Selda Payat - EMEA Sales Excellence Director, Microsoft

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Work Background

MicrosoftDPS EMEA Sales Excellence Leader

Oct. 2020Paris, Île-de-France, FranceAchievements: • Supported the EMEA leader on landing the newly setup organization to help drive change management • Redesigned the planning process & rhythm of business to bring simplification via advanced planning cycles and automated templates for tracking •Landed new tools and processes to improve efficiency and partner facing time in the organization • Created strong people plan in partnership with EMEA leadership team to drive employee engagement and growth within DPS • Supported strategic long-term planning framework and process to bring incremental growth in DPS EMEA • Created a high performing Sales Excellence team Responsibilities: • Drive breakthrough improvements in operational excellence, compliance, change management, and sales enablement in DPSS. • Manage scorecard target planning process, monitor actuals/variances and work with metric owner for COE. • Advise on sales growth opportunities via leveraging reporting and analytics to drive business growth • Coach & build relationships with Sales teams sales and GTM team on executing key priorities • Support EMEA leader as a trusted advisor. • Drive channel, partner business planning and strengthen executive partner engagement through partner planning and target setting

MicrosoftEMEA Partner Marketing Manager

Oct. 2018 - Oct. 2020Paris, Ile-de-France, FranceAchievements: • Achieved 100% compliance and budget spending • Improved the JMA planning process via advanced planning cycles and automized templates • Jointly created an EMEA wide full funnel SMB campaign with Lenovo and Fujitsu EMEA that significantly increased our commercial licenses sellout YoY and helped us overachieve our yearly KPIs. • Strong leadership with the global stretch assignment managing our joint education marketing strategy • Boosted our Modern PC sales via effective investments in consumer segment. • Generated significant YoY growth in MTR with a systematic planning and investment approach. Key Responsibilities: • Achieve OEM scorecard targets for the overall Windows, Server and Office business (i.e., revenue, units, mix, forecasting and BOS Attach) within the North Americas • Develop and execute a comprehensive all-up marketing strategy; inclusive of product launches, marketing campaigns, consumer and commercial initiatives, and managing new channels or methods of distribution • Drive business management excellence in managing all marketing investments driving RoB engagements, ROI analytics, and planning and ongoing optimization with the partner and MSFT field. • Lead programmatic definition of highly targeted investments and campaigns that prioritize growth and competitive segments and geographies. The campaigns need to outline appropriate levers, monitor and report performance, and course-correct based on effectiveness of levers as drivers of desired business outcomes • Compile and report insights based on data driven modelling, suggest strategic adjustments as appropriate and use data to mobilize continued momentum for the effort • Drive excellence in execution with on marketing investment management as well as implementation of scaled programs • Liaise as needed with Microsoft commercial device selling teams, retail teams, and key teams across OEM and with the Windows Client, Office and Server business groups

LenovoMarketing Manager

Jun. 2015 - Apr. 2018United Arab EmiratesAchievements : • Selected to Gulf Marketing Review`s `40 most innovative marketeers under 40` list in 2017. • Tripled the gaming devices sellout reaching number one market share with close cooperation with sales and local marketing teams in selected countries within just 18 months of the launch. • Led market launch of 14 new products. Identified opportunities, researched new product possibilities, collaborated with product team and created campaigns generating 20% increase in sales YoY. • Integrated digital and social media into brand building activities to ensure one voice –achieved record high 2.8 million engagements per quarter winning EMEA marketing excellence award within Lenovo. • Leveraged strengths in cost-effective marketing management in partner marketing investments reducing the fixed costs by 40% keeping the share of wallet. • Improved SEO performance - highest CTR rate within IT industry. • Created disruptive brand engagament programs – awarded with 4 best practices within EMEA and WW with the local campaigns. • Increased unaided brand awareness metrics significantly by 10 pts. Responsibilities : • Improve retail marketing performance • Build brand awareness • Execute WW campaigns with the right mix between WW assets and local relevance • Increase unaided brand awareness and brand recognition • Assure solid marketing management • Lead quarterly planning & budgeting • Establish clear KPIs, measure & reporting for marketing activities • Ensure budget control and compliance - 100 % budget utilization within first 3 months • Report and present campaign results to internal and external stakeholders.

Hewlett-PackardCommercial Marketing Manager

Jul. 2013 - Jun. 2015Dubai, UAEAchievements : • Appraised as a Top Talent in HP Middle East. • Proven experience in reducing marketing costs and managing budgets successfully • Developed and launched integrated, multi-channel print, catalog, web and direct marketing campaigns that propelled sales by 15% YoY. • 3 marketing campaigns selected as best practices in FY14 – generating incremental 6 Mil USD sellout. • Initiated and managed HP Social Club in Middle East. Responsibilities : • Planning and execution of over 300 activities per quarter with resellers and distributors - activities including advertising, partner and customer events, direct marketing activities, trainings etc. • Event organizations: over 8 partner events with over 500 sales people from the partners and around 50 customer events/sponsorships per year across the region with key partners with more than 4000 attendees in total. • Working collaboratively with alliance companies and MEMA region management to align marketing activities that support HP's vision and goals • Hands-on involvement/management of advertising and creative campaigns, including copy development, creative development and execution together with the marketing services agency. • Developing processes and systems to support programs / activities – 2 new tracking processes developed in FY14 for funded heads and demo equipment type of activities for close linkage to long term strategy and ROI - now applied across Middle East, Turkey, Greece and Africa (MEMA) region.

Hewlett-PackardChannel Business Support Manager

Jul. 2011 - Jul. 2013Dubai, UAEAchievements : • MEMA Project Lead for Business Analytics Project – 4 new reports created to be utilized across EMEA region. • New sales pricing tool deployment – achieved lowest TAT, highest automated price-book usage rate, highest win rate in MEMA region. • Consistently green in key metrics related to communications and operational KPIs. • Improved the efficiency and effectiveness of F2F partner trainings with excellent feedback from the attendants. Responsilibities: • Partner Programs Management – close tracking and analysis to ensure right partner coverage, performance and program KPIs. • Profiling management – accuracy >95% maintained • Partner compensation programs management – ensure awareness and manage escalations for central programs and create strong local compensation programs to improve partner sellout performance. Initiated 4 tactical programs every quarter. • Deliver regular performance reports, provide business intelligence – quarterly analysis presented to country management team for review . • Optimize quality and targeting of partner communication content. • Drive quarterly metrics reviews with stakeholders against quarterly objectives and priorities. • Manage channel operations for managed resellers and partner landscape. • Develop plans to optimize sales support processes.

Hewlett-PackardSales Development Manager

Sep. 2009 - May. 2010Istanbul, TurkeyAchievements : • Appraised as a Top Talent within Partner Operations Organization. • Launched effective sales programs – driving over 1 Mil USD incremental sales. • Managed events with over 300 internal and external attendants with excellent feedbacks from the attendees. • Highest execution/claiming rate in the region for marketing activities. • Successful Management for the launch project of global partner portal in Turkey (Smart Portal). Responsibilities : • Manage and provide input on the creation and ongoing modifications of the Programs and Incentives driving dealer sales activity – generated approx. 10% incremental sellout yearly. • Create the tools and analysis needed to properly measure the effectiveness of all Programs. • Create & manage channel communications – two e-newsletters per week • Create/drive website content for HP’s B2B website (Smart Portal) specially designed for its channel partners and analyse traffic and content relevancy to ensure effectiveness. • End to end coordination of HP’s partner satisfaction survey execution, analysis and action items.

HPChannel Marketing Specialist

Jun. 2006 - Jun. 2009• Managed channel partner loyalty program which is a local reward program for the sales force at selected HP Partners – 4 new campaigns each quarter with more than 300 members from resellers • Designed and coordinated online sales incentive campaigns by negotiating and collaborating with brand marketing • Prepared ROI analyses to determine viability of loyalty program, sales incentives, co-marketing activities and vertical marketing programs • Generated publicity for channel partner success stories • Managed agency relations • Assisted the channel marketing

The Coca-Cola CompanyIntern - Marketing Intelligence and Strategy Planning (MISP) Department

Mar. 2005 - Jun. 2006• Gathered and evaluated ongoing tracking reports such as HTP (Home Consumption Panel) and ATP (Advanced Tracking Panel), including the preparation of monthly reports • Participated in the observation of focus groups and field controls. Evaluated and summarized final reports of both quantitative and qualitative researches • Collected raw data for analyses when required • Prepared necessary data to form background of some analyses