Ebru A.
Digital Marketing | Project | Product Manager @ CRM | SaaS Tools | Media & KPI Ops
Experience
Feb 2025 - Present
9 monthsBerlin, Germany
Product Operations Manager
Zalando SE
- End-to-end responsibility for the successful implementation and continuous optimization of Mediatool for strategic media planning (offline & online).
- Development and management of efficient onboarding, configuration and support processes for international stakeholder teams.
- Leading API integrations to connect external systems for result tracking and performance measurement.
- Advising departments on the use and further development of the tool, including workshop design, training and knowledge transfer.
- Setting up and maintaining comprehensive PMO tracking to manage all tasks, milestones and deliverables.
- Prioritizing and documenting requirements, change requests and bugs in Jira and transparent communication via Confluence.
- Systematic analysis of user feedback to derive data-based optimization measures.
- Responsible for the monthly Mediatool communication (newsletter), including content creation for users and leadership.
Nov 2022 - Apr 2024
1 year 6 monthsWeiterstadt, Germany
Project Lead | Product Owner in Performance Management and Analytics
SEAT and CUPRA Germany GmbH, VW Group
- Led a strategic digitalization project in the marketing area with Salesforce Tableau.
- Applied the PMO framework for process optimization, KPI management and performance improvement in cooperation with Accenture, Deloitte and NTT Data.
- End-to-end responsibility for the further development of the dashboard, including use case definition, stakeholder management, resource planning and agile implementation in a cross-functional team.
- Conducted and documented use cases and user stories for CX, dealer, management and operational perspectives using Miro.
- Responsible for the product backlog, sprint planning, testing, validation and quality assurance in Jira and Confluence.
- Developed and delivered onboarding workshops and training for internal teams and external agencies.
- Managed the transition between existing and new agencies to ensure seamless collaboration and tool usage.
- Introduced regular performance reporting and data-driven optimization of multi-channel campaigns.
- Derived and implemented CX metrics and linked customer journeys, lead management and Salesforce data.
- Built budget tracking models to connect marketing spend with conversion rates, channel efficiency and dealer performance.
- Presented dashboard results on international platforms.
- Requirements engineering for CRM and marketing requirements and systematic maintenance of requirements documentation.
- Improved data quality, reporting transparency and automation to drive data-driven decisions.
Jan 2017 - Jan 2022
5 years 1 monthFrankfurt, Germany
Senior Yield Management Expert in Programmatic Advertising
Ströer Digital Media GmbH, Ströer Group
- Led and strategically optimized yield management processes to increase publisher performance.
- Managed customer exclusions and targeted campaign control through blacklist and whitelist management.
- Developed data-driven monetization models and managed targeting and brand safety processes.
- Collaborated with sales teams and campaign managers to implement brand-specific advertising strategies.
- Created and provided reports and recommendations for stakeholders.
- Point of contact for major incidents and managed ticket handling.
- Optimized Ad Operations systems to comply with platform guidelines and data quality standards.
- Streamlined and maintained the blacklisting and whitelisting system, including knowledge management and training.
- Led OKR meetings to define and monitor strategic goals and prepared reports to support corporate strategy.
Sep 2015 - Jan 2017
1 year 5 monthsFrankfurt, Germany
Product Management Expert in RTA Advertising, Premium Publisher, Marketing & Sales
Ströer Digital Media GmbH, Ströer Group
- Initiated and managed the development of innovative ad products and implemented a strategic product roadmap.
- Led and facilitated interdisciplinary workshops for idea generation and prioritization.
- Responsible for agile development processes, product quality and accelerating time-to-market.
- Carried out digital campaigns on Google Ads, Display Ads as well as programmatic and real-time advertising platforms.
- Conducted internal analysis of client requests on campaign performance and derived strategic actions.
- Prepared and presented weekly and monthly reporting figures for publishers.
- Monitored and analyzed competitor KPIs, coordinated stakeholder actions and optimized stakeholder communication.
Jan 2008 - Sep 2015
7 years 9 monthsDarmstadt, Germany
IT Manager | System Administrator in Ad Technology & CRM Salesforce.com
InteractiveMedia CCSP GmbH, Deutsche Telekom Group
- Managed and administered various AdTech systems and Salesforce CRM to optimize digital media monetization.
- Conducted proactive error analysis and rapid troubleshooting to ensure system stability.
- Acted as central interface for process analysis and system optimization as well as effective knowledge transfer.
- Analyzed and optimized the Salesforce platform, developed custom dashboards and increased operational efficiency.
- Led Salesforce enhancement projects and implemented new features.
- Designed and delivered training and workshops for internal stakeholders.
- Integrated third-party tools and APIs for extended Salesforce functionality.
Jan 2007 - Jan 2008
1 year 1 monthKelsterbach, Germany
Business and Data Analyst, Strategy and Corporate Development
Lufthansa Systems AG, Lufthansa Group
- Supported the strategy team in coordinating various projects.
- Independently handled the intranet presence including analysis, concept development and resource planning.
- Collected and analyzed market data to support strategic direction.
- Prepared and presented market and competitive analyses to the management team.
Jan 2001 - Dec 2002
2 yearsAnkara, Turkey
Web Specialist in Content Management, Web Design & E-Commerce
IsNet Internet Service Provider A.S., IsBank Group
- Led the development and maintenance of the corporate web portal and e-commerce platform.
- Planned and monitored time and resource allocation for an optimal user experience.
- Collaborated with the General Manager and web team for a consistent content strategy.
- Conducted market and competitor analyses to optimize web content.
Jul 1998 - Sep 1998
3 monthsİzmit, Turkey
Intern in Research and Development (R&D)
Kordsa
- Assisted in the development and optimization of rubber materials for the automotive industry.
- Conducted lab experiments to analyze the mechanical properties of rubber materials.
- Contributed to scientific articles and technical reports and worked closely with the department head.
Summary
Experienced project manager, product owner and digital marketing manager with over 15 years of experience in IT, marketing, CRM and cross-channel campaign management – with a special focus on data-driven optimization, KPI tracking and scalable communication processes.
Proven success in strategic planning, execution and analysis of multi-channel marketing campaigns (online, print, SEA, social media, programmatic, display, SEO, email and affiliate), aligned with business goals and budget requirements. Extensive experience in leading cross-functional teams, internal stakeholders and external agencies, especially in the automotive, telecommunications, e-commerce, SaaS as well as media & advertising technology industries.
Skilled in developing target audience-specific campaign messages – even for complex products – as well as executing global media campaigns across complex customer journeys. Responsible for campaign design, budgeting, scheduling, quality assurance and success analysis based on defined KPIs.
Strong tool knowledge in Salesforce Marketing, Service & Sales Cloud, Tableau, Google Analytics, Adobe Analytics, Jira, Confluence as well as various CMS and project management platforms. Hands-on experience in implementing and scaling SaaS-based marketing solutions, user administration, incident handling, and conducting workshops for cross-department alignment.
Available immediately for freelance or interim assignments in project management, CRM, campaign management, product communication and digital marketing and transformation projects – preferably remote or in a hybrid model.
Languages
Turkish
NativeGerman
AdvancedEnglish
AdvancedEducation
Sep 1993 - Feb 1999
Middle East Technical University
Bachelor of Science, Process Engineering · Chemical Engineering · Ankara, Turkey
Certifications & licenses
Generative AI and Machine Learning by Google Cloud
PMI Generative AI for Project Managers
Data and Web Analytics
DMI Tracks at the Digital Marketing Institute
Project Management for Marketing and Product Management
Haufe Academy
Agile Working Methods and Design Thinking
GMP, Google Digital Workshop
Analysis of Web Data with Google Analytics
GMP, Google Digital Workshop
Digital Marketing Professional: Digital Marketing, Web Content Management and Social Media Management
ebam Academy for Business and Management
Google Ads for Advertising Campaigns
GMP, Google Digital Workshop
Mastering Digital Marketing in the AI World: SEM, SEO, Social Media, and Beyond
London Business School
Online Shop Creation and Management
GMP, Google Digital Workshop
SEO and SEA to Increase Reach
GMP, Google Digital Workshop
Content Marketing, Email Marketing, Programmatic, SEA
Digital Bash
Creating Reports with Google Data Studio
GMP, Google Digital Workshop
Personal Development in Digital Marketing and Leadership Skills
GMP, Google Digital Workshop
Tag and Code Management with Google Tag Manager
GMP, Google Digital Workshop
Diploma in Montessori Education
Introduction to Web Analysis and the Analyzer Kompakt/Advertising Tool
CMS Basic Training Core Media
JavaScript and HTML, Introduction to Web Programming
Salesforce Administrator Training
Mentoring Certificate
WCMS Training (eBase Author/Editor)
Microsoft Certified Database Administrator
Microsoft Certified Professional
Microsoft Certified System Engineer
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