Hale Topaloglu

• Manage Recordati TR's major and top priority brand (Mictonorm) and the leading brand in vaginal antifungal treatments (Gyno-Lomexin)
• Proven record in promoting Mictonorm #1 urinary incontinence brand and maintaining Gyno-Lomexin's market leadership
• Carried out successful product launches that increased brand awareness and sales (Mictonorm SR 45 mg and Mictonorm 5 mg)
• Create marketing communication plan to increase brand awareness per segment
• Align content with global headquarter and report on central brand activities and performance
• Monitor and analyze market trends, consumer behavior, and competitor activities to identify market opportunities for driving future business growth
• Building effective omni-channel marketing strategies, including PPC, SEO, social media and other digital channels by considering consumer/patient journey (Eg: Fark Et Kacirma/(Notice, don’t miss it!)
• Optimize product & brand mix portfolio in order to obtain margin increase
• Full P&L responsibility and marketing budget management for execution of brand plans

STA (Short Term Assignment) (January-December 2019)
- Assigned to the "Muscle Relaxants" category in 2019 as an interim role, in addition to my current responsibilities in Urology and Gynecology.
- Maintained Cabral's market leadership despite the new strong entrants and generics in the market.

• Led Digestive Health and Cough & Cold portfolio
• Responsible for new product innovation, brand strategy and positioning in line with Rennie Global SBU (Strategic Business Unit)
• Set budget breakdown, pricing and forecasting sales whilst maintaining full P&L accountability
• Conducted market researches and monitored market trends to receive consumer & shopper insight and ensure if the right message is delivered (Eg: Rennie Claims Sort, Concept Tests, Active Online Listening, Sales Force Effectiveness, MexMarketing Excellence Tools)
• Built strong KOL (Key Opinion Leader) and influencer relationships for brand endorsement
• Responsible for one direct report (Junior Product Manager)

• Established Bayer Consumer Health's trade marketing department
• Planned and implemented sustainable successful trade marketing strategies to build the assigned categories (Nutritionals, Derma, Pain, Digestive Health, Cough & Cold); consisting of trade promotions, POS materials and sales incentives in order to increase brand awareness, pharmacy recommendation and drive sales (sell-in and sell-out)
• Measured marketing program effectiveness via regular monitoring of KPIs
• Collaborated with merchandising team on creating differentiated in-store experiences through unique merchandising and collateral opportunities
• Responsible for 1 direct report (Junior Trade Marketing Manager) & 5 indirect reports (Merchandisers)

• Designed Levi's brand vision at retail, managing various local distributors and retail partners with over 350 mono-brand &100 multibrand stores across Turkiye
• Planned and engaged global and local ATL & BTL marketing campaigns efficiently for franchisees in defined standards according to promote store awareness and boost visit intent
• Responsible for 1 direct report and 4 indirect reports (visual merchandisers)

• Shopper based designs across channels, new launch management, shopper marketing plans, POS design & delivery planning for all channels (key accounts, HORECA, Duty Free and traditional channels)
• Analyzed market & customer related reports
• Responsible for 1 direct report (Trade Marketing Specialist) and 8 indirect reports (field merchandisers)

• Accountable for Turkey, Greece, Bulgaria, Israel, Dubai, Cyprus and Romania
• Liaised with Global Retail Marketing team for facilitating annual & seasonal marketing planning
• Planned and activated ATL&BTL activities within own-brand retail and with trade (wholesale), franchise and distribution partners
• Delivered PR and sport marketing activities within retail and with trade partners to drive sell-through
• Ensured consistency of brand messaging across Adidas stores and distribution channels