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Work Background
LuxotticaLuxury Brand Manager
Feb. 2023 - Jan. 2025New York, United StatesIn this role, I conceptualized and led the execution of high-impact strategies to drive brand visibility and market differentiation of Prada, Persol, and other luxury eyewear brands, including managing and leading the digital marketing, trade marketing, and public relations teams in creating omnichannel marketing campaigns with a consistent brand identity across all channels. I also administered a multimillion-dollar marketing budget for the entire portfolio. My key achievements:
• Repositioned Persol as a luxury brand, boosting brick-and-mortar sales by 30% and e-commerce sales by 62% through new ad campaigns, spokespeople, and brand voice in partnership with teams in New York and Italy.
• Captured 48% lift in awareness across target audiences by designing and executing 360 product activations, consumer events, experiential campaigns, and PR efforts.
• Recognized as the thought leader for transforming brand perception and instilling luxury customer experience by hosting masterclasses and global sales presentations on new brand values, unique selling points, and positioning.
• Grew market presence in the US and Canada by 30% by orchestrating localization efforts and crafting customized, integrated new product launch plans.
CURIOCITY Research & ConsultancyMarketing Lead
Nov. 2020 - Feb. 2023New York, United StatesIn this role, I steered end-to-end omnichannel strategies and programs for Nestlé, Meta, HP, Visa, Starbucks, Dominos, BMW, Danone, BBDO, Phillips, Fiat, Google, Shell, and other clients. I also led and motivated cross-functional internal/external teams in defining the customer journey and designing marketing, advertising, and PR campaigns and other tactics to promote key products and services. My key achievements:
• Achieved consistent improvements across ROI, CAC, and NPS by creating integrated marketing plans aligned across business, product, brand, and communications.
• Increased sales by 120%, fan base by 200%, and interactions by 400% for the fashion company by designing and implementing an omnichannel marketing strategy incorporating influencers, events, and interactive online initiatives.
• Exceeded GTM pre-order targets by 200%, crushed anticipated thresholds by 450%, and created excitement around the new brand by heading the development of an impactful market entry strategy.
• Triggered 300% increase in sales in one quarter and turned around an underperforming product line by refining brand architecture and brand promise, redefining target audience, leveraging strategic partnerships, and optimizing spend.
GfK - a NielsenIQ CompanyMarketing Branding Consultant
May. 2015 - Nov. 2020EMEA RegionI was promoted to drive brand perception, consumer awareness, loyalty, and buyer experience strategy to enable global accounts to achieve their targets. During this period, I led a cross-functional team of eight in designing and launching innovative campaigns for Fortune 500 clients, including Diageo, Samsung, Unilever, Vodafone, P&G, L’Oréal, Mercedes Benz, IKEA, JTI, Ford, Fox, Google, and PepsiCo. My key achievements:
• Orchestrated development of first-ever interactive tools for advertising for a global technology company, enabling expansion of ad sales and delivering 20% increase in customer acquisition, 70% return rate of former customers, and 380% increase in ad sales with no cost increase.
• Created GTM strategy to pivot global beauty manufacturer from a product-centered to a customer-focused approach with unmatched customer experience, positioning the product as a top performer market-wide throughout the campaign duration.
• Conducted market research and focus groups to gather vital customer insights informing product launch and omnichannel consumer journey strategies.
• Delivered 49% increase in repeat customers and grew overall sales for luxury air carriers by formulating a personalized engagement strategy and elevating premium customer experience.
GfK - a NielsenIQ CompanyDigital Marketing Strategist
Jul. 2013 - May. 2015Istanbul, TurkeyI was onboarded to build a new department from scratch, managing an eight-member team focused on optimizing the purchase journey, creating decision trees, and overseeing online/offline activities in accordance with consumer behavior analysis and insights. In addition, I headed the development and execution of GTM strategies, omnichannel marketing campaigns, events, and PR initiatives for global clients. My key achievements:
• Captured 3.4M interactions with designing and implementing an online marketing campaign to reposition the brand as purpose-driven and cultivate partnerships with B2C cosmetics and personal care brands.
• Increased sales by 12% and purchase intent by 52% by redefining online/offline customer experience and purchase journey to eliminate negative touchpoints and incorporate new interactions.
• Spurred 74% increase in sales and uncovered key behavioral insights to inform future campaigns by launching a gamified online competition platform for wholesale partners.
Energe Consulting GroupStrategic Marketing Manager
Sep. 2012 - Jul. 2013İstanbul, TurkeyAs the strategic marketing manager, I focused on identifying new market opportunities and leading the planning and execution of marketing, branding, PR, business development, and expansion initiatives.
AccentureStrategic Marketing Manager
Dec. 2011 - Sep. 2012New York, United States
Universal Music GroupMarketing Coordinator
Feb. 2009 - Dec. 2011New York, New York, USA
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