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Work Background
Olpha PharmaceuticalsFractional CMO
Apr. 2025 - Feb. 2026Istanbul, Turkiye• Led Turkiye market entry planning for cardiology portfolio, translating opportunity assessment, market insight and business case development into a locally relevant go-to-market roadmap.
• Built a regional launch excellence framework across Prepare the Market, Prepare the Organization and Prepare the Brand, enabling milestone tracking, ownership, governance and risk management.
• Owned the 2026 launch P&L model and commercial plan, projecting EUR 1.1M net turnover, EUR 646K gross profit and 59% gross margin.
• Built a 30+ person cross-functional launch organization across marketing, sales, medical and market access, embedding KPI governance, business reviews and launch readiness routines.
RecordatiSenior Product Manager
Jan. 2018 - Mar. 2025Istanbul, Turkiye• Led multi-category brand strategy across several therapeutic areas, translating customer insight into segmentation, positioning, omnichannel engagement and field execution priorities.
• Strengthened market share performance through differentiated positioning, customer targeting and execution discipline, growing Mictonorm share of market from 14.5% to 23%.
• Led integrated HCP and disease awareness campaigns, including the Doctor’s Club Award-winning “Notice, Don’t Miss!” (Fark Et, Kacirma) campaign, combining insight generation, creative strategy, medical alignment and omnichannel execution.
• Developed annual brand plans, budget priorities, ROI tracking and business cases to support sustainable growth and effective resource allocation.
• Monitored performance indicators and in-market feedback to adjust brand plans, optimize execution and improve customer engagement.
BayerProduct and Trade Marketing Manager
Jul. 2011 - Dec. 2017Istanbul, TurkiyeInitially hired as Trade Marketing Manager and then transitioned into Product Manager in 2011, expanding responsibilities from trade activation to full brand ownership.
• Managed OTC brand and trade marketing across gastroenterology, orthopedics, gynecology, ENT, pediatrics and family medicine, connecting physician, pharmacist and consumer insights with brand strategy and trade activation.
• Drove Rennie to market leadership by strengthening positioning, pharmacy visibility, trade activation, HCP engagement and consumer communication across gastrointestinal touchpoints.
• Played a key role in building the Trade Marketing department in Türkiye from the ground up, establishing channel strategy, execution standards, customer-facing activation processes and cross-functional collaboration routines.
• Improved profitability of Talcid, Aspirin Plus C and Alka-Seltzer through portfolio rationalization, margin-focused prioritization, resource reallocation and stronger commercial discipline.
• Delivered 38% category growth and increased profitability by up to 110% by prioritizing stronger commercial opportunities and discontinuing lower-return products.
• Completed a Basel assignment contributing to global Marketing Excellence tools and training internal stakeholders on customer engagement and commercial execution standards.
Levi-Strauss & CoRetail and Trade Marketing Manager
May. 2009 - Jun. 2011Istanbul, Turkiye• Managed retail and trade marketing execution across 350+ doors, improving VM compliance from approximately 70% to 90%, increasing conversion rate by an estimated 8%, lifting ATV by 10% and improving UPT from 1.8 to 2.1 during key campaign windows.
• Designed in-store communication and activation strategies to improve shopper journey, conversion and brand interaction.
• Led visual merchandising and retail execution teams, strengthening premium brand experience and store-level consistency across a large retail network.
• Coordinated retail, field and commercial teams to ensure seamless implementation of seasonal campaigns and product stories across all touchpoints.
• Supported trade marketing planning for a lifestyle brand portfolio, connecting global brand identity with local retail realities.
Pernod RicardTrade Marketing Manager
Sep. 2007 - Aug. 2009Istanbul, Turkiye• Led on-trade and off-trade trade marketing execution for premium spirits brands including Chivas Regal, Absolut, Ballantine’s and Jameson across approximately 250+ priority accounts, covering bars, restaurants, hotels, nightlife venues, modern trade and traditional trade.
• Delivered approximately 40+ consumer-facing activations per year, including sampling programs, nightlife events, in-store promotions and visibility campaigns, reaching an estimated 20,000+ consumers across key cities.
• Improved visibility compliance from approximately 65% to 85% across priority outlets by standardizing POSM placement, secondary displays, shelf visibility, planogram agreements and extra stock placements.
• Supported an estimated 10% sales uplift in activated accounts by aligning brand activation plans with sales teams, merchandisers and outlet-level execution priorities.
• Managed 5 merchandisers and coordinated field execution across on-trade and off-trade channels, ensuring consistent premium brand standards and timely implementation of campaign materials.
• Used Nielsen data, shopper insights and field feedback to optimize channel plans, improve activation effectiveness and identify growth opportunities across modern trade, traditional trade and on-trade accounts.
AdidasRetail Marketing Specialist
May. 2004 - Sep. 2007Istanbul, Türkiye• Supported retail marketing and consumer activation across approximately 100+ doors, localizing global Sport Performance and Sport Style campaigns to strengthen brand visibility, traffic generation and lifestyle relevance.
• Contributed to major product and cultural launches, including Fenerbahçe’s 100th year jersey launch, supporting retail execution, PR activation and consumer engagement across key brand touchpoints.
• Supported football-related activations, including UEFA Champions League lounge projects, engaging approximately 1,000+ consumers, VIP guests and brand stakeholders during key campaign periods.
• Activated premium collaborations, including adidas by Stella McCartney, across 20+ selected premium doors, strengthening brand heat, launch visibility and shopper engagement while supporting an estimated 7% conversion uplift, 12% ATV increase and 19% UPT improvement during key launch windows.
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