Ebru A.
Digital Marketing | Project | Product Manager @ CRM | SaaS Tools | Media & KPI Ops
Experience
Feb 2025 - Present
7 monthsBerlin, Germany
Product Operations Manager
Zalando SE
- End-to-end responsibility for the successful implementation and ongoing optimization of Mediatool for strategic media planning (offline & online).
- Developed and managed efficient onboarding, configuration, and support processes for international stakeholder teams.
- Led API integrations to connect external systems for result tracking and performance measurement.
- Advised departments on using and improving the tool, including workshop design, training, and knowledge transfer.
- Set up and maintained comprehensive PMO tracking to manage tasks, milestones, and deliverables.
- Prioritized and documented requirements, change requests, and bugs in Jira with transparent communication via Confluence.
- Systematically analyzed user feedback to derive data-driven 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 marketing using Salesforce and Tableau.
- Applied the PMO framework for process optimization, KPI management, and performance improvement in collaboration with Accenture, Deloitte, and NTT Data.
- Held end-to-end responsibility for dashboard development, including defining use cases, stakeholder management, resource planning, and agile implementation in a cross-functional team.
- Created and documented use cases and user stories for CX, dealer, management, and operations perspectives using Miro.
- Managed the product backlog, sprint planning, testing, validation, and quality assurance in Jira and Confluence.
- Designed and led onboarding workshops and training for internal teams and external agencies.
- Managed the transition between existing and new agencies to ensure smooth collaboration and tool adoption.
- Introduced regular performance reporting and data-driven optimization of multi-channel campaigns.
- Derived and implemented CX metrics and linked customer journey, lead management, and Salesforce data.
- Built budget-tracking models to link marketing spend with conversion rates, channel efficiency, and dealer performance.
- Presented dashboard results on international platforms.
- Conducted requirements engineering for CRM and marketing needs and maintained the requirement documentation systematically.
- Improved data quality, reporting transparency, and automation to support 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 improve publisher performance.
- Managed client 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 delivered reports and recommendations for stakeholders.
- Served as the point of contact for major incidents and managed ticket resolution.
- Optimized Ad Operations systems to comply with platform policies and data quality standards.
- Enhanced and managed the blacklisting and whitelisting system, including related knowledge management and training.
- Led OKR meetings to define and monitor strategic goals and prepared reports to support company strategy.
Sep 2015 - Jan 2017
1 year 5 monthsFrankfurt, Germany
Product Management Expert in RTA Advertising, Premium Publishers, Marketing & Sales
Ströer Digital Media GmbH, Ströer Group
- Initiated and steered the development of innovative advertising products and implemented a strategic product roadmap.
- Led and moderated interdisciplinary workshops for idea generation and prioritization.
- Oversaw agile development processes, product quality, and acceleration of time-to-market.
- Executed digital campaigns on Google and display ads, as well as programmatic and real-time advertising platforms.
- Conducted internal analysis of client inquiries on campaign performance and derived strategic actions.
- Prepared and presented weekly and monthly reporting numbers 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 AdTechnology & CRM Salesforce.com
InteractiveMedia CCSP GmbH, Deutsche Telekom Group
- Managed and administered various AdTech systems and Salesforce CRM to optimize digital media monetization.
- Performed proactive error analysis and quick troubleshooting to ensure system stability.
- Acted as central interface for process analysis, system optimization, and effective knowledge transfer.
- Analyzed and optimized the Salesforce platform, developed custom dashboards, and increased operational efficiency.
- Led Salesforce extension projects and implemented new features.
- Designed and conducted training sessions 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 managed the intranet presence, including analyses, concept development, and resource planning.
- Compiled and analyzed market data to support strategic direction.
- Prepared and presented market and competitor 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 company web portal and the e-commerce platform.
- Planned and monitored time and resource usage to ensure an optimal user experience.
- Collaborated with the general manager and web team on a unified content strategy.
- Conducted market and competitor analyses to optimize web content.
Jul 1998 - Sep 1998
3 monthsİzmit, Turkey
Research and Development Intern (R&D)
Kordsa
- Assisted in the development and optimization of rubber materials for the automotive industry.
- Performed 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 company goals and budgets. Extensive experience managing cross-functional teams, internal stakeholders, and external agencies, especially in automotive, telecom, e-commerce, SaaS, and media & advertising technology.
Skilled at developing target-specific campaign messages – even for complex products – and executing global media campaigns along complex customer journeys. Responsible for campaign concept, budgeting, scheduling, quality assurance, and success analysis based on defined KPIs.
Strong tool expertise in Salesforce Marketing, Service & Sales Cloud, Tableau, Google Analytics, Adobe Analytics, Jira, Confluence, and various CMS and project management platforms. Hands-on experience launching and scaling SaaS-based marketing solutions, user management, incident handling, and leading workshops for cross-department alignment.
Available immediately for freelance or interim roles 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 with 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 Future Workshop
Web Data Analysis with Google Analytics
GMP, Google Future 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 Future Workshop
Mastering Digital Marketing in the AI World: SEM, SEO, Social Media, and Beyond
London Business School
Online Shop Creation and Management
GMP, Google Future Workshop
SEO and SEA for Reach Growth
GMP, Google Future Workshop
Content Marketing, Email Marketing, Programmatic, SEA
Digital Bash
Report Creation with Google Data Studio
GMP, Google Future Workshop
Personal Development in Digital Marketing and Leadership Skills
GMP, Google Future Workshop
Tag and Code Management with Google Tag Manager
GMP, Google Future Workshop
Diploma in Montessori Pedagogy
Introduction to Web Analysis and the Web Analysis Tool Analyzer Compact/Advertising
Core Media CMS Basic Training
JavaScript and HTML, Introduction to Web Programming
Training Salesforce Administrator
Mentoring Certificate
WCMS Training (eBase Author/Editor)
Microsoft Certified Database Administrator
Microsoft Certified Professional
Microsoft Certified System Engineer
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