Nasya Söğüt
Amsterdam
Summary
Senior marketeer with more than 10 years of experience in different sectors and multinational companies, focused on technology & consumer goods. Specialized in strategy development, leading marketing plans, stakeholder management, premium brand marketing and market analysis.
Overview
11
11
years of professional experience
Work History
Senior Marketing Manager, Home & Audio
Dyson
09.2024 - Current
- Transferred to the emerging markets cluster to establish the marketing strategies for 26+ markets (CEE & CIS & IL region).
- Lead the development and deployment of strategic marketing plans & GTMs for Home & Audio categories and drive P&L efficiencies.
- Work closely with Country Sales Team to execute JBP activity with strategic partners.
- Build and identify the commercial opportunities based on insights and tailor-made product ranges for different markets needs.
- Establish a consistent brand identity across all channels, including TV, digital, and social media platforms.
Senior Marketing Manager, Home & Audio
Dyson
07.2023 - 09.2024
- Promoted to Nordics Team and responsible for 4 markets (Sweden, Norway, Denmark and Finland).
- Managed P&L for Home and Audio categories which made 75% of the total business.
- Led cross-functional teams to develop and execute strategic marketing plans (media, pr, direct retail, sales) and prioritize GTMs for the Nordic region.
- Managed the sponsorship project for Copenhagen Fashion Week for EMEA Audio Launch and utilize the synergies between Beauty and Audio categories for the first time at Dyson
- Launched the Integrated Business Planning cycle in the Nordics region in order to increase the sales forecast accuracy and communication between departments (sales-marketing-supply chain-finance).
- Recognized as one of 20 female talents across EMEA region, as part of the SheLeads Accelerate Leadership coaching & mentoring programme (2023-2024) and launched a project on the Beauty Retail Excellence with the EMEA team.
Marketing Manager
Dyson
01.2020 - 06.2023
- One of the first member in the Dyson Turkey organization and established the brand identity and awareness from scratch for all categories (Home & Beauty). TOM awareness increase from 8% to 28% in 3 years.
- Effectively managing external stakeholders such as media and creative agency.
- Delivered marketing activity programs for Turkiye, including new product launches, advertising, creative, media planning, channel strategies, public relations, influencer marketing and event planning.
- Launched Dyson sponsored TV series (16 episodes in OPT) with the Fox channel in order to execute controlled scenario integrations with selected celebrities and increase the consideration rate in women above 40+ age. The achievement was 5 pts increase in consideration in all age groups and incremental sales growth by 30% in the online channel.
- Executed EMEA-wide project on the accelerated acquisition of pet owners and produced digital creative assets with the global creative team and executed full funnel digital campaign with events and PR contribution. One of the first local campaign projects at Dyson EMEA which doubled sales in pet-related tools & vacuum cleaners and increased our pet owner base around 40%.
- Part of Store Opening Team and launched store-specific opening and marketing calendars in order to increase the footfall across Turkiye.
Category Assortment Manager
Media Markt
07.2019 - 12.2019
- Led and established the fundamentals of the transformation project of Purchasing Department into Category Management.
- Acted as the Turkiye point of contact at head office, raising the profile of Turkiye and ensuring global directions applied.
- Improved data analytics for the best assortment strategy.
Retail Solutions Consultant
GfK
07.2016 - 03.2019
- Joined as Retail Services Specialist in July 2016 and promoted to Consultant role in April 2018.
- Collaborated with cross-functional teams to design and implement customized solutions for retail clients in technology industry (click&mortar and online, pure players).
- Identified opportunities for growth by means of acquiring new retail clients and increase the source of revenue.
- Delivered high-quality presentations and demonstrations, showcasing the value of proposed solutions to prospective clients.
- Built strong relationships with existing clients, fostering trust and maximizing opportunities for upselling or cross-selling.
Brand Communication Specialist
Media Markt
01.2014 - 06.2016
- Provided guidance on visual identity guidelines for both online and offline assets to maintain brand consistency throughout all marketing channels.
- Executed annual marketing plan (ATL & BTL) for the brand and co-op partnerships with A-brand.
- Delivered advertisement concepts (ATL and BTL) in cooperation with creative agencies both in Turkiye and Germany.
- Evaluated customer feedback and market research data to inform strategic recommendations for product positioning in relation to competitors, target audiences, and market trends.
- Responsible for overall marketing budget reporting and allocation.
- Promoted into Senior Research and Analysis Specialist in May 2016 - coordinated quantitative and qualitative research.
Education
Master of Arts - International Relations
Bogazici University
Istanbul06-2016
Bachelor of Science - International Business Administration
Vienna University of Economics And Business
Vienna03-2013
High School Diploma -
St. Georg Austrian High School
Istanbul06-2008
Skills
- Marketing strategy
- Brand management
- Content creation
- Campaign management
- Market research
- Stakeholder management
- Cross-functional collaboration
- Ranging & Forecasting
- Promotional strategy
- Go-to-market strategy development
- Strategic media planning
- Budget and P&L ownership
Languages
Turkish
Native language
English
Proficient
C2
German
Upper intermediate
B2
French
Elementary
A2
Timeline
Senior Marketing Manager, Home & Audio
Dyson
09.2024 - Current
Senior Marketing Manager, Home & Audio
Dyson
07.2023 - 09.2024
Marketing Manager
Dyson
01.2020 - 06.2023
Category Assortment Manager
Media Markt
07.2019 - 12.2019
Retail Solutions Consultant
GfK
07.2016 - 03.2019
Brand Communication Specialist
Media Markt
01.2014 - 06.2016
Master of Arts - International Relations
Bogazici University
Bachelor of Science - International Business Administration
Vienna University of Economics And Business
High School Diploma -
St. Georg Austrian High School
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