PINAR AYSEN
Marketing Professional
Eindhoven
Summary
Life time learner with 15+ years of marketing professional with healthcare, market research, consumer goods, technology, telecom and finance sector experience in Turkey's & World's leading local and global companies and proven leadership, excellent communication, teamwork, strategic and analytical thinking skills. Passion about driving brand awareness and product performance via strong analytics competency, data driven and curiosity mind developing on point brand strategies, and ensuring effective integrated communication executions. Fluent in English an Turkish with an MBA degree.
Overview
18
18
years of professional experience
7
7
years of post-secondary education
2
2
Languages
Work History
Marketing&Marketing Communications Director
Eleman.net A.Ş
İstanbul
01.2022 - 11.2022
- Eleman.net, founded in 2005, is the leading human resources employment platform in Turkey for blue collar and middle level profiles
- Eleman.net has 350.000 company members and 15 million candidates, aims to give support to thousands of talents for their career journeys who are looking for jobs and looking for new opportunities in Turkey, as being also a solution partner that helping companies to find the blue- collar and middle level profiles
- Managing and planning 360 degree marketing mix of the brand according to general brand strategy and company target
- Create and execute digital and offline marketing activities
- Drive business growth through partnerships and strategic agreements to increase market penetration, user acquisition, revenue
- Plan and execute digital marketing campaigns
- Supported the correct and effective management and follow-up the relations with the collaborating agencies (PR,digital,creative, social media, outdoor, market research)
- Design, implement and facilitate annual marketing plan and strategies
- Leverage digital marketing efforts such as Facebook, Linkedin, Instagram, Youtube Channel
Senior Marketing&Marketing Communications Manager
Birevim A.Ş
İstanbul
10.2019 - 12.2021
- Birevim is a savings financing company founded in 2016 with 1.200+ employees and 100+ branches providing financing for housing and automative needs of low and middle-income households, savings financing sector regulated by BRSA (Banking Regulation and Supervision Agency) on July, 2021
- Managerial P&L responsibility for new and existing customers
- Responsible for marketing strategy, product&campaign management, digital marketing and customer analytics management
- Developed and implemented annual marketing plans; including value proposition, product positioning,brand awareness
- Responsible for short term and long term marketing plans and budgets
- Worked on integrated campaign starting with strategy, brief and working on executing and measuring performance
- Developed marketing plan in align with the brand strategy to differentiate from the competition and drive growth and loyalty
- Designed marketing campaigns to increase new customers and profitability for all the segments in cooperation with finance and sales teams
- Developed and leveraged in-depth understanding of customer needs through market research, data analysis and customer insights
- Managed end to end marketing activities including brand management, ATL/BTL campaign management
- Supported the correct and effective management and follow-up the relations with the collaborating agencies (PR,digital,creative, outdoor, market research)
- Supported the preparation of press releases and content studies
- Responsible for monthly market competition analysis
- Coordinated market research studies to identify the needs of potential customers
- Managed direct marketing communication channels for existing and potential customers like SMS, e-mail, mobil app and social media
- Launched new products and campaigns to reach subsegments
- Relaunched all content on the website
- Launched internet banking and mobil application to optimize channel activity and customer satisfaction
- Take active role in customer touchpoint management
Marketing Manager
Türk Telekom Group
İstanbul
06.2016 - 10.2018
- Türk Telekom Group is Turkey's world-class, first and largest integrated telecom operator offering its customers the complete range of mobile, broadband, data, TV and fixed voice services as well as innovative convergence technologies
- Responsible to develop marketing strategies for Fixed Broadband product and manage all customer lifecycle activities
- Responsible for segmented acquisition, onboarding program, upsell&cross-sell, proactive retention, loyalty management and churn management
• Responsible to deliver the yearly acquisition, customer base increase, revenue growth and churn targets
• Managing the FBB tariff and campaign portfolio strategies for all segments
• New tariff, offer, and campaign launch to fulfill differentiated customer needs and improve loyalty
• Responsible to manage marketing communication plans for ATL, BTL, SMS, etc
• Improve and manage channels (office, dealer, outbound, online sales channel, etc) to increase sales and customer experience
• Understanding customer needs and expectations by detailed base analyses made within team, extensive research and following the market dynamics• Responsible to develop marketing strategies for Fixed Broadband product and manage all customer lifecycle activities - Responsible for segmented acquisition, onboarding program, upsell&cross-sell, proactive retention, loyalty management and churn management
- Responsible to deliver the yearly acquisition, customer base increase, revenue growth and churn targets
- Managing the FBB tariff and campaign portfolio strategies for all segments
- New tariff, offer, and campaign launch to fulfill differentiated customer needs and improve loyalty
- Responsible to manage marketing communication plans for ATL, BTL, SMS, etc
- Improve and manage channels (office, dealer, outbound, online sales channel, etc) to increase sales and customer experience
- Understanding customer needs and expectations by detailed base analyses made within team, extensive research and following the market dynamics
Corporate (B2B) Marketing Manager
Türk Telekom Group
İstanbul
01.2015 - 05.2016
- Managed retention and loyalty marketing programs and campaigns of Turk Telekom Group’s all B2B segments such as; SOHO, SME, Large Accounts, Enterprise (finance, retail, manufacturing and all other sectors), Government
- Designed, developed and executed loyalty marketing campaigns for all product lines of TT including mobile, fixed broadband, fixed voice
- Launched the first loyalty device marketing platform retaining 25K corporate SOHO-SME mobile segment
- Launched the first loyalty mobile application 'TT Prime Corp' for high value corporate segment
Residential Marketing Supervisor
TTNET A.Ş
İstanbul
07.2011 - 12.2014
- Established in 2006 to connect Turkey to the internet and the world, TTNET has since evolved into a leading technology company delivering communications and entertainment services together. Playing a major role in the sector today with consumer and corporate services, TTNET is the market leader in terms of subscriber numbers
- TTNET fully integrates fixed voice, mobile voice, mobile data, TV and digital services
- Responsible for new customer acquisition management of fixed broadband residential segment (60% of total new sales achieved by mass segment campaigns)
- Managed all acquisition management activities for Fixed Broadband Residential Segment
- Managerial P&L responsibility for mass segment customers
- Developing and implementing annual marketing plans; including value proposition, product positioning
- Designed and managed campaigns to increase acquisition figures
- Managed end-to-end marketing activities including brand management, corporate communication, ATL/BTL campaign management and event management
- Increased ARPA and life time value of customers by identifying their needs and briefing product teams for new products and solution
- Identified opportunities, develop strategies, value propositioning, product positioning to drive revenue growth and acquisition
- Responsible for fixed broadband, fixed voice and IPTV bundles with over 15+ campaign launches (5 campaigns with TV+ communication)
- Launched the first TTNET bundle campaign with fiber internet, Tivibu and fixed phone
- Launched Back to school campaign for the first time with 360 degree project management (ATL, BTL, Digital, Event Man, PR)
- Launched the first fixed phone product ‘TTNET Alo’
- Responsible for Naked DSL and WLR (Wholesale Line Rental) fixed line products
- Coordinated market research activities to identify the customer needs
- Developing concept tests to support the launch and management of products and campaigns
- Tracked market share, sales performance, competitive position in residential segment
- Leaded the multi-functional teams of market research, customer analytics, marketing communication, pricing and lifecycle management, customer experience management, sales and regulatory teams for the excellent execution of the strategies
- Responsible to manage online and offline communication channels effectively with MARCOM team
- Responsible for online marketing activities (google analytics, google ads, SEO tools,channel specific campaigns, incentive campaigns) and call center channel management
- Visited call centers, offices giving continuous trainings to personnel in order to ensure that they provide useful arguments to improve sales performance
NUK Baby Products Brand Manager
Atak Dış Ticaret A.Ş
İstanbul
01.2010 - 06.2011
- Marketing /NUK&KRAFT, Marketing activities of NUK and Kraft brands
- Identify opportunities, develop strategies, value propositioning, product positioning to drive revenue growth and acquisition
- Identify market and competitive trends that are seen as opportunities for new businesses
Marketing/ Product Manager
Teva Pharmaceutical Global Company
İstanbul
01.2007 - 12.2009
- Plan and implement marketing strategies for current portfolio and new launch products and build partnership with physicians to meet the short and long-term objectives
- Prepare marketing plans analyzing the relevant markets and defining long and short-term qualitative and quantitative objectives
Marketing Supervisor
Medtronic (formerly Tyco Healthcare) Medical Devices Company
İstanbul
11.2003 - 12.2006
Education
MBA -
Bahçesehir University
01.2010 - 01.2012
BA - Economics
Boğaziçi University
01.1998 - 01.2003
Skills
Segment Management
undefinedTimeline
Marketing&Marketing Communications Director
Eleman.net A.Ş
01.2022 - 11.2022
Senior Marketing&Marketing Communications Manager
Birevim A.Ş
10.2019 - 12.2021
Marketing Manager
Türk Telekom Group
06.2016 - 10.2018
Corporate (B2B) Marketing Manager
Türk Telekom Group
01.2015 - 05.2016
Residential Marketing Supervisor
TTNET A.Ş
07.2011 - 12.2014
NUK Baby Products Brand Manager
Atak Dış Ticaret A.Ş
01.2010 - 06.2011
MBA -
Bahçesehir University
01.2010 - 01.2012
Marketing/ Product Manager
Teva Pharmaceutical Global Company
01.2007 - 12.2009
Marketing Supervisor
Medtronic (formerly Tyco Healthcare) Medical Devices Company
11.2003 - 12.2006
BA - Economics
Boğaziçi University
01.1998 - 01.2003
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