Ebru Derindere Öner
Senior Marketing Director
İstanbul
Summary
With a relentless drive to continuously learn and grow, I have consistently achieved my personal best in both professional and personal endeavors. Over 20 years, I have honed my skills and expertise in marketing, marketing communication, brand management, and market research. Through hands-on experience and a deep understanding of consumer behavior, I have successfully developed and executed strategic marketing campaigns that propelled brands to new heights. Passion for staying ahead of industry trends and ability to adapt to ever-changing market dynamics have been instrumental in driving business success.
Overview
25
25
years of professional experience
13
13
years of post-secondary education
Work History
Marketing Communication Director
LCWaikiki
06.2024 - Current
- Enhanced brand visibility by developing and implementing strategic communication plans.
- Boosted social media presence with targeted campaigns and consistent messaging.
- Mentored junior team members in communication best practices, fostering a culture of excellence within the department.
- Streamlined internal communication processes for improved employee engagement and collaboration.
- Consolidated messaging guidelines, ensuring brand consistency across all channels and departments.
- Leveraged analytics tools to track campaign performance metrics for continuous improvement in communications strategy effectiveness.
- Increased audience reach by creating compelling content for various platforms.
- Secured favorable media coverage, cultivating relationships with key industry journalists.
- Developed executive speeches and presentations, positioning company leaders as industry thought leaders.
- Implemented SEO best practices to boost organic search rankings and online visibility of the organization''s website.
Marketing Director
IBB Spor İstanbul
11.2020 - Current
- Develop high impact public services and events; by owning and leading the brand positioning, develops annual marketing and communication strategy, implements integrated communication campaigns and designs the creative assets
- Apart from heading for the all marketing communication and corporate communication activities of 65 sports facilities all around İstanbul; in charge of İstanbul Marathone İstanbul Half Marathone and other +20 sports events experience design, all the communication plans with creative assets and media responsibility
- Improve Spor İstanbul KPI's with the segment & insight oriented contents, and more strategic & targeted communication
- Develop goods and services that create open minded and innovative Municipality perception and lead the marketing communication plans of the projects
- - First walking mobile application of a city, Y
- R
- BE İSTANBUL with 170K download, 6 billion steps, and 3 marketing awards (Martech, Brandverse, Felis)
- - Metaverse press conference for İstanbul Half Marathone Virtual marathone and runs during 2 years with around +20K participant not only from İstanbul but also from all over the world
- - Manage the marketing and communication plans for 'transition of sports facility registration and reservation system, from completely offline to completely online system'
- - First e sports 'education' programme with the participation of 3.500 children in 2 years
- Develop insight driven marketing&communication ideas, collaborations that increase brand awareness and revenue
- - Increase sponsorship revenue %263 in 3 years with 30 different brands participation
- Coaching the marketing team with 4 direct report managers and 22 specialist and experts
- Apart from the marketing team, assume the role of coordinator who provides internal communication and coordination with the managers of the other units within the company
Marketing Communication Consultant, Event & Online Project Coordinator
Self Employed
11.2019 - 11.2020
- DasDas Marketing - Sales - Sponsorship Consultant
- - Manage the transition process from Biletix to Mobilet
- Lead SM management and web site renovation process
- - Develop digital event and sponsorship projects
Marketing Director
Emaar Turkey
10.2017 - 11.2019
- Research for the market environment, the competitive structure and the consumer insights in order to position Emaar Turkey as a new gen and luxury (everything you do to feel good) shopping mall in the market
- Develop consumer interest oriented marketing ideas that drives additional traffic in the mall and conversion for the mall tenants
- 2 big bold events once a month such as concerts, food-wellness-make up etc festivals, parties, movie premiers etc..., 365 days continues activations such as mall decorations, autograph sessions, influencer visits, act of kindnesses, instant wins, competitions, challenges etc....
- Manage the annual marketing budget and plan the annual marketing / marketing communication roadmap with the communication channels
- Digital marketing ads, SM contents and ads, outdoor plan, mailing&sms contents, PR topics, influencer marketing..
- Lead offline and online campaigns by working with the agencies primarily for the awareness, then footfall and turnover
- Manage all communication agencies
- Identify the growth opportunities and implement the projects with collaborations and partnerships
- First shopping mall specific bank campaign with Akbank, Yapı Kredi
- Sector based event and promotion project with cosmetics, food, men's wear brands
- Competitions and influencer events in sports brands, GCC and Chinese visitor oriented campaign collaborations with luxury brands etc...
- Key indicator achievements: Total awareness increased from 21% to 74%, 103% growth in SM followers, 86% increase in web site visit, Ranked from 14th to 6th among the shopping malls that had the more visitors in that period
- Coaching the marketing team with 2 direct report managers and 11 specialist and experts
- Direct report to CEO
Marketing Communication Director
Simit Sarayı
01.2016 - 12.2016
- Develop annual marketing and communication strategy, implement communication campaigns and design the creative assets
- Turning existing image-oriented communication into sales-oriented product communication by highlighting the brand's wide range of the products
- Created a jingle by Nil Karaibrahimgil to keep the top of mind score among the category
- 5 new TV commercials were on aired in 2 months in line with the other integrated communication media.(approximately 15% income increase scored)
- Create a strategy for digital and social media growth inline with the main strategy
- Influencer marketing, media buying, user generated, insightful, interactive contents leads SM followers growth from 4K to 17K in that period
- Redesign the web site UX & UI, focus on user friendly and SEO oriented format
- Lead the Turquality application process and prepare the requirements for the global brand financial support
- Prepare the first market survey of the brand
- Prepare the first annual marketing budget, marketing plan and marketing roadmap of the brand
- "Develop an integrated marketing operation system for global marketing activities and brand guideline for being operated in 7 different countries (USA-UK-UAE-Germany-Netherland-Azerbaijan and Sweden)."
- Lead offline and online campaigns by working with the agencies Alametifarika, Rabarba..
- Coaching the marketing team with 1 direct report managers and 6 specialist and experts
- Direct report to CEO
Head of Marketing Communication
Turkcell
10.2010 - 11.2015
- Develop, manage and implement the marketing communication plans and campaigns for Professional-Platinum and Youth (GNCTRKCLL) segments besides being in charge of acquisition, retention and churn campaigns
- Determine the main communication strategies of these segments, working closely with the product owners
- Lead the agencies for creative strategies, big ideas and all other ATL, BTL executional details
- Lead all the creative assets production process
- Working closely with the PR, Digital, Media Group heads to maintain a holistic communication approach
- Designing, optimizing and managing the communication budgets of the segments
- Lead the agency evaluation systems, evaluate agency performance
- Develop and lead the marketing innovation team
- Manage the special projects and platform launches (trade marketing projects, campaigns for low market share cities, ambient outdoor ideas and executions, etc...)
- Coaching the team with 5 direct reports
- Directly reporting to Marketing Communication Director
Senior Brand Manager
Turkcell
02.2008 - 10.2010
- Develop solutions for improving communication quality and strategy by analyzing market research and brand values
- Lead Turkcell 3G brand positioning and strategy
- Manage all ATL and BTL brand communication activities of 3G launch, including VINN launch
- Lead Mobile Number Portability communication strategy through integrated marketing communication and advertising activities
- Prepaid postpaid tariff campaign management
- Agency management (Saatchi-Saatchi - Alametifarika - Leo Burnet - ManAjans - Weiden & Kennedy Amsterdam)
- Coordinate and work closely with all other communication departments to maintain the holistic communication
- Manage the budget of owned project
- Responsible for consolidation and follow up all POP materials of Turkcell stores
Brand Director / Brand Supervisor / Brand Executive
Creative Agency Career
06.2000 - 02.2008
- Creative Agency background taught me to be patient, to listen well, to be competitive, to be fast, multi-task and solution oriented...More importantly I learned the tricks of the trade at the back of home
- A good starting milestone in my marketing communication career journey
- Ali Taran Creative Workshop/Brand Director: Turk Telekom, TTNET, Finansbank
- Mullen Lowe/Brand Supervisor: Unilever (Cif- Domestos), HSBC, Hyundai
- McCann Erickson / Brand Executive: Gillette Blade & Razors, Oral B, Duracell Benetton, Divarese, Sisley
Education
Bachelors Degree - Business Administration
Oxford Brookes University
01.1996 - 01.2000
Bachelors Degree - Economy
Bilkent University
01.1993 - 01.1996
High School - undefined
Samsun Anadolu Lisesi
01.1987 - 01.1993
Skills
Result Oriented
Solution Minded
Teamwork
Communication
Creativity
Perseverance
Agile
Self Motivated
Learning and Easy Adaptation
Handle Complex Organizational Structure
Marketing Strategy
Creative Assets Production
Agency Management
Digital Marketing
Event Management
PR
Product Management
Team Management
Celebrity Management
Internal Communication
E-mail Marketing
CRM
Sustainability
Research
English
Fundraising campaigns
Community engagement
Social media strategy
Personal Information
Date of Birth: 05/08/75
Contact Address
Valideçeşme, Beşiktaş, İstanbul, İstanbul
Timeline
Marketing Communication Director
LCWaikiki
06.2024 - Current
Marketing Director
IBB Spor İstanbul
11.2020 - Current
Marketing Communication Consultant, Event & Online Project Coordinator
Self Employed
11.2019 - 11.2020
Marketing Director
Emaar Turkey
10.2017 - 11.2019
Marketing Communication Director
Simit Sarayı
01.2016 - 12.2016
Head of Marketing Communication
Turkcell
10.2010 - 11.2015
Senior Brand Manager
Turkcell
02.2008 - 10.2010
Brand Director / Brand Supervisor / Brand Executive
Creative Agency Career
06.2000 - 02.2008
Bachelors Degree - Business Administration
Oxford Brookes University
01.1996 - 01.2000
Bachelors Degree - Economy
Bilkent University
01.1993 - 01.1996
High School - undefined
Samsun Anadolu Lisesi
01.1987 - 01.1993