Seda (Obuz) Tirkaz
Freelance Marketing Consultant
Experience
Dec 2019 - Present
5 years 7 months Munich, Germany
Freelance Marketing Consultant
- Assessed new business and revenue opportunities
- Developed the strategic marketing plan for a startup company
- Provided expert insights in the conceptualization of innovative marketing strategies
Sep 2017 - Jan 2019
1 year 5 months İstanbul, Turkey
Global Trade Marketing Manager
Sisecam Group / Pasabahce
- Managed shopper marketing strategies and category development projects of Pasabahce brand across multiple channels in Turkey, Russia, Italy, Egypt, Iran (ad-hoc activities are done in Europe, CIS, Middle East, Asia).
- Executed seasonal activities, events, in-store themes, annual retail plan and consumer promotions.
- Managed a team of 8 members and 220+ merchandisers on the field.
- Collaborated with 5 subsidiaries, 25+ distributors and 10+ marketing agencies.
- Managed agency/department budgets.
- Arranged sales account visits in coordination with sales teams in order to extend existing markets and develop new sales channels.
- Responsible for premium brand Nude, its marketing strategies and analysis including ROI and SWOT.
- Prepared annual strategic trade marketing plan.
- Ensured sales target is achieved and brand guidelines are followed in global activities.
- Achieved to launch shopper marketing in Turkey, Egypt, Iran and Italy and get retail sales growth by 20%-Turkey; 210%-Russia and 169%-Egypt.
- Increased the retail penetration by 39% in one year.
Dec 2015 - Sep 2017
1 year 10 months İstanbul, Turkey
Global Trade Marketing Executive
Sisecam Group / Pasabahce
- Developed all go-to market materials from creative design to execution including merchandising directives, presentations for sales meetings, trade shows and executive meetings.
- Built partnerships with 3rd party marketing/retail agencies.
- Led marketing and sales strategies in retail and horeca channels.
- Managed a team of 3 members and 100+ merchandisers on the field.
- Established merchandising operations with 120 merchandisers in Russia.
- Russia, 2nd biggest market: Increased consumer engagement and brand awareness (+4.5%-Nielsen Report) by elevating the in-store shopping experience and digital media usage.
- Implemented SKU Optimization Project: set product basket optimization, differentiated products for various channels, analyzed SKU performance/product life-cycle.
Dec 2013 - Dec 2015
2 years 1 month İstanbul, Turkey
Shopper Marketing Specialist
Sisecam Group / Pasabahce
- Developed and analyzed region/by customer trade promotions.
- Developed and analyzed periodical internal status update reports for incentives, merchandising audit results and company sell-out data.
- Took responsibility for profitability success.
- Worked and built strong relationships with the marketing, category, sales, and finance departments.
Mar 2013 - Dec 2014
10 months İstanbul, Turkey
Assistant Brand Manager
TAT Food Group
- Responsible for all marketing activities of Pastavilla and TAT Ketchup brands.
- Achieved development of a brand-new product “Pastavilla Tam Bugday”.
- Led the entire ATL and BTL processes for the new product.
- Developed the messaging and content for social media.
- Monitored market trends, consumer behaviors, and spending habits for marketing projects.
Jun 2010 - Aug 2010
3 monthsIntern in Treasury Department
Volkwagen Dogus Financing
Apr 2008 - Feb 2010
1 year 11 monthsPart-time Sales Specialist
Papko GmbH
- Provided sales analysis, forecasting and reporting.
Languages
Turkish
Native
English
Advanced
German
Intermediate
Education
Oct 2020 - Jun 2021
Technical University of Munich
Munich, Germany
Oct 2011 - Sep 2012
University of Bristol
MSc · Economics, Finance and Management · Bristol, United Kingdom
Oct 2006 - Jun 2011
Istanbul Technical University
BS · Management Engineering · İstanbul, Turkey
Certifications & licenses
Google Analytics
The Fundamentals of Digital Marketing
Leadership Program
Dale Carnegie Academy
Strategic Marketing Program
Ozyegin University, Faculty of Business
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