brands such as Persil, Schwarzkopf, Loctite.
International Brand Manager – Oral Care, HENKEL KGaA / Germany
Nov 06-Dec 08
• Relaunched 3 brands and launched 5 new products (C2M) including first mass bio toothpaste in French market.
• Coordinated & monitored the performance of more than 26 countries for different brands.
• Developed communication strategies for Vademecum and Denivit brands; developed 4 TVCs.
• Led portfolio & formula harmonisation project across countries reducing 30% of complexity in the 1st year.
Brand Manager – Hair Care, Henkel Turkey
Jan 05- Nov 06
• Increased market share in hair dye category from 12.8% to 14.1% exceeding turnover objective by 27% on top.
• Relaunched Schauma & Taft brands and made 4 line extensions in Gliss leading MS increase.
• Planned TV campaigns with successful alternative& new medium use creating powerful coverage for brands.
• Led innovation initiatives for Cosmetics in Henkel Turkey.
Assistant Brand Manager – Hair Dye Category, HENKEL / Turkey
Oct 02- Jan 05
• Successfully relaunched Vital Colors and launched Palette coloration brands in Turkey increasing Schwarzkopf MS from 5.1% to 12.8%.
• Organised and followed up direct marketing activities; prepared evaluation reports for Sales Force.
• Proposed and executed several trade marketing activities due to absence of such department.
AIESEC (NGO Experience)
Oct 95- Jul 01
AIESEC (Association of International Students in Economics and Management) is a global organisation with strong network in 85 countries, which contributes to the development of countries and their people with a commitment to international understanding and cooperation. Several responsibilities held including Director of Global Exchange Programs & Student Marketing in Spain (00-01) and Local Committee President in Istanbul (96-97)
Training
(Enrolled for) Digital Business Executive Program, ISDI, Nov’15- Jan’16
Kraft Executive Management Program, IE Business School (’12-’13)
Other
Managing for Impact, Kraft Campus (’11); Integrated Marketing Communications, UK (’09); Performance Leadership, Germany (’08); Hi-Jump, Henley Business School (’06); Strategic Marketing Management, MCE Belgium (’05); Henkel International Brand Management, St.Gallen Marketing Audt. (’03); Several AIESEC Conferences on Leadership & Soft Skills (’95-’01)
