Hale Recan
Istanbul
Summary
Results-driven Brand Manager with extensive experience in brand awareness, digital marketing, and e-commerce optimization within the FMCG sector. Proven track record of driving market share growth, achieving cost efficiencies, and executing impactful, localized campaigns. Skilled in collaborating with cross-functional teams and leveraging data-driven insights to exceed sales and engagement goals.
Overview
5
5
years of professional experience
Work History
Brand Manager
Hayat
04.2024 - Current
- Successfully launched renewed kitchen towel products in Familia, achieving over 13 million reach on social media within two months through targeted digital marketing strategies, establishing strong initial brand awareness.
- Maintained Familia’s market leadership in the toilet paper category by reinforcing brand positioning and driving consistent consumer engagement.
- Drove a 2% growth in market share for Teno in the economy segment within three months, leveraging data-driven marketing and tailored outreach initiatives to capture budget-conscious consumers.
Brand Manager
Carex Sweden
11.2023 - 04.2024
- Drove strategic brand awareness initiatives that significantly enhanced market visibility and positioned Bionnex as a trusted choice in the dermocosmetic/ health category.
- Executed a targeted outreach program by attending at university conferences to foster relationships with future dermatologists and pharmacists, cultivating long-term brand loyalty among key industry influencers.
- Developed and implemented data-driven seeding and influencer partnerships, leveraging targeted content, optimal posting frequency, user-generated content (UGC), and effective ad strategies. These efforts led to a 30% increase in engagement rates and a 25% boost in online sales within four months.
Brand Manager
Essity
11.2023 - 04.2024
- Led initiatives to increase brand awareness for TENA and drive incontinence awareness within the Health and Medical category, fostering both functional benefits and emotional connections through collaboration with healthcare professionals (HCPs).
- Achieved a 3% volume market share increase in IQVIA within four months through CRM-focused efforts, leveraging field team support to enhance engagement and product adoption.
- Exceeded sales targets by 15% in Turkey through effective geographical segmentation and tailored portfolio management, identifying region-specific needs via targeted field visits and thorough reporting.
- Boosted free sample requests, a key differentiator for TENA, by 35% above launch targets over six months through strategic digital marketing investments and optimized budget allocation.
Senior Brand Operations Specialist
Procter and Gamble
11.2019 - 11.2023
- Delivered a 15% cost optimization by strategically adapting a single advertising campaign to suit multiple target audiences, ensuring maximum impact across diverse segments while efficiently managing budget allocation in Gillette Venus new brand campaign.
- Spearheaded a comprehensive e-commerce visibility initiative, transforming digital presence across platforms for various brands such as Oral B, Vicks, Braun and Gillette. By creating localized visual adaptations and content tailored for digital marketing, I increased e-commerce visibility from 67% to 98% within six months, positioning each brand more prominently and driving significant online engagement and conversions.
Education
Master of Arts - Marketing Communication Management
Galatasaray University
Istanbul02.2022
Political Science and International Relations - Double Major
Yeditepe University
Istanbul02.2022
English Language and Literature -
Yeditepe University
Istanbul06.2017
Skills
- Global brand strategy
- Brand and product positioning
- Consumer insights and data-oriented
- Growth tracking
- NPD management and innovation
- Marketing campaign development
- Budget management
- Marketing strategy
- Multi-channel campaigns
- Strategic assortment and portfolio management
- Marketing mix expertise
- Brand strategy
- CRM, Google Analytics and PowerBI
- Performance tracking
Languages
English
Bilingual or Proficient (C2)
Russian
Beginner (A1)
Timeline
Brand Manager
Hayat
04.2024 - Current
Brand Manager
Carex Sweden
11.2023 - 04.2024
Brand Manager
Essity
11.2023 - 04.2024
Senior Brand Operations Specialist
Procter and Gamble
11.2019 - 11.2023
English Language and Literature -
Yeditepe University
Master of Arts - Marketing Communication Management
Galatasaray University
Political Science and International Relations - Double Major
Yeditepe University