Cüneyt Şahin
Industrial Engineer
Istanbul,34
Summary
Customer-oriented General Manager with 25 years of experience focused on increasing revenues and expanding margin. Adaptive and deadline-oriented consistently executes and completes multiple projects in high-stress environments. Meticulous leader and strategic planner with comprehensive managerial acumen, offering vision and motivational acumen.
Overview
21
21
years of professional experience
9
9
years of post-secondary education
Work History
General Manager – Marketing, CRM, Customer Experience, Consumer Insight
YENİ MAĞAZACILIK – A101
7 2018 - 7 2024
- Responsible from A101 main brand and all communication activities, including e-commerce and quick commerce
- Managing one of the biggest marketing budgets among all advertisers, 365 days non stop communication in traditional, digital and social media; 6 years of consecutive increase in critical brand metrics (#1 in Advertising Recall in Retail)
- Establishing and managing biggest social media accounts of the country; Instagram (13.5 million followers), Youtube, Tiktok, Facebook, Twitter, Whatsapp
- Management of all contact points with the customers, including Call Center, chat, mail, apps
- CRM; designed A101Plus (later A101Hadi) loyalty program, developed app, UX/UI, identified and managed all tech partners with IT, and launched in 2022, 6+million users
- Managed CRM campaign management and communication teams
- Developed ‘A101 Voice of the Customer’ program to measure and report real time NPS score, customer insights about the stores, personnel, products and overall satisfaction
- App development and Product Management, UX/UI (A101Plus and A101 e-comerce apps)
- Managed a major Pricing project with Simon Kucher, PL project with Bain & Co
- Managing PL brand portfolio (80+ PL brands); existing and new brand development
- Managing Corporate Communication
- In store branding, concept development for store segmentation
- Positioned A101 Marketing assets (owned and paid media & crm) to generate revenue
- Established sailing as a company social activity; 95 employee attend the sailing courses, formed A101 Sailing Team, raced and won trophies in local (TAYK and IYK) competition
- 4 direct reports and a team of 30 people (+250 people in Call Center).
Marketing Director
SÜTAŞ A.Ş.
02.2016 - 06.2018
- Responsible from Milk, Yoghurt, Butter and Cream Businesses
- Marketing and Trade Marketing Teams
- Domestic and Foreign Markets
- Total revenue of $250mio, 100+ sku’s
- Team of 14 people, with a Marketing&Trade Marketing budget of $10mio.
Marketing Coordinator/CMO
Yaşar Holding Gıda ve İçecek Grubu
12.2013 - 11.2015
- Responsible for Management of marketing operations of whole group including dairy, meat and beverages in both local and international markets
- Total revenue of $800mio, over 600 sku’s and 10+ markets/countries
- Team of 35 people; including 3 direct reporting Marketing Directors
- Communications and Promotions budget of $30mio.
Marketing Director/Foreign Markets; Domestic Pinar Meat and Water Businesses; Marketing Services
Yaşar Holding Gıda ve İçecek Grubu
11.2012 - 12.2013
- Responsible for Management of marketing operations of whole group including dairy, meat and beverages in international markets, as well as meat and water businesses in domestic market, and Marketing Services (research, media, graphic design)
- Total revenue of $450mio, over 500 sku’s and 10+ markets/countries
- Team of 17 people; including 5 direct reporting Marketing Managers
- Communications and Promotions budget of $13mio.
Marketing Director/Deputy Marketing Coordinator
Yaşar Holding Gıda ve İçecek Grubu
07.2011 - 11.2012
- Responsible for Management of marketing operations of whole group including dairy, meat and beverages; retail and afh; domestic and international
- Total revenue of $650mio, over 500 sku’s
- Team of 28 people; 7 direct reporting Marketing Managers
- Communications and Promotions budget $25mio
- Achievements: Achieved 30% growth in flavored milk market and captured #1 position (#3 in 2011)
- Achieved 11% growth and improved #1 position SOM by 2pp in a shrinking plain milk market
- Achieved 42% growth in Ayran business, mainly AFH, by implementing channel strategies
- Achieved 19% growth in yoghurt business through innovations, packaging design change and distribution gains
- Achieved 20% growth in spreadable cheese (Labne, Pınar Beyaz and Cream Cheese), increased SOM by 4%, with new communication and promotion campaigns; winner of 2013 Effie in Basic Foods category
- Achieved 10% growth in charcuterie business where market shrinks via innovations (Şölen, Aç Bitir, Gurme), communication and packaging design change; improved market leader position by +2pp SOM
- Achieved 24% growth in water business by introducing new sizes, packaging design changes, communication and promotions; captured #3position in PET and strengthened #2 position in PC
- Completed Brand Architecture Project with Peter Fisk and Brand Finance
- Completed New Product Launch Project
- Implemented first Conscreen study with 54 concept ideas and created a NPD funnel
- Implemented first OOH campaign of the company in Northern Iraq
- AFH strategy formulation and rebranding of AFH business for Pınar.
Marketing Director – Brand and Business Development
Yaşar Holding Gıda Grubu
03.2010 - 06.2011
- Management of Pınar umbrella brand
- Developing brand architecture, re- positioning and portfolio strategies
- Aligning local and international branding strategies
- Tracking brand image and ensuring all category communication is in line with umbrella brand strategy
- Developing new brands
- Management marketing strategies and operations of Pınar Water Business
- Managing marketing and trade marketing operations of PET and PC businesses
- Developing and executing marketing strategies and plans; re-positioning, packaging design change, portfolio optimization, pricing (list price vs actual price), communication, consumer and trade promotions
- Management of 6mio TL budget
- Management of marketing strategies and operations of Viking Tissue Business (Lily, Senso, Select brands)
- Managing marketing and trade marketing operations of retail and away from home businesses
- Developing and executing marketing strategies and plans; re-positioning, packaging design change, pricing (list price vs actual price), communication, consumer promotions
- Management of 4.5mio TL budget
- Management of marketing strategies and operations of Away from Home Business of Food Group (Pınar) (B2B)
- Developing AFH strategy for the whole range, including dairy, meat and seafood
- Developing ad-hoc projects and products for main customers (LSG, Sofra, Starbucks etc)
- Developing and executing channel based campaigns to increase sales and penetration
- Management of current portfolio including packaging, size, price, and portfolio optimization
- Management of marketing operations of export business, including GCC, middle east, and Turkic republics
- 2 Category Managers, 3 Brand Managers, 4 ABM’s.
Group Product Manager – Processed Meat Products & Sauces
Yaşar Holding Gıda Grubu
10.2005 - 03.2010
- I was responsible from a business with a turnover over 250mio YTL, a contribution over 60mio YTL, consisting of 300+ SKU’s
- I was managing 4 product categories with a marketing budget of 12mio YTL
- I was reporting to Marketing Director, and had 2 Brand Managers 3 Assistant Brand Managers reporting to me
- My achievements were as follows: 43% turnover, %37 volume and 1.5pp market share increase in Sucuk category by introducing and executing an integrated marketing plan in 2008
- Household penetration increased by 3pp (~500,000 new households)
- 35% sales increase and 4pp market share in Pınar Sosis by re-launching with leadership positioning and advertising campaign
- Awarded with Certificate of Success in 2007 Kristal Elma organization
- Developed a new advertising campaign for Pınar Sucuk with a new positioning in 2006
- At the end of the campaign, I achieved 46% increase in sales volume, 6pp increase in market share and 2pp increase in Household Penetration
- Re-launched Pınar Frozen Meatballs with a new advertising campaign, achieved 65% increase in sales volume and turnover, and doubled the Household Penetration
- Re-launched Mayonnaise and Ketchup by packaging change (both shape and design), achieved 48% increase in sales volume, strengthened #1 position in mayonnaise and raised to #3 position in ketchup
- Organized a Ramadan Promotion for the entire Pınar portfolio, developed concept and communication, achieved targets set for all individual product lines (15% to 30% sales increase)
- Strengthened market position of all categories in 2 years (#1 position in all processed meat categories (chilled and frozen), #1 position in mayonnaise, #3 position in ketchup)
- Conducted many Market Research projects, including 4 U&A’s
- Designed New Product Launch Process for Yaşar Gıda Grubu, to be applied by both Meat and Dairy Companies
- Prepared 3 Business and Strategic Plans
- Launched several new SKU’s in meat&sauces businesses
- Worked with Y&R, AlametiFarika, Mindshare and Universal.
Group Product Manager – Deputy Marketing Director
Yaşar Holding Gıda Grubu
05.2009 - 10.2009
- Yaşar Food Group (Pınar) management has changed and group is in a transformation period
- In the meantime I acted as deputy for Marketing Director position, which was vacant between May and October’09 (6 Brand Managers and 1 Marketing Services Group Manager).
Brand Manager – Powder Beverages
Kraft Foods Turkey
02.2003 - 09.2005
- Launched new light powder beverage brand, Clight
- Launched single serve Tang Mini
- Launched Tang Ice Tea
- Relaunched Tang with fortification bundle (Vitamin A, Vitamin C and Iron)
- Developed Business Plan for the PB category and managed over $3million of Advertising & Promotion budget
- Development and execution of marketing plans for PB brands, including advertising, promotions, below the line activities, displays, and printed materials
- Management of 1Marketing Assistant.
Assistant Brand Manager – Powder Beverages
Kraft Foods Turkey
03.2002 - 02.2003
- Development of local consumer programs for PB brands, including promotions, in store tasting activities, and local TV executions
- Management of tactical promotions
- Planning and execution of nationwide sampling/tasting program for Tang
- Development of new beverage brands and categories; market analysis, concept development, research (including BASES2, concept and product tests), packaging design, business plan development
- Member of regional Tang brand development team; idea generation, concept development, testing
- Management and control of brand’s Advertising and Promotions budget.
Marketing Chief – Milk&Toblerone
KraftSa
01.2001 - 03.2002
- Complete responsibility of Milka Tablet Chocolate category
- Development and execution of Milka 100.Year nationwide program; TV Copy, consumer promotion, and consumer activation
- Development of Milka Spread Chocolate by leading a multi country team
- Roll out of new Tablet chocolate variants, development of communication for launches
- Adaptation/Implementation of new worldwide Milka Tablet TV Copy
- Management and control of brand’s Advertising and Promotions budget.
Marketing Specialist
MarSa KJS – Milka&Toblerone
12.1998 - 01.2001
- Planning and execution of 2 nationwide Milka consumer promotions
- Planning and execution of Milka and Toblerone in store activation parallel to consumer promotions
- New product launches; new Milka wafer and tablet chocolate variants
- Development of communication for new product launches
- Coordination of local production of Milka wafer
- Management and control of brand’s Advertising and Promotions budget.
AISEC Traineee
Phillips Lighting / Germany
01.1997 - 01.1998
- Co-management of Direct Marketing Project for the company.
Education
Executive MBA - General Management
Sabancı University
Istanbul 09.2002 - 09.2003
Bachelor of Science - Industrial Engineering
Middle East Technical University - METU
Ankara 09.1993 - 06.1997
High School Diploma -
Naval High School
Istanbul 08.1988 - 06.1992
Skills
Leadership and team building
Marketing Analytics
CRM Management
Customer Segmentation
Advertising Campaigns
Influencer Marketing
Media Buying
Digital Marketing
Data Analytics
Strategic thinker
Pricing Strategies
Languages
English
Advanced
C1
German
Elementary
A2
Timeline
Marketing Director
SÜTAŞ A.Ş.
02.2016 - 06.2018
Marketing Coordinator/CMO
Yaşar Holding Gıda ve İçecek Grubu
12.2013 - 11.2015
Marketing Director/Foreign Markets; Domestic Pinar Meat and Water Businesses; Marketing Services
Yaşar Holding Gıda ve İçecek Grubu
11.2012 - 12.2013
Marketing Director/Deputy Marketing Coordinator
Yaşar Holding Gıda ve İçecek Grubu
07.2011 - 11.2012
Marketing Director – Brand and Business Development
Yaşar Holding Gıda Grubu
03.2010 - 06.2011
Group Product Manager – Deputy Marketing Director
Yaşar Holding Gıda Grubu
05.2009 - 10.2009
Group Product Manager – Processed Meat Products & Sauces
Yaşar Holding Gıda Grubu
10.2005 - 03.2010
Brand Manager – Powder Beverages
Kraft Foods Turkey
02.2003 - 09.2005
Executive MBA - General Management
Sabancı University
09.2002 - 09.2003
Assistant Brand Manager – Powder Beverages
Kraft Foods Turkey
03.2002 - 02.2003
Marketing Chief – Milk&Toblerone
KraftSa
01.2001 - 03.2002
Marketing Specialist
MarSa KJS – Milka&Toblerone
12.1998 - 01.2001
AISEC Traineee
Phillips Lighting / Germany
01.1997 - 01.1998
Bachelor of Science - Industrial Engineering
Middle East Technical University - METU
09.1993 - 06.1997
High School Diploma -
Naval High School
08.1988 - 06.1992
General Manager – Marketing, CRM, Customer Experience, Consumer Insight
YENİ MAĞAZACILIK – A101
7 2018 - 7 2024
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