Experience

100 WATTS CONSULTING

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Partner Consultant

  • Jan 2020 - Present

  100 Watts Consulting is offering high quality consulting services ranging from advising and consulting to CEOs or Boards to running and managing full fledged consulting projects with functional teams. We partner with world’s leading marketing and management consulting companies in our network to run the full fledged projects. 100 Watts Consulting is offering high quality consulting services ranging from advising and consulting to CEOs or Boards to running and managing full fledged consulting projects with functional teams. We partner with world’s leading marketing and management consulting companies in our network to run the full fledged projects.



Ontex

• Belgium
• Consumer Goods
• 700 & Above Employee

• Marketing Director, Middle East, Africa and Asia

  • Jan 2019 - Jan 2020

  Marketing Director, Middle East, Africa and Asia

• Marketing Director, Turkey, Middle East & North Africa, and Central Asia

  • Jan 2015 - Jan 2020

  Ontex Global is one of the World’s biggest hygienic disposable companies which operates in 5 continents with a turnover of more than 2.5 Billion €.• Marketing Director and member of Management Team of MENA Division consisting of Middle East, North Africa and Central Asia. Brands: Canbebe, Canped, Bello, ID, Helen Harper. Managing a marketing budget of up to 10 M€ to support 200 M€ sales in the region. Led an international team of 6 direct & 22 indirect reports• Achieved 10% increase in market share and 8% in profitability after successfully launching an innovative product line in light incontinence segment in adult care category (Canped) with an award-winning campaign:o FELIS Awards: Grand Prix, Best Internet Film-Health Communication, Success Award, Best Launch/Relaunch Category o PRIDA Award: Marketing Communications, Launches/Re-Launches Category First Prize • Contributed 24% sales growth in € basis in Algeria with 360-degree marketing and trade marketing campaigns.• Achieved 15% price premium over competition by creating strategic marketing plan to drive brand image and product line.• Successfully established a medical marketing team for the Health Care Professional activation and achieved 20% monthly sales increase within first 3 months after activation started. • Generated 3% profit increase in one year adding directly to EBIT and contributed to decrease of operation complexity and scrap rate by optimizing the product portfolio.• Achieved 434% sales increase in a profitable swimming pants category after re-launch with new brand and communication with commercial innovation.• Initiated and facilitated a social responsibility program called ‘Canbebe, to the Future with Mothers’ which has contributed significantly to phenomenal increase in consumer engagement. • Contributed development of scorecard of sales department which helps monitoring and improving the KPI’s effectively and reporting to global executive committee. Show less

• Head of International Marketing, MEA & Caucasia

  • Sep 2012 - Dec 2014

  Turkish brands, Belgian HQ, American company… A good recipe for success, excitement and fun in MEA. Bonus countries are Azerbaijan, Georgia, Pakistan, Afghanistan and Macedonia. Media campaign in Ethiopia, launch in Senegal, face the competition in Algeria while structuring a new marketing team. Have fun!• Established international marketing department and Algeria marketing team from scratch, coordinated and managed cross-functional international team and effectively blended requirements of diverse marketing, sales and operation teams rolled out Canbebe Re-Launch in 31 countries with a result of 30% sales increase. • Produced local and international TV productions, planned and executed ATL & BTL campaigns in MEA region including Ethiopia, Senegal, Mauritania, Macedonia and Georgia resulting in both a sales increase and pricing. • Identified and analyzed consumer trends, demographics and competitive landscape, defined opportunities, developed brand strategy, implemented product R&D, designed consumer packaging oversaw budgeting and P/L of 30 million€, contributed in pricing up and profitability increase. Functioned as change agent and led strategic and tactical marketing efforts, including defining, building and supporting positioning, identity, messaging and communications strategy.• Achieved efficiencies in marketing budget by analyzing advertising and promotional spending to identify channels and mediums for a better ROI. Show less



Zyman Group

• Advertising Services
• 1 - 100 Employee

• Senior Marketing Consultant

  • Nov 2008 - Sep 2012

  Zyman Group is The Premier International Strategic Marketing & Management Consultancy Firm that utilizes transformational strategies and proven principles to accelerate growth. • Collaborated with various FMCG clients to assist them in planning strategies to penetrate new and existing markets via market segmentation, brand positioning, competitive analysis and channel strategy. • Developed a new Brand Positioning Strategy and a related activation plan for Canbebe brand of Ontex and increased the monthly sales by 43% in 1 year. • Helped Eczacıbaşı Consumer Group companies (İpek Kağıt, E-Beiersdorf, Schwarzkopf, Girişim) achieve their annual targets by re-structuring the strategy development processes. • Developed a Brand Positioning of the new Men’s Care brand 3DMension of Schwarzkopf and successful activation plan for the national launch. • Contributed to the Brand Assessment and Road Map Preparation of Ülker-Dankek. Show less



Pınar Süt

• Türkiye
• Food & Beverages
• 200 - 300 Employee

• Marketing Director

  • Jun 2007 - Nov 2008

  Pınar is the leader dairy and meat/processed meat company with a turnover of 600 million Euro. • Reported to VP Food Division/Commercial Operations, held responsibility of the Cheese & Meat group which consists of 7 categories, 4 brands and 19 product groups. Led a team of 13 people including marketing services and category management. • Contributed a turnover of 500mio USD and effectively managed a marketing budget of 20mio USD. • Increased the turnover of ‘Sucuk/Turkish Chorizo’ category by 41% by market segmentation and new product/brand positioning. o EFFIE Award: Silver Effie for Chorizo Re-Launch Campaign • Increased the sales of Fresh Cheese Category turnover by 30% after developing a new brand strategy and communication campaign. o EFFIE Award: Silver Effie for Cheese Re-Launch Campaign • Planned and executed 9 market researches, production of 12 TV ads and broadcast of 15 TV ads. Successfully led a media pitch which resulted with 15 % more effective and creative media buying. Show less



Sütaş Group

• Food and Beverage Manufacturing
• 700 & Above Employee

• Category Marketing Manager

  • Aug 2005 - Nov 2006

  Sütaş is a leading dairy company operating in milk, cheese and yogurt categories with turnover of 400 million Euro. • Reporting to Asst. General Manager/Marketing, responsibility of the Kids’ Category which consists of 4 sub-categories, 5 brands and 5 product groups. Heading a team of 3 brand managers. • Increased the market share & turnover of Büyümix , ‘fromage frais’ brand, by 90% with a re-launch consisting of a new concept, packaging and communication strategy. • Contributed 30% price premium compared to international market leader in ‘fromage frais’ with successful promotional campaigns. • Successfully launched an innovative and value-added product group and created a new category with a new brand: Turkey’s first Baby & Toddler Yogurt, Babymix. • Increased the market share of Kids’ Yogurt Category from 64% to 89% against the multinational competitor. Show less



Danone

• France
• Food and Beverage Manufacturing
• 700 & Above Employee

• Marketing Coordinator

  • Sep 2003 - Aug 2005

  A part of Danone Group, Royal Numico operates in Baby Food and Clinical Nutrition categories.• Reporting to project director, heading the co-ordination in developing and implementation of a new production strategy of a product portfolio which involves 23 countries, 13 brands, 380 SKU’s, 4 factories in 4 countries and 120 million units per year. • Worked with international teams of product development, packaging development, production planning, procurement, legal affairs and finance teams. Identified issues and opportunities while implementing the new strategy by financial and production simulations. Show less

• Int. Senior Brand Manager

  • Sep 2001 - Aug 2003

  • Reporting to Global Marketing Manager, managed a portfolio of 3 ranges-240 products, which consists of jar food & baby drinks in 7 countries in Europe, Australia & New Zealand and generates €110 million sales. • Successfully launched Numico’s innovative Plastic Packaging Products in UK & Ireland by identifying consumer insight, product and packaging development, alternative procurement and production; contributing 20% sales increase in one year.• Structured a product portfolio of 3 different ranges according to the corporate strategy and market needs, accomplished 13 launches in 6 countries contributing 5% sales increase in Western and Southern Europe. Show less

• Brand Manager

  • Jan 1999 - Sep 2001

  • Reporting to commercial director, managed a portfolio of 35 products which consists of jar food, cereals and instant teas and two brands, Milupa and Bebelac.• Launched 22 products in 5 product groups for two brands and generated 200% sales increase with the new products in close corporation with both medical marketing and retail sales teams.• Contributed in successful transition of the baby food business from pharmacy channel to retail by corporate communication and promotion strategy.



Braun Household

• Germany
• Manufacturing
• 1 - 100 Employee

• Product Manager

  • Oct 1995 - Apr 1998

  One, only but big experience with durable goods sector. Washing machines, refrigerators, epilators, house appliances and lots of field experience with sales guys. Brand management with the Challenger brand, Trade marketing with World leading brand when people had not even named it after trade marketing. • Reporting to marketing manager, launched 12 new products in 3 product groups (washing machines, dish washers, water heaters) and generated 50% sales increase with the new products. • Headed and managed trade marketing and below the line activities of Braun products in all regions with the criteria of 20 % sales increase. • Guided the branding activities to increase the brand awareness of Teba and created the first TV commercial of Teba brand as a member of marketing team. Show less



Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• Asst. Brand Manager (Trainee)

  • Jul 1993 - Oct 1993

  First step in marketing, great school to learn, a carrier launch very valuable. Be brief, be quick and be efficient. • Reporting to brand manager, managed a $100.000 budget to organize a consumer campaign, trade promotion in Aegean Region and a PR activity (Miss Blendax Beauty Contest) for Blendax brand. • Generated 20 % sales increase in the Aegean Region with the consumer campaign. • Designed and directed the trade promotion activities and press ads to support the consumer campaign. First step in marketing, great school to learn, a carrier launch very valuable. Be brief, be quick and be efficient. • Reporting to brand manager, managed a $100.000 budget to organize a consumer campaign, trade promotion in Aegean Region and a PR activity (Miss Blendax Beauty Contest) for Blendax brand. • Generated 20 % sales increase in the Aegean Region with the consumer campaign. • Designed and directed the trade promotion activities and press ads to support the consumer campaign.