Ebru Ataman - Product Operations Manager, Media Operations & Growth, Global Marketing

Darmstadt, Germany

Experience

Feb 2025 - Present

1 year

Berlin, Germany

Product Operations Manager, Media Operations & Growth, Global Marketing

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.
Leadership of API integrations to connect external systems (e.g., for result tracking and performance measurement).
Advising departments on tool usage and development, including workshop design, training, and knowledge transfer.
Establishment and maintenance of comprehensive PMO tracking for all tasks, milestones, and deliverables.
Prioritization and documentation of requirements, change requests, and bugs in Jira, with transparent communication via Confluence.
Systematic evaluation of user feedback to derive data-driven optimization measures.
Responsibility for the monthly Mediatool communication newsletter, including content creation for users and leadership.

Nov 2022 - Apr 2024

1 year 6 months

Weiterstadt, Germany

Project Lead | Product Owner in Performance Management and Analytics

SEAT und CUPRA Deutschland GmbH

Led a strategic marketing digitization project using Salesforce Tableau, applying the PMO framework for process optimization, KPI management, and performance improvement in collaboration with Accenture, Deloitte, and NTT Data.
End-to-end responsibility for dashboard development, including use-case definition, stakeholder management, resource planning, and agile implementation in a cross-functional team.
Conducted and documented use cases and user stories (CX, dealer, management, operational view) using Miro to foster transparent collaboration.
Managed 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, including system access coordination and knowledge management.
Oversaw the transition between existing and new agencies to ensure seamless collaboration and tool adoption.
Introduced regular performance reporting, including analysis and data-driven optimization of multi-channel campaigns (display, programmatic, SEA, SEO, social, email).
Defined and implemented CX metrics, linking customer journey, lead management, and Salesforce data (Sales & Marketing Cloud).
Built budget-tracking models to correlate marketing spend with conversion rates, channel efficiency, and dealer performance.
Presented dashboard results on international platforms (SEAT Germany, VW AG International, Salesforce VW Tableau Day).
Acted as requirements engineer for CRM and marketing needs; coordinated between business units, developers, and architects.
Maintained requirements documentation in Confluence and Jira to ensure traceability.
Continuously improved data quality, reporting transparency, and automation to enable data-driven decisions.
Achieved a 30% efficiency increase in resource planning and project control through structured PMO-driven management.
Strengthened cross-functional collaboration through clear communication with marketing, IT, controlling, and management.

Jan 2017 - Jan 2022

5 years 1 month

Frankfurt, Germany

Senior Yield Management Expert in Programmatic Advertising

Ströer Digital Media GmbH

Led and strategically optimized yield management processes to improve publisher performance using data-driven monetization models.
Managed customer exclusions and targeted campaign control through blacklist and whitelist management.
Successfully optimized publisher yields and built a sustainable AdTech ecosystem for increased efficiency.
Developed data-driven monetization models to boost publisher revenue through programmatic advertising.
Managed targeting and brand-safety processes, configuring custom ad exclusions and audience segmentation.
Collaborated with sales teams and campaign managers to implement ad strategies aligned with brand requirements.
Enhanced campaign performance and brand alignment by ensuring targeted ad placements.
Refined programmatic targeting and audience segmentation, increasing campaign efficiency.
Strengthened collaboration between yield management teams and stakeholders for more effective strategy execution.
Produced and delivered reports and recommendations for stakeholders and introduced best practices in stakeholder management.
Served as the main contact for major incidents, overseeing ticket resolution to ensure service quality.
Strategically planned and optimized ad operations systems to comply with platform policies and data quality standards.
Established efficient incident management processes and continuous system improvements for stability and data quality.
Optimized and managed the blacklisting and whitelisting system, ensuring targeted ad delivery meeting publisher requirements.
Developed and delivered training for internal teams and publishers on system usage, documenting processes for continuous improvement.
Led OKR meetings to define and monitor strategic department goals in yield management, creating reports to support company strategy.

Sep 2015 - Jan 2017

1 year 5 months

Frankfurt, Germany

Product Management Expert in RTA Advertising, Premium Publisher, Marketing & Sales

Ströer Digital Media GmbH

Initiated and managed the development of innovative ad products to expand publisher inventory and open new revenue opportunities.
Developed and implemented a strategic product roadmap aligned with corporate goals and operational milestones.
Led and facilitated interdisciplinary workshops for idea generation and prioritization, fostering efficient development cycles.
Oversaw agile development processes, monitored product quality, and accelerated time-to-market through strategic measures.
Collaborated closely with sales teams to tailor offerings to client needs, ensuring successful product launches and increased user engagement.
Conducted and managed digital campaigns on Google and display ads, programmatic and real-time advertising platforms, handling targeting, planning, monitoring, testing, delivery, scheduling, quality control, and ROI reporting.
Analyzed internal client requests for campaign performance and derived strategic actions based on detailed data analysis.
Produced and presented weekly and monthly performance reports for publishers to continuously optimize campaign strategies.
Monitored competitor KPIs, especially for Deutsche Telekom AG on t-online.de, and coordinated cross-stakeholder actions to maintain competitive market presence.
Improved stakeholder communication and alignment, leading to more efficient marketing strategy implementation and stronger market position.

Jan 2008 - Sep 2015

7 years 9 months

Darmstadt, Germany

IT Manager | System Administrator in AdTechnology & CRM Salesforce.com

InteractiveMedia CCSP GmbH

Managed and administered various AdTech systems and Salesforce CRM to support digital media sales and optimize daily processes (including AdTech Helios IQ, AppNexus Ad Exchange, and CoreMedia CMS).
Conducted proactive error analysis based on alerts and implemented quick, effective solutions to ensure system stability and continuous process optimization.
Acted as central interface between departments for process analysis and system optimization, facilitating knowledge transfer and handling campaign and client inquiries.
Increased system stability and reduced downtime by 25% through targeted proactive troubleshooting.
Improved operational efficiency and accelerated workflows through optimized system administration.
Enhanced customer satisfaction by providing effective knowledge transfer and prompt issue resolution, fostering better interdepartmental collaboration.
Performed detailed analyses and optimizations of the Salesforce platform to boost operational efficiency, improve user experience, and visualize critical KPIs with custom dashboards.
Managed system enhancements and new feature implementations to meet business requirements.
Led Salesforce extension projects, including requirements management, vendor coordination, and functional customizations in quoting, content, sales, product management, and user administration.
Conducted SAP-CRM functionality evaluations for system transition analysis, comparing with Salesforce to provide strategic optimization insights.
Designed and delivered training workshops for stakeholders to drive system adoption and efficient CRM integration.
Configured and customized Salesforce solutions to streamline business processes matching specific company needs.
Integrated third-party tools and APIs to extend Salesforce functionality and ensure seamless system interoperability.

Jan 2007 - Jan 2008

1 year 1 month

Kelsterbach, Germany

Business and Data Analyst, Strategy and Corporate Development

Lufthansa Systems AG

Supported the strategy team in executing and coordinating projects to achieve corporate objectives.
Led intranet project including analysis, concept development, site structure design, navigation, and comprehensive time and resource planning.
Organized and launched the intranet focusing on user-friendly design and functionality.
Collected and analyzed market data and qualitative information to inform strategic corporate direction.
Prepared and presented market and competitor analyses for the management team.
Delivered a structured and functional intranet that significantly improved internal communication and information sharing.

Jan 2001 - Dec 2002

2 years

Ankara, Turkey

Web Specialist in Content Management, Web Design & E-Commerce

IsNet Internet Service Provider A.S.

Led the end-to-end development and ongoing maintenance of the corporate web portal and e-commerce platform for a user-centric online presence.
Managed all project phases from requirements analysis through concept interviews to web structure and navigation design with a strong focus on usability.
Planned and controlled time and resources to meet project goals and ensure optimal user experience.
Implemented and launched the new website and e-commerce site, continuously updating content to maintain relevance and value for customers and the business.
Collaborated closely with the general manager and central web team to ensure a unified content strategy and consistent user experience across the portal and e-commerce platform.
Conducted detailed market and competitor analyses through systematic data preparation to support strategic web content and e-commerce strategy optimization.

Jul 1998 - Sep 1998

3 months

İzmit, Turkey

Intern in Research and Development

Kordsa

Contributed to the globally recognized R&D center specializing in innovative material technologies for the automotive industry.
Assisted in developing and optimizing rubber materials used in tires and automotive components with a focus on strength and durability requirements.
Performed lab experiments to analyze the mechanical properties and performance of rubber materials under realistic load scenarios.
Participated in preparing scientific articles and technical reports to support innovation projects and advance material research.
Collaborated closely with the department manager to implement test methods and develop data-driven research outcomes.

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 the 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 budget requirements. Extensive experience managing cross-functional teams, internal stakeholders, and external agencies, especially in the automotive, telecommunications, e-commerce, SaaS, and media and advertising technology industries.

Skilled in developing target group-specific campaign messages – even for complex products – and in implementing global media campaigns across complex customer journeys. Responsible for campaign concept, budgeting, scheduling, quality assurance, and success analysis based on defined KPIs.

Solid tool knowledge in Salesforce Marketing, Service & Sales Cloud, Tableau, Google Analytics, Adobe Analytics, Jira, Confluence, and various CMS and project management platforms. Hands-on experience in implementing and scaling SaaS-based marketing solutions, user management, incident handling, and conducting cross-departmental alignment workshops.

Immediately available 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.

Skills

Project Management And Agile Methodologies
Digital Marketing
Crm Salesforce
Web Analytics Tools And Data Management Expertise
Data Analysis, Optimization, And Governance
Stakeholder And Team Management
Content Management And Training Materials
Extensive Knowledge And Experience In The Media, It, Telecommunications, Internet Services, Automotive, Aviation, Retail, Fashion, And Lifestyle Industries.
In-depth Experience With Development Environments (Eclipse) And Database Management Systems (Microsoft Sql, Mysql).
Experience With Wordpress, Coremedia Cms, And Ebase Cms.
Knowledge Of Marketo, Adobe Advertising Cloud, Adobe Experience Manager, Adobe Analytics, Salesforce Crm, And Marketing Cloud (Including Customization, Support, And Dashboard Creation)
Proficient In Ms Office, Ms Project, Ms Sharepoint, Ms Teams, Slack, Mural, Jira, Confluence, Trello, And Servicenow.
Miro: Experienced In Using Miro As A Collaborative Online Whiteboard Tool For Documentation, Problem Analysis, And Requirement Management In Agile Projects. Efficient Creation And Management Of Visual Workflows, User Story Mapping, And Brainstorming Sessions.
Practical Experience In Java, Javascript, Html, Css, And Knowledge Of Xml.
Solid Understanding Of Object-oriented Design (Ood) And Object-oriented Analysis (Ooa).
Basic Understanding Of It Infrastructure (Cloud, Microsoft, Azure, Exchange) And Knowledge Of Itil Principles.
Advanced Knowledge In Ad Technologies And Operations And Crm Systems With A Focus On Salesforce.com.
Understanding And Experience In Generative Ai.

Languages

German

Native

English

Advanced

Education

Sep 1993 - Feb 1999

Middle East Technical University

Bachelor of Science in Chemical Engineering with a focus on Process Engineering · Chemical Engineering · Ankara, Turkey

Certifications & licenses

Generative AI and Machine Learning through 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 Akademie

Agile Working Methods and Design Thinking

GMP, Google Future Lab

Web Data Analysis with Google Analytics

GMP, Google Future Lab

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 Lab

Mastering Digital Marketing in the AI World: SEM, SEO, Social Media, and Beyond

London Business School

Online Shop Creation and Management

GMP, Google Future Lab

SEO and SEA for Increasing Reach

GMP, Google Future Lab

Content Marketing, Email Marketing, Programmatic, SEA

Digital Bash

Creating Reports with Google Data Studio

GMP, Google Future Lab

Personal Development in Digital Marketing and Leadership Skills

GMP, Google Future Lab

Tag and Code Management with Google Tag Manager

GMP, Google Future Lab

Diploma in Montessori Education

Introduction to Web Analysis and the Web Analysis Tool Analyzer Compact/Advertising

CoreMedia CMS Basic Training

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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Experience

Product Operations Manager, Media Operations & Growth, Global Marketing

Zalando SE

Project Lead | Product Owner in Performance Management and Analytics

SEAT und CUPRA Deutschland GmbH

Senior Yield Management Expert in Programmatic Advertising

Ströer Digital Media GmbH

Product Management Expert in RTA Advertising, Premium Publisher, Marketing & Sales

Ströer Digital Media GmbH

IT Manager | System Administrator in AdTechnology & CRM Salesforce.com

InteractiveMedia CCSP GmbH

Business and Data Analyst, Strategy and Corporate Development

Lufthansa Systems AG

Web Specialist in Content Management, Web Design & E-Commerce

IsNet Internet Service Provider A.S.

Intern in Research and Development

Kordsa

Summary

Skills

Languages

Education

Middle East Technical University

Bachelor of Science in Chemical Engineering with a focus on Process Engineering · Chemical Engineering · Ankara, Turkey

Certifications & licenses

Generative AI and Machine Learning through 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 Akademie

Agile Working Methods and Design Thinking

GMP, Google Future Lab

Web Data Analysis with Google Analytics

GMP, Google Future Lab

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 Lab

Mastering Digital Marketing in the AI World: SEM, SEO, Social Media, and Beyond

London Business School

Online Shop Creation and Management

GMP, Google Future Lab

SEO and SEA for Increasing Reach

GMP, Google Future Lab

Content Marketing, Email Marketing, Programmatic, SEA

Digital Bash

Creating Reports with Google Data Studio

GMP, Google Future Lab

Personal Development in Digital Marketing and Leadership Skills

GMP, Google Future Lab

Tag and Code Management with Google Tag Manager

GMP, Google Future Lab

Diploma in Montessori Education

Introduction to Web Analysis and the Web Analysis Tool Analyzer Compact/Advertising

CoreMedia CMS Basic Training

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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