Begüm Aydın
Senior Brand Manager
İstanbul
Summary
Dynamic Senior Brand Manager with a proven track record at FMCG industry.
Overview
9
9
years of professional experience
Work History
Senior Brand Manager
Mars Wrigley Confectionery
10.2024 - Current
- Responsible for Twix brand across 10 markets in Central Eurasia in Bars category.
- Developed and aligned yearly brand strategies across regions, ensuring they supported overall business goals.
- Led regional launches Twix, adapting strategies to fit Central Eurasian market needs.
- Managed cross-team programs to create the strategy & speed up execution and improve collaboration between marketing, sales, and product teams for Turkiye Acceleration in total Chocolate category.
- Analyzed consumer and market trends from Central Eurasia to shape Twix brand positioning and drive smart growth plans.
- Directed media investment strategies to boost visibility and impact across different products and countries.
- Owned media strategy and execution in Turkiye for Bars category
- Built strong connections between markets to share successful ideas and adapt marketing tools.
Adapted global brand vision into local campaigns that connected with consumers and built brand strength. - Supported long-term product planning and innovation to keep the total Bars category competitive and relevant.
Brand Manager / Sr. Assistant Brand Manager
Ülker / Pladis Global
11.2021 - 10.2024
- Responsible for Halley, İkram, Ülker Kremalı, Canpare, Probis, Çokoprens (2021–2022); Biskrem, Çokomel, Kat Kat Tat, Dore, Çokoturta (2023–2024) in local market.
- Led end-to-end brand management for top FMCG brands, ensuring strategic alignment with business and category goals.
- Identified key growth opportunities through in-depth market, consumer, and competitive analysis.
- Tracked and analyzed retail and brand performance using AC Nielsen, IPSOS HHP, and BHT data to guide decisions.
- Defined product, packaging, and pricing strategies; ensured seamless execution in-market.
- Collaborated closely with R&D and Production teams to launch new products and drive innovation.
- Co-led market share recovery initiatives with sales, trade marketing, and revenue management teams—developing competitive value propositions and regional strategies.
- Worked with Consumer Insights to design and activate research studies, turning insights into actionable plans.
- Oversaw media planning, campaign development, and agency management—tracked KPIs and recommended strategies.
- Managed ATL budgets and led TVC and digital campaign production.
- Acted as brand guardian for regional markets like Romania, Saudi Arabia, and Egypt—supporting local marketing needs.
- Partnered with Sales and Category Marketing to define GTM strategies, focus areas, and channel priorities.
- Monitored sales and operational performance to ensure end-to-end business delivery
Sr. Assistant Brand Manager /Assistant Brand Manager
Tadım Food
08.2018 - 10.2021
- Assisted the brand strategy and execution across innovation, communication, pricing, and shopper marketing.
- Monitored market trends and competitive landscape using Nielsen, IPSOS HHP, and BHT data; translated insights into actionable strategies.
- Developed annual and semi-annual sales forecasts; ensured accuracy and managed full P&L responsibility.
- Managed end-to-end product launch processes—from concept development and pricing to packaging, communications, and in-store plans.
- Oversaw communication activities, collaborating with creative, PR, media, social media, and content agencies.
- Managed Tadım’s Healthy Snacking social media presence and blog, supporting digital brand storytelling.
- Took the role of Consumer Insight Partner and led all marketing research initiatives for brand, export, CX, and strategic planning teams.
- Designed and executed various consumer studies including U&As, concept tests, pack/flavor tests, ad testing, brand tracking, precision marketing, and conjoint analyses.
- Led Tadım’s Portfolio Strategy project—conducted opportunity assessments and developed strategic plans for the monobrand and its product categories.
Marketing Trainee (Tefal, KRUPS)
Group SEB
11.2017 - 07.2018
Brand Management Intern
Luxottica Group
11.2016 - 06.2017
Education
Master of Arts - Marketing Communication
Istanbul Bilgi University
Istanbul 04.2001 -
Bachelor of Science - Business Administration And Management
Galatasaray University
Istanbul 04.2001 -
Exchange Student - Business Administration And Management
Lyon 3 Jean Moulin University
Lyon 04.2001 -
Skills
- Consumer & Business Insights
- Creative Direction
- Brand Strategy
- Product Management
- Finance & PnL Management
Timeline
Senior Brand Manager
Mars Wrigley Confectionery
10.2024 - Current
Brand Manager / Sr. Assistant Brand Manager
Ülker / Pladis Global
11.2021 - 10.2024
Sr. Assistant Brand Manager /Assistant Brand Manager
Tadım Food
08.2018 - 10.2021
Marketing Trainee (Tefal, KRUPS)
Group SEB
11.2017 - 07.2018
Brand Management Intern
Luxottica Group
11.2016 - 06.2017
Master of Arts - Marketing Communication
Istanbul Bilgi University
04.2001 -
Bachelor of Science - Business Administration And Management
Galatasaray University
04.2001 -
Exchange Student - Business Administration And Management
Lyon 3 Jean Moulin University
04.2001 -