Figma
Didem Eski
Head Of Product & Marketing
Istanbul
Summary
Proactive and achievement-oriented Product & Marketing Lead bringing 20 years of marketing and leadership experience with special emphasis helping Events, Design and Construction clientele. Effectively support and generate innovation mindset and digital transformation of the company forward with sustained growth.
Self-motivated professional successful in seizing viable opportunities for expansion and innovation in business. Background in increasing profits, reducing costs and transforming customer service standards. Experienced in leading and supervising operational and sales teams.
Overview
25
25
years of professional experience
11
11
years of post-secondary education
1
1
Language
Work History
Crowdsol - Head of Product & Marketing, Head, Head of Marketing
Crowdsol
istanbul
08.2021 - Current
- Crowdsol is a event technology platform where event professionals can create, host, stream, and manage all kinds of events - virtual conference, trade ashows, hybrid events, arts, entertainment and more
- As, of Product;
- Influence decision-making at the highest levels of the team
- Creating product strategy and roadmaps that identify areas where improvement is needed; and capitalize on unmet opportunities
- Develop requirements, specifications, and work with the product team to deliver enhancements to Crowdsol’s platform offering.
- Perform extensive research with the business development team to completely understand how our platform offering stacks up against our direct competitors
- Live in the experience, and believe the best way to democratize platform decisions is querying the database for insights and leading/building ad-hoc reports with the product team
- Lead cross-functional teams as product and part project manager to establish milestones and manage development and QA efforts
- Fully own the quality of the platform through hands-on UAT and make sure nothing gets lost in translation (according to the UX/UI)
- Build & maintain up-to-date industry knowledge of creating an ecosystem instead of just being a digital platform, trends and revenue strategies
- Automate as much as possible, and develop scalable processes in a high-volume environment
- Leading 3rd party partners for the platform such as UX/UI teams, subscription management platforms, streaming platforms etc
- As, ;
- Responsible for the full spectrum of Crowdsol marketing plan and strategies & Lead the execution and drive of brand, communication and content strategies integrated into digital marketing activities and investments with a focus on sharing of brand’s voice and leads generation
- Developing media strategies, and plans to drive brand consideration, and to create consumer demand as digital usage of the Platform (sign up, free trial, demo activities, investor presentations) via all consumer touch points: ATL, BTL, Digital, and Social Media, PR, Events
- Evaluating the performance of all marketing campaigns, and taking necessary actions (ROI and KPIs)
- Taking leadership and coordinating all marketing activities (ATL, Digital, BTL, PR, Events, sponsorships, etc) to ensure consistency in communication
- Implementing all digital marketing strategies & managing campaigns in different channels such as Google Ads, Facebook, RTB, Local Networks, etc.
- Analyzing and reporting results to increase the digital sign-up & effectiveness of digital marketing efforts
- Managing all 3rd party agencies with the marketing team that provides services to grow
- (SEO, analytics ,etc.)
- Responsible for all content (articles, blog posts, owned media content etc.) and visualization of the social media platforms and digital marketing channels in line with SEO targets
- Managing all other supportive digital marketing tools such as Email marketing, SMS, and Push Notification
- Generating annual marketing plans & budgets in line with marketing strategies and monitoring results of activities
- Leading the digital marketing expertise center for the entire Crowdsol Team
- While performing marketing activities of Crowdsol, should be working in cooperation and in line with sales and other Centre of Excellence such as (Technology, Support Teams & Design Studio) in the Marketing Department
- Creating investor decks & give support for Platform investor presentations.
Change Management & Digital Transformation Leader
Kaleseramik
istanbul
01.2017 - 08.2021
- Developed and delivered change management support documentation and manuals.
- Participated in high-level change management strategic planning, incorporating input from stakeholders, internal support staff and external factors.
- Orchestrated cross-functional meetings to coordinate change management strategy implementation across divisional leadership roles.
- Leading the digital business transformation program and implementing the visionary customer experience into the business process.
- Managing the Core Projects of the digital transformation of the Kaleseramik Company;
- Kale Group North Start Vision and Target State
- Kale Group Next-Gen Retail Experience
- Re-design of Web Services
- AR/VR/XR applications on retail business
- CRM/SalesForce implementation; Service Cloud Management, Community Management (Hand-craftsmen/Usta, Architects, Sales Teams), B2B Portal for Dealers/Sub-dealers, Marketing Cloud - Designing, Developing & Implementing of Virtual Design Platform/APP KALECORE for Kaleseramik Products. "KaleCore" is an end-end app where Kaleseramik Customers can discover, design and develop their projects. https://www.kalecore.com.tr/ (available in IOS & Android)
Marketing Manager
Kaleseramik A.Ş.
istanbul
12.2014 - 01.2017
- Understand the needs and expectations of segmented customers, follow up the market and the dynamics of the market of which responsible and the company’s business performance
- Generate short-middle-long term marketing strategies for the responsible market in accordance with the company’s competitive strategy, growth and profit targets
- Generate and manage annual marketing plans in parallel with the marketing strategies
- According to the customer’s needs and expectations, develop new products, product and service packages, creative pricing, dynamic service models, campaigns, new channels and distributer proposals etc.
- Coordinate new product development and launch process
- Generate service models and after-sales-services package concepts to give customers the best purchase experience, develop application models with related departments and coordinate launch and applications
- Determine campaign concepts and targets that are either stipulated by marketing plans or will be started depending on developments within a year
- Evaluate from the customer’s perspective and ensure the adoption of the company’s entire customer-oriented applications
- Provide and manage the development of the brands in accordance with the customer segment’s needs
- Develop relation with active customers in social media, have a direct positive impact on the purchasing decisions of the customers, and perform guidance for effective use to channelize customers rapidly to the sales channels
- Close follow-up of customer and distributor complaints, provide decision-making of corrective applications according to supervision results in conjunction with fields of complaint and also distributor, authorized service, exposure etc., canalize, monitor and evaluate the applications
- Canalize fair organization works in accordance with market strategies.
Retail Stores Manager
Kaleseramik A.Ş.
istanbul
06.2013 - 12.2014
- Operation, sales and marketing management of the Kaleseramik flagship-stores throughout Turkey (Istanbul, Ankara and Izmir)
- Generate and manage the Annual Sales and Operations Expense budget works
- Generate and start-up of a hot bonus system in accordance with profitability and budget targets
- Performing Retail Stores Operational and Administrative works
- HR processes (recruitment/discharge, planning of personnel development plan/trainings etc.)
- Managing work for Corporate Identity Implementation
- Store warehouses and stock management
- Generating the product mix on basis of the store location, managing the exposure layout
- Submitting evaluation reports to the senior management in accordance with perioadical reporting
- Managing all contracts of the subcontractors
- Determination of customer needs through periodically field visits and transfer of information to related departments
- Managing periodical store and warehouse audits (secret customer, store and warehouse auditing)
- Managing of the sales operations and planning, carrying out of necessary activities (campaigns) in accordance with the budget targets as well as the reporting on a monthly basis to the senior management
- Follow-up of the customer accounts of the retail stores and managing the debit and risks in coordination with the finances department
- Coordination of the marketing, operations and dispatching departments in order to generate and implement qualified retailing and customer-oriented strategic plans
- Determination and management of in-store activities in cooperation with marketing teams to gain new customers
Deputy General Manager
Material ConneXion Istanbul
istanbul
06.2011 - 06.2013
- Took charge as Deputy General Manager responsible of Operations Following the Project Approval at Material ConneXion Istanbul
- Constituted and applied the physical library design project
- Received training in administrative works in New York during the installation period of the library
- Constituted the necessary team for the administration of the library and carried out the trainings
- Carried out the operational works of the library and coordination of the sales and marke team
- Give consultancy on material and sustainability to project based companies.
- Reviewed performance results to target and take corrective measures with authorization and escalation.
- Prepared annual budgets with controls to prevent overages.
- Administered operating budget, approved expenditures and implemented budgetary adjustments.
- Managed budget implementations, employee evaluations and contract details.
- Identified trends in customer marketplaces to develop valuable solutions.
- Assessed reports to evaluate performance, develop targeted improvements and implement changes.
- Enhanced operational efficiency and productivity by managing budgets, accounts and costs.
- Delivered business strategy and developed systems and procedures to improve operational quality and team efficiency.
Business Development Manager
The Building Information Center
istanbul
03.2008 - 06.2011
- Worked on ecological materials and sustainability markets and
- Generated new business with marketing initiatives and strategic plans in the eco friendly products market and sustainability.
- The Ecoworld Fair Project was developed and implemented as an new trade show for the EXPO department.
- Managed the EKOYAPI project (zero carbon house) that was planned to be carried out within the İTÜ (Istanbul Technical University) Doğa Bilim Parkı (Nature Science Park). Carried out sponsorship negotiations and concluded agreements for the materials that constitute the building by taking over the project coordination and forming a sponsorship basis.
- Developed the web-supported Media Planning Selection System that helps the customers to make the correct choice of the services offered within The Building Information Center and took the system into operation
- To support innovation & sustainability develop & implement worlds leading Innovative Material library - The Material ConneXion - in İstanbul.
- Collaborated with company departments to develop new strategies to capitalize on emerging customer and market trends.
Founding Partner
Maji Mimarlık
istanbul
11.2006 - 03.2008
- Creating, Managing and Developing interior decoration projects for Maji Mimarlik as founder
- (Main projects; Umut In Vitro Center, German Hospital In Vitro Center, YEM Bookstore, GittiGidiyor, Uzman TV and Magnet Offices, ESA Hairdresse
- See www.majimimarlik.com )
Trade Show Manager
Yapı-Endüstri Merkezi A.Ş
istanbul
09.2003 - 11.2006
- Organized logistics and materials for each meeting, arranged spaces and took detailed notes for later dissemination to key stakeholders.
- Evaluated existing plans, processes and events planning services to identify opportunities for improvement.
- Supervised onsite team of caterers, audio-visual technicians and facility management team.
- Managed administrative logistics of events planning, event booking and event promotions.
- Recommended workflow and budget improvements, resulting in 50%
profitability ratio. - Supported senior leadership by developing status reports on activities related to planning, scheduling, cancellation, inquiries, resourcing, risk mitigation and proposal development for various events.
- Developed team communications and information for meetings.
- Created spreadsheets using Microsoft Project for daily, weekly and monthly reporting.
- Used coordination and planning skills to achieve results according to schedule.
- Resolved problems, improved operations and provided exceptional service.
- Interviewed clients to understand event scopes of work, establish budgets and determine timelines for venue selection, guest list finalization and rehearsal, ceremonies and receptions.
Technical Operations Manager
The Building Information Center
istanbul
09.2001 - 09.2003
- For Fairs
- Updated and published standard operating procedures (SOPs) using stakeholder, customer and employee input and feedback resulting in clearer and more useful instruction for TurkeyBuild Trade Shows.
- Developed suggestions for technical process improvements to optimize resources.
- Assessed expected technical challenges and developed proactive solutions.
- Coordinated all marketing facilities in the venue; camera shots, graphics and regulations compliance for productions.
- Collaborated with IT department staff to enhance network-based technologies.
- Collaborated with leadership staff to determine appropriate budgets.
- Provided ongoing training and development for media staff.
- Guided, coached and lead project teams, delegating tasks and evaluating performance and progression of project pace.
- Oversaw scheduling and use of facilities used by the teams to complete all operational assignments.
- Designed print media for use in brochures and flyers.
- Managed implementation of new technological improvements resulting in increased efficiency.
Project Manager
Adnanlar A.Ş
07.1997 - 07.2001
- Structured and took over the Project Management of the Project department within the Retail Sales Group, consisting of 2 architects and 3 sales personnel, aiming to promote and create projects across Turkey for products imported from Italy
- Designed various construction and decoration fairs all across Turkey and executed their implementation and organization
- Executed the design, implementation and controlling of all showrooms of the entire distributors within the company Adnanlar
- Executed the design and implementation of single or multiple housings at luxurious housing constructions
- Follow-up of projects all over Turkey, existing or in design-level and execution of bulk sales organisation
- Performed works on ISO9002 Quality Management System and worked as internal auditor within the system
- As part of the Quality System, also performed different tasks in other teams (sales, marketing and distributor coordination).
Education
Master of Business Administration - Business Administration And Management
MBA, Koç Univercity
Istanbul, Türkiye 09.2016 - 06.2017
Bachelor of Science - Urban Planning
Istanbul Technical Univercity
Istanbul, Türkiye 09.1990 - 03.1995
High School Diploma -
Izmir Ozel Turk, High School
Izmir, Türkiye 09.1984 - 06.1990
Skills
Production improvements
Software
MS Project
AutoCAD
ArchiCAD
Freehand
Interests
Architecture - Interior Decoration
Creating for Communities
Marketing Automation
Music
Travelling
Cooking
Additional Information
- Drivers license : B (1993)
Timeline
Crowdsol - Head of Product & Marketing, Head, Head of Marketing
Crowdsol
08.2021 - Current
Change Management & Digital Transformation Leader
Kaleseramik
01.2017 - 08.2021
Master of Business Administration - Business Administration And Management
MBA, Koç Univercity
09.2016 - 06.2017
Marketing Manager
Kaleseramik A.Ş.
12.2014 - 01.2017
Retail Stores Manager
Kaleseramik A.Ş.
06.2013 - 12.2014
Deputy General Manager
Material ConneXion Istanbul
06.2011 - 06.2013
Business Development Manager
The Building Information Center
03.2008 - 06.2011
Founding Partner
Maji Mimarlık
11.2006 - 03.2008
Trade Show Manager
Yapı-Endüstri Merkezi A.Ş
09.2003 - 11.2006
Technical Operations Manager
The Building Information Center
09.2001 - 09.2003
Project Manager
Adnanlar A.Ş
07.1997 - 07.2001
Bachelor of Science - Urban Planning
Istanbul Technical Univercity
09.1990 - 03.1995
High School Diploma -
Izmir Ozel Turk, High School
09.1984 - 06.1990