İmran Buse Marmara
Brand Manager
Kadıköy
Summary
Results-driven Brand Manager solid FMCG experience +6 years in product launches, relaunches, and portfolio management. Skilled in cross-functional leadership, brand P&L ownership, and delivering impactful ATL/BTL/Digital campaigns. Proven ability to drive cost savings, optimize SKU portfolios, and enhance operational efficiency through Agile methodologies. Strong analytical mindset with deep expertise in Nielsen retail data analysis and market trend evaluation.
Overview
7
7
years of professional experience
2
2
Languages
Work History
Brand Manager
Ülker / Pladis
12.2023 - Current
- Leading the launch and growth of
- Lker Go Ahead, a new healthy snacks brand in the Turkish market.
- Managing brand strategy, positioning, big idea and communication plans.
- Developing and executing ATL, BTL, and Digital campaigns, including storytelling concepts, sales team engagement, and seasonal promotions.
- Managing NPD pipeline across five SKUs from concept to launch.
- Conducting Nielsen data analysis to monitor market share, competitor activity, and performance KPIs, with strategic adjustments to improve physical and mental availability.
- Collaborating cross-functionally with R&D, Sales, Finance, Supply Chain, and Production to ensure profitability and timely execution of projects.
- Leading trial generation strategies such as sampling activations, point-of-sale visibility, and seasonal limited editions to accelerate penetration.
- Managing brand P&L, cost-saving initiatives, and portfolio optimization to drive both volume and value growth.
Brand Manager
Evyap
07.2023 - 12.2023
- Managed Arko Nem Skin Care & Sun Care brand
- Analyzed Nielsen Retail data for Skincare
- Launched new product ideas; monitored market trends
- Led ATL/BTL/Digital campaigns, COGS & P&L analysis
- Collaborated with R&D, Finance, and Operations
Sr. Assistant Brand Manager
Evyap
09.2021 - 07.2023
- Managed Arko Nem, Arko Men, Sanino, brands
- Analyzed Nielsen Retail, Ipsos HHP, BHT datas
- Launched new product ideas; monitored market trends
- Led ATL/BTL/Digital campaigns, COGS & P&L analysis
- Collaborated with R&D, Finance, and Operations
Launch & Relaunch Project Specialist
Evyap
01.2019 - 09.2021
- Planned NPD/EPD, managed cost reduction and SKU processes
- Reduced write-offs, led inactive stock processes
- Prioritized launch projects using MS Project
Education
MBA -
Bahçeşehir University
01.2022
Management / Technology & Knowledge Management
Başkent University
01.2017
Accomplishments
- Built New Healthy Snacks Category: Spearheaded the introduction of a health-focused snack line for
- Lker.
- Led Cost-Saving Projects: Successfully drove multi-departmental initiatives that reduced COGS.
- Boosted Campaign Performance: Developed ATL/BTL/Digital campaigns that improved brand visibility and sales.
Timeline
Brand Manager
Ülker / Pladis
12.2023 - Current
Brand Manager
Evyap
07.2023 - 12.2023
Sr. Assistant Brand Manager
Evyap
09.2021 - 07.2023
Launch & Relaunch Project Specialist
Evyap
01.2019 - 09.2021
Management / Technology & Knowledge Management
Başkent University
MBA -
Bahçeşehir University