Post on 17-Aug-2015
WHY ESRA KARAGÖZ?
Prepared by: ESRA KARAGÖZ2015 June, Istanbul, Turkey
Outline
Who is ESRA KARAGÖZ? Why ESRA KARAGÖZ?
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Who is ESRA KARAGÖZ?Demographical & Academic Info
Born in Izmir in 1984, daughter of two teachers
Studied in BAL (Bornova Anatolian High School) for 7 years
Graduated BAL in the 1st rank
In 2002, 156th rank in University Entrance Examination held all over Turkey among 1,500,000 students & entrance to the first choice, Boğaziçi University Industrial Engineering department
Passed English proficiency exam in Boğaziçi University
Internships in:
Arçelik – Quality Systems Tukaş - Purchasing Vestel - IT Pfizer – Production Planning
Thesis on “Advanced Supply Chain Planning & Scheduling”
Graduated from Boğaziçi in 2006 with honour degree
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Who is ESRA KARAGÖZ? Work Experience
Business Analyst - Consulting
Deloitte Consulting (05.2006 – 11.2007) Business audit and evaluation of 100 companies that applied for “Turquality” brand support
program Designing 5 year strategic roadmaps for brands that has won “Turquality” award Business process reengineering of Supply Chain & Marketing processes of “Ülker Packaging
Group” (4 company head offices, 11 plants) within the scope of SAP Blueprint study
Marketing Specialist - Marketing
Koton Apparel Company (11.2007 – 08.2008) Project manager of “Logistics Processes Reengineering & Logistics Outsourcing” project Project manager of “CEM – Customer Experience Management” project Business process reeingineering of marketing & logistics processes
Strategic Planning & Business Development Specialist - Marketing
AvivaSA Life & Pension (joint venture of Aviva & Sabancı) (10.2008 – 03.2010) Preparation of 3, 5 and 10 year strategic plans Preparation of yearly marketing plan Design and foundation of “Customer Loyalty Program” Customer segmentation Business process reeingineering and forecasting studies
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Who is ESRA KARAGÖZ? Work Experience
Product Development Manager - Marketing
Domino’s Pizza Turkey (07.2010 – 05.2011) Management of all items in the national menu mix (19 pizza products, 29 side items)
Development of existing products, handling negotiations regarding customer complaints for products or toppings
Responsibility of new product pre & post launch & the whole product management process
Conveying brief for TV ad. films & product photo shooting, organization and realization of TV ad. films and product photo shooting
Preparation of all POP materials for the new products
Preparation of 1-3-5 year marketing strategy together with the marketing team
Determination of product management strategy, product positioning, pricing
Responsibility of product profitability, campaign management, combo pack preparation to increase sales, hitting the sales targets of the items
Effective management of the yearly New Product Development budget
Planning and realization of new product launch gatherings in distinguished hotels (for 300 attendees each)
Management of the research budget; monitoring and reporting of all researches
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Who is ESRA KARAGÖZ? Work Experience – Launched Products that I Developed: Turkish Legends
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1. Lezzet Küpü (Cubes of Taste)
2. Oryantal (Oriental)
3. Kayseri Ateşi (Kayseri Fever)
Who is ESRA KARAGÖZ? Work Experience – Launched Products that I Developed: Turkish Legends
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Samples from Training Materials
Who is ESRA KARAGÖZ? Work Experience – Launched Products that I Developed: Turkish Legends
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Samples from Marketing Materials
Who is ESRA KARAGÖZ? Work Experience – Launched Products that I Developed: Turkish Legends
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Samples from Marketing Materials
Who is ESRA KARAGÖZ?Work Experience – Launched Products that I Developed: Bol Malzemos
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4. BOL MALZEMOS
12 Topping Pizza – the largest number of
toppings pizza ever in Turkey!
Who is ESRA KARAGÖZ? Work Experience – Launched Products that I Developed: Bol Malzemos
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Samples from Marketing Materials
Who is ESRA KARAGÖZ? Work Experience – Launched Products that I Developed: Bol Malzemos
“Sampling” Process of Bol Malzemos – Sample Slice Box Visual
I deployed “Sampling”
in FMCG sector for the first time in Pizza
Sector!
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Brand Manager – Marketing
Bosch Power Tools (05.2011 – 01.2013) Product and brand management of 200 SKU’s of Bosch Green which is
The market leader brand
The second biggest brand in turnover at Bosch Power Tools
The biggest turnover maker in multiples channel
The brand with the highest communication budget in Bosch Power Tools
No product manager position in the company (responsibility of both positions – brand & product management)
Responsible for the sales of Bosch Green products in traditional trade channel, multiple customers (Koçtaş, Bauhaus, etc.) channel and alternative sales channel (cross promo.s, loyalty programs, etc.)
Responsible for keeping the leadership position and improving market share furthermore
Who is ESRA KARAGÖZ? Work Experience
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Who is ESRA KARAGÖZ? Work Experience (Bosch experience cont’d)
Responsible for pricing, campaign management, stock management, determination of the product mix suitable for Turkey and positioning of the products, product launches in line with Bosch Turkey’s and Bosch Germany’s corporate policies and strategies
Reporting both to the vice president in Turkey and in Germany in paralel with targets of turnover, gross and internal (in country) margin, innovation products ratio
Integration of Bosch Germany strategies to Turkey in a perfect balance, managing the conflicts between these two parties
Management of all marketing activities including brand communication, communication budget, PR, relationship with agencies, cooperation with other parties, providing Shop in Shops and 70 Shop in Shop advisors to multiples, sponsorships to TV, local promotional material development
Implementing projects such as reaching a new consumer segment, expansion in specific innovation / focus product segments, creating market for a specific product, etc.
Operational tasks and reporting via SAP
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Who is ESRA KARAGÖZ? Work Experience – Bosch
I created the IXO man!
I locally created around 50
promotional materials such as
IXO usb stick apart from the ones that I
imported
Cross campaigns
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Who is ESRA KARAGÖZ? Work Experience – Bosch
Advertisement examples & TV sponsorships
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Who is ESRA KARAGÖZ? Work Experience – Bosch
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The first image & outdoor campaign in Power Tools
market
Who is ESRA KARAGÖZ? Work Experience – Bosch
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Who is ESRA KARAGÖZ? Work Experience – Bosch
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Who is ESRA KARAGÖZ? Work Experience – Bosch
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Marketing Manager – Marketing
Mapfre Asistencia – Tur Assist (08.2013 – ...) Management of all marketing activities of the brand, which is the leader
of assistance sector, including
Brand communication
PR
Cooperation with other parties
Local promotional material development, etc.
Implementing projects such as retail project
Reporting both to the commercial director
Responsible for keeping the leadership position and improving market share furthermore, sniffing the market and tracking competitors
Implementation of Mapfre Asistencia's marketing strategies in Turkey in a perfect balance, managing the conflicts between these two parties
Who is ESRA KARAGÖZ? Work Experience
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Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist
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AUTOSHOW
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist
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MOTOSHOW
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist
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organisation of openings
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist
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PR bulletins
our GM on the cover page of a famous sector
magazine
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist
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sponsorships
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist
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organisation of events for employees
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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regulare-bulletins
digital strategy development & digital media planning
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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e-mailing activities
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist
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banners on e-bulletins of sector magazines
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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mobile marketing activities
- Location and target customer based SMS sending
- IVR- Mobile
advertisements, etc.
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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corporate & retail website management
Google analytics tracking & reporting
renewal of retail website
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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social media management
- At 2013, the number of likes of FB page was 2000. Now it is 8963, which is more than 4 times!
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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online campaigns
FB applications19.637.734 impressions19.188 clicks
FB suggested post & page
ad.s
Google Display Network (GDN)
ad.s
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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combining corporate social responsibility project with
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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combining corporate social responsibility project with social media (breast cancer
sensitivity day)
Who is ESRA KARAGÖZ? Work Experience – Mapfre Asistencia – Tur Assist – DIGITAL MARKETING ACTIVITIES
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viral video competition between employees
Who is ESRA KARAGÖZ? Career Goal & Profile & Social Activities
Career Goal A successful career on marketing for fully utilizing my competencies and qualifications in
order to develop myself and Mapfre; creating a remarkable position in the minds of people via achieving remarkable, creative and genious solutions
Profile Perfectionist, always targeting the top, analytical, result oriented, trustworthy, effective in
problem solving, self-motivated, have initiative, enthusiastic about new experiences, social, team player, easily adaptable to change, open minded, successful in quickly learning and in communicating with all levels of the organization
Social Activities Dancing tango for the last 6 years
Dancing national dance since secondary school, attendance to 6 international dance festivals abroad as a national dancer
Singing since age of 6 professionally (chorist of Boğaziçi University Rock Chorus, soloist of high school orchestra, chorist & soloist of of Izmir State Opera and Ballet Youth Chorus, chorist & soloist of Polyphonic Children Chorus of Izmir Government Symphony Orchestra, soloist in above 100 concerts in total)
Reading, travelling
Swimming, reiki and yoga
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ESRA KARAGÖZ fits this team because; Besides coming up with analytical, creative, differentiated, original ideas and solutions; She will be “the strongest ring in the chain” due to her high motivation, enthusiasm,
determination, dedication, reliability, flexibility, communication ability! She will speed up all the colleagues in the team in the realization of vision and strategies via
improving herself and the team “every”day! She will bring the brightest colour in the rainbow to the variety range of the
company with her multidimensional and social personality and her original extraordinary ideas!
Why ESRA KARAGÖZ?
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4 m
THANK YOU!