Ezgi SIRMA

In addition to my previous role, I achieved the following gains.

• Growth Structure Development: Established and scaled the growth strategy from scratch for Migros Sanal Market following the merger with Migros Hemen, driving consistent and robust growth for the new "Grocery" division.
• Project Leadership: Served as the Project Manager for the "Student Club" initiative, a collaborative project between Migros One, Migros, and Money, providing tailored benefits to students and overseeing project execution and delivery.
• Campaign Innovation: Created a concept campaign model designed to foster habitual engagement, featuring daily-themed campaigns such as "Healthy Monday," "Good Morning Tuesday," and "Fresh Wednesday." Integrated gamified elements to attract and engage a younger target audience, boosting brand revenue through strategic partnerships.
• Agile Methodology: Implemented Agile methodologies for process management, with daily KPI tracking and end-to-end task management through Jira, ensuring efficient and transparent workflow management.
• Enhanced Reporting: Deep-dived into Salesforce Marketing Cloud's reporting capabilities to automate and streamline the reporting of journeys and communications. Enabled rapid detection of anomalies and improved the efficiency of the reporting process.

In addition to my previous role, I achieved the following gains.

• User Journey Design: Designed and mapped user journeys in Miro to enhance customer acquisition and retention. Developed flowcharts to guide users from initial engagement to achieving regular purchase frequency.
• Salesforce Marketing Cloud Automation: Implemented and managed user journeys and automation processes using Salesforce Marketing Cloud, streamlining manual workflows and automating repetitive tasks.
• Campaign Communication Optimization: Transitioned campaign communication processes to Salesforce Marketing Cloud, automating communication workflows to reduce manual workload and enhance individual productivity.
• Cross-Brand Campaigns: Planned and executed cross-campaigns within the Migros application to drive customer hybridization and increase cross-brand engagement.
• Product Development Collaboration: Worked closely with the Product team to identify and address user experience needs. Utilized Jira for end-to-end agile management of development tasks, ensuring continuous improvement in business processes.
• Cross-Functional Team Coordination: Conducted weekly meetings with operations, logistics, brand communication, digital marketing, and customer experience teams to identify and implement process improvements.

• Growth Strategy Development: Formulated and executed comprehensive growth strategies for Migros Hemen, driving substantial improvements in key business metrics.
• Campaign Planning and Execution: Designed and implemented monthly campaign plans, ensuring consistent growth in order volumes, new customer acquisition rates, and revenue. Successfully drove a steady increase in these metrics.
• Multichannel Campaign Management: Managed communication channels for campaigns across push notifications, email, and SMS, enhancing campaign visibility and improving KPIs.
• Regional Delivery Fee Model: Developed and implemented a region-based delivery fee model, resulting in a 33% increase in delivery revenue.
• Regional Free Delivery Model: Created a region-based free delivery model, contributing to an increase in average order value.

• Growth Strategy Collaboration: Actively participated in brainstorming sessions for growth strategies, contributing innovative ideas and playing a key role in their development.
• CRM Campaign Management: Strengthened the CRM campaign and automation capabilities for all brands within the Migros application by setting up comprehensive CRM campaigns.
• Multichannel Communication: Enhanced campaign visibility by setting up communications across push, email, and SMS channels, ensuring increased customer engagement.
• Data Analysis and Reporting: Conducted detailed campaign data analysis using BigQuery, providing upper management with insightful reports and actionable recommendations.
• Ad-hoc Data Analysis: Performed ad-hoc data analyses to support growth strategies, identifying key trends and opportunities for improvement.
• Award-Winning Project: Contributed to the "Churn Customer" project for Migros Sanal Market, which received the Smart Excellence Award for its innovative approach and successful implementation.