E. Dilara USTAOĞLU
Istanbul,34
Summary
Experienced marketing and growth manager with a strong background in brand development, digital marketing, and operational strategy. Proven expertise in managing large-scale projects, driving growth, and fostering customer loyalty in industries such as luxury retail, cosmetics, and social enterprises.
Key achievements include leading branding and sales strategies for luxury watch brands at Konyalı Saat, managing marketing for international exhibitions at Informa Markets, and directing growth and marketing for LilaKutu’s innovative projects like Campus Beauty Store and Manana Atelier. Skilled in strategic planning, digital marketing (SEO, SEM, eCommerce), performance analysis, and team leadership.
Holds certifications in strategic content marketing, competitive intelligence, and advanced branding. Fluent in English, with a focus on creating impactful, customer-centric solutions.
Overview
10
10
years of professional experience
Work History
Retail, Head of Brands and Sales Operations
KONYALI SAAT
11.2023 - 07.2024
- Leading the branding, marketing and sales strategies, operational processes, and post-sales customer loyalty for the 8 imported luxury watches’ brands owned by Konyalı Saat as a retailer or distributor
- Developing strategic local plans for creating and maintaining a strong brand and sales identity for the brands
- Developing and implementing marketing campaigns to convey appropriate messages to target audiences
- Managing operational processes at sales points and increasing efficiency
- Planning programs and events to enhance the post-sales customer experience and increase customer loyalty
- Managing and strengthening relationships with brand owners and suppliers
- Focusing on growing the company's brand portfolio, increasing market share, and ensuring customer satisfaction through these tasks
- Managing third-party processes such as creative and performance agencies, overseeing ATL & BTL processes
- Developing online and offline marketing strategies for brands
- Liaising with global teams of brands, and localizing strategies communicated from the global level
- Media planning and buying in Turkey (billboard, TV, radio, Metro), Meta and Google ad campaigns
- Developing and implementing comphrehensive eCommerce marketing strategies to drive online sales growth
- Planning, executing and optimizing digital marketing campaigns across various channels (SEO, SEM, E-mail, SMS, content etc.)
- Enhancing the online customer journey by improving website usability and personalization
- Developing and implementing also point of sales’ strategies to increase store sales and operational efficiency
Marketing & Growth Director
CAMPUS BEAUTY STORE
03.2019 - 05.2023
- A targeted initiative designed to introduce university students to clean ingredient beauty products, including organic, natural, and chemical-free options
- The project featured an innovative smart system in-store, enabling customers to easily select the most suitable products for their specific needs
- Additionally, the store provided education on proper skincare techniques, promoting the use of sustainable and healthy beauty practices from an early age
- This initiative aimed to foster awareness of clean beauty while offering personalized solutions for young consumers.
- This was the project of LilaKutu.
Head of Growth
MANANA ATELIER
02.2018 - 05.2023
- A social responsibility initiative empowering housewives to achieve financial independence by producing and selling handmade products
- The project fosters entrepreneurship among women, providing them with the skills, support, and opportunities to create high-quality, handcrafted items
- Through this initiative, participants contribute to their household income, enhance their financial literacy, and gain valuable business experience, all while promoting sustainable and ethical production practices.
- This was the project of LilaKutu.
Chief Marketing Officer
LILAKUTU
10.2015 - 02.2023
- Cosmetics B2C & B2B (Targeted, LilaKutu is one of a cosmetics and make-up products FMCG marketplace in Turkey
- It has online & offline sales & operations
- Developing marketing tools, hiring and managing team of 20, including creative, content, social media, category and beauty experts
- Contributing to the overall growth of the company
- Improving sales strategies and plans (cross sales, CRM, Upsell)
- Planning, implementing and managing the team according to marketing strategies
- Identifying KPIs
- Brand marketing for LilaKutu; creating the ways of a good relationship between LilaKutu and the customers
- Contributing to brand marketing communication
- Providing personalized experience for LilaKutu’s target customers with building campaigns and data analyzing
- Recommending and implementing KPIs for gaining new followers with growing loyalty across all social media properties; and optimizing communication strategies
- Measuring and reporting performance of all campaigns and creating ideas to improve metrics (from internal systems and Google Anayltics)
- Analyzing BI reports working with the IT team in developing smart search and recommendation systems
- Determine about brands which LilaKutu will include and negotiating with brands, partners, suppliers (margin, payments, marketing activities)
- Dealing and controlling 3rd party providers
- Provide training on products and brands recommended by beauty experts
- Creating and managing a content strategy that includes blog posts, videos, infographics, and other forms of content to attract and retain customers
- Ensuring the eCommerce platform is user-friendly, up-to-date, and optimized for conversions
- This includes managing product listings, descriptions, and images
- Collaborate with designers and developers to enhance the website's UX/UI, ensuring a seamless shopping experience
- Develop and manage email marketing campaigns to nurture leads, retain customers, and drive repeat purchases
- Leading and managing the eCommerce marketing team, providing guidance, training, and support
- Media planning and buying in Turkey (billboard, TV, radio, Metro), Meta and Google ad campaigns
- Developing and maintaining strong relationships with key decision- makers at major online marketplaces (e.g., Amazon, Trendyol, Hepsiburada etc.)
- Ensuring regular and effective communication with marketplace representatives to stay updated on policies, opportunities, and potential issues
- Negotiating for favorable product placement, such as featured listings or promotional slots, to increase visibility and sales
- Securing marketing support from the marketplace, such as inclusion in their promotional campaigns, email newsletters, or social media highlights
- Collaborating on pricing strategies to remain competitive while maintaining profitability
- Setting and negotiating sales targets with marketplaces, ensuring alignment with overall business goals
Marketing and Brand Relations Executive
LILAKUTU
08.2014 - 10.2015
- Planning digital marketing campaigns including web, SEO/SEM, email, social media and display advertising
- Measuring and reporting on the performance of all digital marketing campaigns
- Brainstorming new and creative growth strategies
- Evaluating important metrics that affect the website traffic and target audience
- Preparing reports on the marketing campaigns’ overall performance
- Orienting and educating new team members in the departments of marketing, customer services, operations, purchasing
- Using CRM systems to analyzing consumer experiences and creating loyalty activities
- Giving feedback for UI/UX to IT department and creating projects for new technologies and updating projects with members of IT department
- Determining other sales channels and negotiating with them, preparing all sales plan for these channels and educating all departments in the company
- Responsible for collaborating with cross-functional partners to manage all aspects of the business including, business planning, content strategy and development, promotional campaigns and other online marketing, website design, customer services, web analytics and web technologies
- PROJECTS in LilaKutu: Personalisation (Güzellik Profili), Campus Beauty Store
- Manana Atelier
Education
Bachelor of Arts - Business Administration And Management
ÖZYEĞİN UNIVERSITY, School of Economics And Administrative Sciences
Istanbul, Turkey01-2014
High School Diploma -
USKUDAR CUMHURIYET HIGH SCHOOL
Istanbul, Turkey06-2008
Skills
- SKILLS & CERTIFICATES
COMPUTER SKILLS
- MS Office (Word, Excel, Power Point)
- Photoshop (Basic)
- Click-up & Asana & Slack
- Performance Marketing Tools
- SEO Tools
- Marketing Analysis Tools
- AI Tools
CERTIFICATIONS
- Strategic Content Marketing: Attract, Engage, and Retain
- Marketing Strategy: Competitive Intelligence
- How to Build Visual Content Marketing Strategies
- Brand and Marketing Integration
Driving License: B class
References
REFERENCES Available upon request
Languages
Timeline
Retail, Head of Brands and Sales Operations
KONYALI SAAT
11.2023 - 07.2024
Marketing & Growth Director
CAMPUS BEAUTY STORE
03.2019 - 05.2023
Head of Growth
MANANA ATELIER
02.2018 - 05.2023
Chief Marketing Officer
LILAKUTU
10.2015 - 02.2023
Marketing and Brand Relations Executive
LILAKUTU
08.2014 - 10.2015
Bachelor of Arts - Business Administration And Management
ÖZYEĞİN UNIVERSITY, School of Economics And Administrative Sciences
High School Diploma -
USKUDAR CUMHURIYET HIGH SCHOOL
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