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Publicis GroupeAssociate Director of Media Strategy - MediaMarkt
Oct. 2024Istanbul, Türkiye
Publicis GroupeAssociate Media & Content Strategy Director - Samsung & Stellantis
Sep. 2023 - Oct. 2024Istanbul, TurkeyScope:
• Working within a team – 65 people – including strategy, content, performance, planning, data science, and creativity. • Developing and leading local short- and long-term media strategies for Samsung and Stellantis brands. • Having full responsibility for both brands’ offline/online 360 media/content projects.
• Conducting and executing local insight-driven plans and semi-annual trend reports with regularly updated consumer segmentations to meet the client’s expectations in the competitive (automotive & technology) markets.
• Leading target group and media consumption analysis for both brands by using main targeting tools (TGI, GWI, Google Audience Insight & Inhouse agency tools)
• Working with/ multi-functional teams and coordinating all partner agencies for briefs and debriefs
• Creating and executing relevant brand media strategies with ATL & BTL campaigns.
• Developing and managing customized content solutions to achieve the brands’ monthly and yearly goals.
• Developing short/long-term winning strategies, as well as executing local insights-driven plans with excellence. (Inc. published project as a global case for Samsung & Stellantis)
• Executing online & offline communication strategy of Samsung / Stellanstis 2022-2023 GQ Turkey Men of The Year Award Project
• Orchestrating integrated brand building whilst pioneering influencer marketing w/influencer squads for both brands
• Improving self-service success through the identification and coordination of content improvement opportunities.
• Monitoring all the campaigns, and regularly reporting results to brands’ Marcom directors.
• Working with Publicis Groupe Creative Agency “Growth” and “Creative Strategy” teams to create Big & Bold projects for the group brands and participating creative agency Pitches (McDonald’s, Dominos, THY, Little Caesars & Migros)
• A member of Publicis Groupe Global Case Committee and feeding the brand teams with new consumer trends & Award Winning Cases such as Cannes Lions
Publicis GroupeMedia & Content Strategy Manager - Samsung & Stellantis
Jun. 2022 - Sep. 2023Istanbul, TurkeyScope:
• Leading media strategies and media mix for Samsung and Stellantis brands. • Developing brands' audience analysis and segmentation with certain tools such as TGI, GWI, Google Audience Insight, and CX.
• Execution of big & bold offline/online sponsorship and partnership projects for both clients. Result:
• After 2 years of consecutive decline behind COVID-19; reached stabilized market share, and reached the highest brand equity metrics & and brand awareness in the past 2 years.
• Full execution of GQ Men of The Year ‘22 and ‘23 (Samsung & Peugeot) w/stellar consumer engagement and PR (Highest-ever earned coverage & trend topic on Twitter/X).
• Peugeot Turkey ranked 4th in Europe in the market, and DS Turkey ranked first in Europe in terms of sales increase.
• Having partnerships w/TV production firms and saving yearly 720M TL (21M $) with our free-of-charge organic scenario integration strategy in 2023.
GetirMedia Manager
Mar. 2022 - Jun. 2022Istanbul, TurkeyScope:
• Leading the Go-to-Market media strategic development of brand ideas and turning them into relevant content across multiple consumer connections and mediums.
• Determining the best media mix for the campaigns and the brand needs.
• Monitoring all the campaigns, reporting results regularly, and creating new optimized campaign strategies to reach a broader audience.
• Conducting the “Marketing Mix Modelling” (MMM) process with the media agency and external consultancy services. Result:
• Brand scale projects and new 2 big campaigns (w/local celebrities Oguzhan Koc, Ibrahim Buyuk, and Binnur Kaya) for Getir Yemek & Getir Carsı w/134i incremental sales.
ZenithSenior Executive - GSK
May. 2021 - Mar. 2022Istanbul, TurkeySub-clients: TikTok, Disney & Lactalis Group Scope:
• Leading the development of ATL/BTL marketing communications. Executing the media planning agenda in close collaboration with the digital and offline planner teams.
• Working on Paid, Owned, and Earned media touchpoints based on the brand’s campaign background, KPIs, and communication requirements.
• Leading strategically important online/offline projects - GQ Men of The Year ‘20 and ‘21 consecutively. Monitoring market trends, consumer market research, and competitors’ activities to identify key opportunities for the client. Result:
• Gains on market share and key brand health metrics in 2 consecutive years (all-time highs)
StarcomSenior Executive - Samsung
Jun. 2020 - May. 2021Istanbul, TurkeyScope:
• Working as a Senior Media Executive reporting to the Marketing Director
• Working on Paid, Owned, and Earned media touch-points based on brands’ campaign background, KPIs, and communication requirements
• Creating the marketing execution plan for the campaigns, including required services and schedule
• Changing campaign tactic setup, tracking, and measurement
• Leading the strategic development of brand ideas turned into relevant content across multiple consumer connections and media channels
• Managing brand claims, sponsorship agreements, and new campaigns on OTT, CTV, and digital platforms
• Leading Publicis Groupe Gaming media structure with renowned local and global agencies
• Leading online and offline communication strategy of Samsung 2020-2021 GQ MOTY awards project (One of the first online award ceremonies during the pandemic) https://gq.com.tr/moty Result:
• Gains on market share and key brand health metrics in 2 consecutive years (all-time highs
StarcomStrategist & Account Executive - Procter & Gamble
Jun. 2019 - Jun. 2020Istanbul, TurkeyScope:
• Working as a Media Strategist and Account Executive reporting to the Marketing Director
• Responsible for preparation of marketing strategy aligned with global brand strategy and making yearly monitoring for Gillette & Braun
• Leading a marketing team including a social media executive, a digital media executive, a TV media planner, and an outdoor media planner
• Working on Paid, Owned, and Earned media touchpoints based on audience, product sector, campaign background, KPI, and communication requirements
• Determining the best media mix within campaign and product needs, optimizing them for varying audiences and channels
• Managing daily operations of the media buying process including purchase orders and invoicing by coordinating closely with the client
• Preparing the entire ATL & BTL marketing and communication strategy of 66. Gillette Milliyet Sports Awards online event 2020. As a team, we worked on the strategy for one of the first online award ceremonies in Turkey during the pandemic. • Also assuring the coordination of the sports event media planning, buying, creative works, digital advertisement, Brand Website, and CRM management
• Developing post-analysis bound with the consumer evaluations and product strategies
• Responsible for preparing the trend newsletter and sharing it with the P&G teams every two weeks Result:
• Full execution of Gillette Milliyet Sports Awards (Turkey Sport Oscars) w/stellar consumer engagement and PR (Highest-ever earned coverage among previous awards & and trend topic on Twitter). • Media first esports partnership tournament w/Gillette in the Shave Care category in Turkey.
CaratMedia Strategist - The Coca Cola Company
Jul. 2018 - Jun. 2019Istanbul, TurkeySub-Clients: Pınar, Estee Lauder Scope:
• Managing my clients’ campaign processes, tracked closely media plans and competitive reports on a daily and monthly basis to ensure the budget goals defined
• Having ATL and BTL strategic marketing responsibility for The Coca-Cola Company Turkey brands, Pınar, and Estee Lauder Company
• Deploying target group analysis (Segmentation – Targeting – Positioning) and a consumer journey by using external and in-house target audience tools such as TGI & and CCS
• Working on Paid, Owned, and Earned media touchpoints based on audience, product sector, campaign background, KPIs, and communication requirements
• Due to the dynamics of the sector and the diversity of my clients, I have gained experience in strategic business planning, multi-tasking, and meeting deadlines on short notice Result:
• Gains double-digit sales growth and highest awareness level w/ Tarkan campaign (One of the most influential local & and global celebrities)
Artem (Alliance Artem)Marketing Research Analyst - M.O.T.E (Award Winning Startup)
Mar. 2017 - Oct. 2017Nancy Area, FranceM.O.T.E is a start-up association in ARTEM and it was designed to develop user-friendly shared organic waste composting communities in the city centers of France. Scope:
• Leading the marketing approach for an award-winning sustainability start-up project in Nancy/France
• Conducting ethnographic study, face-to-face interviews, and questionnaires with different socio-economic groups (PAPI & CAWI)
• Using qualitative & and quantitative marketing research models during the focus groups and field works
• Offering final actions of my research results and preparing a final report to the director to take particular actions for the project. Result:
• Awarded as one of the most influential startup projects in France.
d.ream (Doğuş Restaurant Entertainment and Management)Management Trainee - Operation & Marketing
Nov. 2014 - Oct. 2015Istanbul, TurkeyScope:
• Involving in marketing and sales departments' yearly projects and gave weekly reports about sales in different branches.
Jaguar Land Rover UKInternship
May. 2009 - Aug. 2009Leicester, United KingdomCaterpillar Inc. is the world’s leading manufacturer of contraction and mining equipment, diesel and natural gas engines, industrial gas turbines and diesel – electric locomotives. Neovia is the new brand name of the company’s logistics department and it is one of the world’s leading industrial contract logistics companies. Scope:
• Working in Land Rover and Jaguar departments and attended Six Sigma workshops. Awarded “Six Sigma Quality Training Certificate”.
• Working in AGCO Agriculture, Land Rover, and Caterpillar Mechanics and participated in the whole ongoing operation with various responsibilities.
• Attending ‘’Rapid Improvement’’ and ‘’Six Sigma’’ workshops at the main warehouse and prepared presentations for the leaders.
• Awarded ‘’Six Sigma Quality Training Certificate’’.
Borusan HoldingInternship
May. 2008 - Aug. 2008Istanbul, TurkeyBorusan Logistics was restructured as an integrated logistics service provider in 2000. Borusan Logistics specializes in four strategic business units: Turkey Domestic Logistics Service, Port Services, International Transporation Services, and Logistics Services Abroad. Mission: • Involving in marketing and sales departments at the headquarters of the company in Istanbul.
• Had a position at the start-up warehouse business in Istanbul Asian Side District Office.
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