BEYZA MENDELOVİÇ ATAYAY
Senior Marketing, Growth & Commercial Executive
Beşiktaş
Summary
Results-oriented Senior Executive with over 20 years of experience in FMCG, luxury beauty, retail, and technology sectors. Led growth strategies and brand transformations, enhancing commercial operations and driving sustainable revenue in B2B and B2C channels. Expertise includes omnichannel development, digital transformation, trade marketing, and organizational leadership.
Overview
3
3
Languages
2027
2027
years of professional experience
Work History
Group Marketing, Growth & Commercial Director
SENKA GROUP
01.2024 - Current
- Led growth, marketing, and commercial development initiatives across FMCG, dermocosmetics, tourism, education, and consumer sectors.
Marketing & Growth Director
SOLINO ENERGY & WATERNET
01.2021 - 01.2024
- Established marketing and growth infrastructure, launched Solino Energy in 60 days, generating 68% of sales opportunities through digital lead generation.
Marketing Manager
ISTINYE PARK
01.2019 - 01.2021
- Developed integrated marketing strategy for one of Türkiye's leading luxury retail destinations.
Brand Manager
Vepa Group
Marketing Manager
Shiseido
Marketing Manager
The Estée Lauder Companies
Brand Manager
Clarins
Trade Marketing Manager
Vileda
Trade Marketing Assistant
Johnson & Johnson
Education
Bachelor's Degree - Finance
Istanbul University
Skills
Senior Marketing & Commercial Leader with 20 years of experience across FMCG, luxury cosmetics, retail, shopping mall management, and technology-driven sectors Specialized in designing and leading end-to-end marketing systems that integrate strategy, product positioning, channel architecture, digital transformation, and P&L management Proven track record in building brands, scaling businesses, and restructuring marketing organizations, with strong ability to combine strategic thinking and hands-on execution Recognized for creating sustainable growth models through omnichannel integration, trade marketing excellence, and performance-driven marketing systems
Training and mentoring
Digital marketing strategy
Accomplishments
- Delivered 100% growth for Sensatia.
- Expanded retail operations by 275% from 4 to 15 stores.
- Generated 68% of total sales opportunities through digital lead generation.
- Managed annual marketing investments exceeding $700K and budgets up to €6M.
- Led organizations and cross-functional teams exceeding 100 employees.
Timeline
Group Marketing, Growth & Commercial Director
SENKA GROUP
01.2024 - Current
Marketing & Growth Director
SOLINO ENERGY & WATERNET
01.2021 - 01.2024
Marketing Manager
ISTINYE PARK
01.2019 - 01.2021
Trade Marketing Assistant
Johnson & Johnson
Trade Marketing Manager
Vileda
Brand Manager
Clarins
Marketing Manager
The Estée Lauder Companies
Brand Manager
Vepa Group
Marketing Manager
Shiseido
Bachelor's Degree - Finance
Istanbul University