Selda Payat

EMEA Sales Excellence Director @Microsoft

Digital MarketingBusiness Development ManagerCampaign ManagementHead of GrowthStrategic Marketing✔️ ITTeam LeadershipTechnologyAdvisorBrand ManagementCommunications ManagerPartnerships ManagerMarketing Director💸 Marketing👍 Sales & BizDev🧨 ConsultingBrand Marketing Manager

Selda Payat, as the EMEA Sales Excellence Director at Microsoft, oversees the sales strategies across Europe, Middle East, and Africa. She ensures that the sales teams in these regions are equipped with the necessary tools, training, and processes to drive sales growth and customer satisfaction. Payat is responsible for identifying and implementing best practices, driving operational efficiency, and fostering a culture of continuous improvement. Before this role, she has worked in Dubai and Turkey across various positions that includes B2B and B2C marketing, channel sales development and channel sales operations in Lenovo and HP.

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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

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