Serra Doğru

Co-Founder @My sleep journey

🗿 HRContent ManagerLife Science & Health CareGoogle AnalyticsConsumer IndustryHealthTech✨ Business OwnerMedia & TelecommunicationsProducts & Construction🔥 Startup FounderBrand AnalyticsFounder💸 MarketingBrand Marketing ManagerBusiness OwnerMarketing Analytics Manager🧨 ConsultingBusiness AnalystCommunications ManagerCustomer Researcher

Serra Doğru is the co-founder of My Sleep Journey, a company dedicated to improving sleep health and wellness for the whole family through the babies’ sleep. She is a passionate entrepreneur with a keen interest in health and wellness. Prior to My Sleep Journey, Serra worked in various global corporate companies, gaining valuable experience in business strategy and development. She is dedicated to providing innovative solutions for sleep-related issues and is continuously seeking ways to improve the quality of life for individuals through better sleep. Serra holds a degree in Business Administration and is known for her dynamic leadership skills, consumer understanding and her dedication to promoting a healthier lifestyle through adequate sleep.

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Work Background

My Sleep JourneyCo-Founder

Mar. 2018Istanbul, Turkeywww.mysleepjourney.net We are giving consultancy to families in dealing with their children's sleep issues. We focus on the families' lifestyle and try to find the root of the sleep issue in a holistic way, try to come up with the best solution that fits the needs of the family. We focus on nutrition, the sleeping environment, emotional well being of the family members, their daily schedule, what the children is wearing at sleep, when and how to sleep and many more to understand the core of the sleep problem and come up with a customized solution for them Apart from giving consultancy to families, I am responsible for social media strategy, content creation, sales, product design, product sales, corporate communication and financials of the company.

CNR Holding - İstanbul / TurkeyMarketing Director

Feb. 2019 - Jun. 2019

CNR Holding - İstanbul / TurkeyInternational Sales Director

Sep. 2018 - Feb. 2019B2B - finding new partners in global arena in a variaty of sectors from packaging to homeland secırity, furniture to food and beverages to participate in our exposition organizations. From a to z, from finding partners, agencies, agreements to marketing of the client and customer satisfaction, lead a team of 10

DiageoMarketing Manager

Apr. 2015 - Oct. 2017Mey Icki - TurkeyDecision Maker of a team of 5, for marketing issues like global positioning & activations of several rakı brands internationally, focud at UK, USA, Germany, Netherlands, Austria, Azerbaijan, Bulgaria & Cyprus •Leading the Strategy for Rakı Brands o Building 5 yearly road map & priorities–To make the strategic choices for countries & regions to focus, define the growth drivers, marketing tools, Brands & channels to reach the targets, potential growth measures&target groups o budget allocation, volume assumptions & P&L o Define the potential gaps and insights, define the activations suitable for the consumer groups. o Coordinating the consumer marketing plans: Managing briefing & activating the agencies and distributors to reach the targets, define the KPIs&reporting o Coordinating the consumer communication: Briefing the ATL shooting & creation, communication & media planning o Coordinating the event strategy, PR & influencer projects for earned media maximization + Crises managements regarding relevant occasions & platforms o Analyzing the sales and consumer trends globally o IWSR and Euromonitor contact person for global aniseed spirits market o Supporting the international sales team & trade marketing team o Working closely with sales team in pricing strategy o Marketing activities in duty free shops & visibility activities Leading the Digital transformation: • making yenirakiglobal.com and social platforms, global • using the website a channel to support the sales • digital communication & content strategy o Visibility, shelf spacing and consumer pull activities in key accounts o Coordinating the innovation in products, packages, visibility and sales tools for different countries / channels o Supporting local rakı teams via global communication & innovation communication thru traveling Turks consumer group o Highlighted projects: Taste of London, Kıbrıs Rakı Festivali, Altın Kadeh Meyhanesi, Deplasman Meyhanesi, Spirit of Istanbul Festival etc.

DiageoMarket Research & Consumer Insights Manager

Oct. 2011 - Apr. 2015Mey Icki - TurkeyResponsible of a team of 4, for overseeing all the research that is undertaken in the team, ensuring timely delivery and the highest quality of output. Lead on identifying the areas of research required and use the expertise across the design, implementation, management and analysis of research and evaluation to support the company in addressing these requirements. Main contact for research & media agencies. •Research & Insight Development o Adhoc research projects (qual & quant): taste, packaging, ad-copy, innovation, concept testing, conjoint analysis etc. o Continous research projects: brand tracking studies, event tracking, horeca tracking, merchandising & sales team performance tracking, key account tracking, household panel o Nielsen analysis – development of a new advanced panel to represent the sales better o Internal & other external sales analysis & gap analysis o Coordinating Consumer segmentation by motivations project o Market size & potential estimations o Social media monitoring tracking – creation a new panel with eBrandvalue for tracking of the alcoholic beverage sector & categorization via feelings of the created content o Communication with product groups on their needs and managing the agencies o Upper management reporting and presentations as a member of the marketing lead team •ROI Analysis : creating Marketing Mix Modeling for better activity&budget planning. Insight and strategy creation •Leading the New Product Development Process and Delist Process •Media Strategy Creation – (until Turkey Alcoholic Beverages business went dark) o Communication with brand teams and understand their business needs and suggest the best communication platforms o New media creation and coordination o Lead the agencies according to the needs and manage the media planning & buying o Reporting •Research & Communication Planning for international Marketing department in global arena, esp. in Germany, Cyprus, UK for rakı and aniseed alcoholic beverages categories.

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