Experience

Cannes Lions School

• France
• Higher Education
• 1 - 100 Employee

• Dean

  • Jun 2022 - Present

  Dean at Roger Hatchuel Student Academy at Cannes Lions International Festival of Creativity inspiring and empowering 30 students hand picked from all around the World! Dean at Roger Hatchuel Student Academy at Cannes Lions International Festival of Creativity inspiring and empowering 30 students hand picked from all around the World!



Idea Bakery

• United States
• Advertising Services
• 1 - 100 Employee

• Founder & CEO

  • Jul 2009 - Present

  Founder & CEO at Idea Bakery, a boutique global brand strategy consultancy and training company, with HQ in Atlanta and network members around the World. We bake bespoke creative strategies for brand led transformation. Our Master Chefs are all former brand leading specialists, impartial and independent. They bake ideas all around the globe from Sao Paolo to Tokyo to New Zealand to London. At Idea Bakery, we believe brands have the power to change the World. Therefore we exist to impact positive change in the world one brand and one brand builder at a time. Over the past 13+ years we’ve been baking ideas for the World’s leading global brands and local gems like Google, GE Appliances, Unilever, Coty, Bayer, Allergan, Vodafone, J&J, SCJ, Ontex, Turkish Airlines, The Coca-Cola Company, Carlsberg, Zespri, Danone, Arçelik/Beko, Ford, Ülker, Diageo, Turkcell, Finansbank, NCB Bank, Strauss, Savola Group, Goody, Panda Retail, Nahdi, MAF, Carrefour, Ski Dubai, Bioceuticals. We provide an end to end journey of business, brand, product and communication strategies across geographies and categories. We offer strategy through: 1. Consultancy: We empower brand builders by being their right hand through our consultancy services both face to face and online. 2. Training: We build capability and confidence of marketing & agency organizations on best practices for marketing communications. We achieve this through design and delivery of company specific marketing academies & tailor made trainings. Show less

• Tutor

  • Jun 2012 - Jun 2015

  Tutor at Cannes Lions Young Marketers Academy empowering and inspiring Young Marketers from blue chip companies around the World working with Jim Stengel - Ex CMO of Procter & Gamble 4 years in a row. Tutor at Cannes Lions Young Marketers Academy empowering and inspiring Young Marketers from blue chip companies around the World working with Jim Stengel - Ex CMO of Procter & Gamble 4 years in a row.



Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• Associate Director North America Advertising Development Health & Beauty Care

  • Oct 2008 - Jun 2009

  -Responsible from holistic communication of total of 3.0 billion dollar brands in health & beauty care - Iams pet food (global), Gillette Venus (global), Tampax (North America), Secret (North America).-Built strong partnership with Leo Burnett Chicago, BBDO NY & S&S NY.-Helped the brand and agency teams to move to the 'Brand Agency Leader/Brand Franchise Leader' new compensation system.

• Training Captain for North America

  • Jan 2008 - Jun 2009

  -Led marketing communications training content and process through Assistant Brand Manager College, Brand Manager College, Marketing Communications Seminar and Production Excellence Seminar, improving ratings of trainings out of a scale of 5.0 - from 4.1 to 4.5 for ABM College, 4.2 to 4.9 for BM College, 4.2 to 4.6 for Production Excellence and 5.0 out of 5.0 for Marketing Communications Seminar.- Issued 20 'Serfi's Ad Picks' newsletters that bring best in class external communication examples to more than 400 P&Gers.- Led and trained 'value reframing', 'campaigns', 'holistic communication', 'interactive advertising', 'concept', 'P&G/Agency Collaboration' workshops.- Represented P&G at the 2008 Clio Awards and trained the organization on learnings. Show less

• Associate Director North America Household Care

  • Dec 2005 - Sep 2008

  - Responsible from holistic communication of a total of 4.8 billion dollar brands in household care - Duracell (global), Downy (North America), Cascade (North America), Dawn (North America), Mr. Clean (North America).- Led the new Holistic campaign creation for Downy 'Feel More' & Dawn 'Skeptical Sponge' campaigns. - Established strong partnership with Grey NY, Grey Toronto, S&S NY and Kaplan Thaler Group NY.

• Associate Director Central & Eastern Europe, Middle East & Africa Region, Fabric & Home Care

  • Nov 2000 - Nov 2005

  - Led communication for CEEMEA Fabric Care managing 12 country cluster MDs, BMs and ABMS (more than 50 people), regional MDs and BMs and regional and local agencies (S&S, Leo Burnett, Grey)-Grey CEEMEA region Fabric Care NOS by 117 index vs. ya in FY 05/06 and 122 index in FY 04/05. Improved 'judged effective' advertising from 49% to 87%. - Ensured campaign consistency across CEEMEA for Ariel (Demanding professional/Challange/Endorsement), Tide/Alo (Surprising Whiteness/Noticeable Whites/Super Mom), Bonux (Smart Shopper)- Helped develop the regional Tide 'White Musk' holistic communication which won the 'best commercial innovation' award in Global Brand Building Awards and grew the business at index 118.- Helped turn around the Turkish fabric care business carrying P&G to clear cut leadership, making it bigger than Lever and Henkel combined. Won 2003 'Best Turnaround' Global Brand Building Awards for Turkey with Ariel and Alo. - Show less

• Training Captain for Central & Eastern Europe & Middle East and Africa

  • Nov 2000 - Nov 2005

  -Established a training program for 15 countries in CEEMEA leading 16 months of monthly copy lunch content and ABM College, BM College, Marketing Communications Seminar and Advanced Storyboard Seminars. -Created and trained the 'Global Advertising that Works in the Low Income Markets' training.-Led the Agency Evaluations process for S&S, Leo Burnett, Grey and BBDO at the regional level.-As a guest speaker lectured in Advertising classes for BA and MBA students in the Bosphorus University, ODTU University and Bilkent University. Show less

• Advertising Development Manager - Western Europe Fabric & Home Care - Brussels/Belgium

  • May 2000 - Nov 2000

• Brand Manager Alo, Ace, New Brands - Turkey

  • Mar 1998 - May 2000

• Assistant Brand Manager Ipana, Blendax, Ariel - Turkey

  • Aug 1994 - Mar 1998