Burcu Arslan
Assistant Brand Manager
Istanbul
Summary
Brand Management professional with 2.5+ years of FMCG experience across globally recognized brands including Johnnie Walker, Baileys, Gordon’s and Smirnoff. Skilled in developing consumer-centric marketing strategies, executing innovation and launch plans, and leading cross-functional projects. Combines analytical thinking with commercial acumen to translate consumer insights into impactful campaigns, strengthen brand equity and drive sustainable business growth.
Overview
5
5
years of professional experience
3
3
Languages
Work History
Assistant Brand Manager
Diageo
07.2024 - Current
- Contributed to next-business-year marketing strategy development for Gordon’s and Smirnoff by partnering with data and insights, trade marketing, and sales teams in a cross-functional setup.
- Played a key role in Baileys innovation pipeline planning and 360 launch plan development for new global product introductions, collaborating cross-functionally with innovation, sales, finance, supply and global brand teams.
- Led the development of Gordon’s new brand guidelines, logo and brand identity, and led event execution and sponsorships in collaboration with global brand teams and agencies.
- Coordinated market research and insight-driven workstreams with insights teams to support trade-focused brand pricing initiatives.
- Contributed to the Turkey launch of Johnnie Walker Ruby by creating launch plans across all channels with trade teams and executing the 360 marketing plan
- Led cross-functional teams in new product development, driving innovation and aligning with consumer trends.
Marketing Intern
Diageo
02.2024 - 07.2024
- Contributed to marketing activities for the Singleton brand through event execution, brand collaborations, sponsorships, and digital campaign implementation.
Supply Chain Intern
Pernod Ricard
07.2023 - 09.2023
- Gained exposure to supply and demand planning processes and developed an understanding of how brand operations are managed from a supply chain perspective.
Strategy & Business Development Intern
Zorlu Holding
04.2023 - 07.2023
- Involved in projects focused on developing strategies and managing KPIs for companies operating in different sectors within the holding structure.
Operations Consulting Intern
PwC
07.2022 - 08.2022
- Analyzed operational workflows to identify inefficiencies, leading to improved project execution timelines and conducted market research to inform strategy recommendations, supporting data-driven decision-making processes.
Vice President of Organization
IES (Koç University Industrial Engineering Society)
07.2022 - 07.2023
Organization Project Leader
IES (Koç University Industrial Engineering Society)
05.2021 - 04.2022
Education
Specialization / Track Program - Financial Engineering
Koç University
Istanbul, Turkey06-2024
Bachelor of Science - Industrial Engineering
Koç University
Istanbul, Turkey06-2024
Bachelor of Science - Economics
Koç University
Istanbul, Turkey06-2024
Bachelor of Science - Economics
Vrije Universiteit Amsterdam (VU Amsterdam)
Amsterdam, Netherlands12-2022
Skills
- Brand Management
- Brand development strategy
- Strategic marketing planning
- Go-to-Market Planning
- Integrated Marketing Communications
- Campaign Management
- Data market analysis
- Consumer Insights
- Market analysis
- Product innovation
- Product innovation
- Digital marketing campaigns
- Portfolio Management
- Cross-functional teamwork
Timeline
Assistant Brand Manager
Diageo
07.2024 - Current
Marketing Intern
Diageo
02.2024 - 07.2024
Supply Chain Intern
Pernod Ricard
07.2023 - 09.2023
Strategy & Business Development Intern
Zorlu Holding
04.2023 - 07.2023
Operations Consulting Intern
PwC
07.2022 - 08.2022
Vice President of Organization
IES (Koç University Industrial Engineering Society)
07.2022 - 07.2023
Organization Project Leader
IES (Koç University Industrial Engineering Society)
05.2021 - 04.2022
Specialization / Track Program - Financial Engineering
Koç University
Bachelor of Science - Industrial Engineering
Koç University
Bachelor of Science - Economics
Koç University
Bachelor of Science - Economics
Vrije Universiteit Amsterdam (VU Amsterdam)
Hobbies
Tennis, Windsurfing, Watercolouring