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
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