Kagan Karatayli
Beşiktaş
Summary
I have 12 years of experience in strategic and commercial functions across various FMCG sectors. I excel in strategic planning, market diagnostics, identifying growth opportunities, and influencing management teams to make insightful decisions. With proven expertise in P&L management, category and channel development, RGM, and e-commerce activation, I have delivered measurable outcomes for global brands. Additionally, I have strengthened my team management skills by successfully leading diverse teams, ranging from central teams to merchandising teams.
Overview
12
12
years of professional experience
9
9
years of post-secondary education
Work History
Senior Manager, Strategy
THE COCA COLA COMPANY
05.2023 - Current
- Contributing to the LRP process by conducting country-level analysis and mapping regional opportunities.
- Playing a key role in the ABP process, including diagnostic and conducting workshops and competitive games in coordination with key stakeholders.
- Identifying growth drivers and market opportunities while ensuring stakeholders receive critical insights.
- Understanding local players by formulating their winning strategies and developing recommendations.
- Partnering with franchises and help in answering key business questions and supporting in monthly performance reviews.
- Estimating market growth and company share based on activity and sales plan.
- Creating a holistic understanding of competition by integrating consumer and commercial insights.
- Leading development of a market analysis dashboard and strategy growth Intelligence Scanning routine.
Manager, Commercial Planning
GETIR
09.2021 - 05.2023
- Building and lead a team of 2 direct reports and 2 indirect reports.
- Developing channel & brand-based category strategies and execute them with business partners.
- Owning e-commerce channel strategy defining priority players and right e-commerce activation approach with right investment level to maximize business performance.
- Developing and presenting advanced Analytical reports measuring KPIs defining the success of e-commerce channel activations with clear recommendation of future improvement.
- Creating customer specific projects to increase basket size, loyalty, and distribution.
Category Manager, Trade & Shopper Marketing
L'OREAL
09.2020 - 09.2021
- Leading coloration, deodorant and men care categories.
- Building and lead a team of 2 direct reports and 2 indirect reports.
- Developing channel & brand-based category strategies and execute them with business partners.
- Conducting shopper research and creating selling stories based on shopper insights.
- Tracking rapidly changing E-commerce environment and preparing channel plans based on e commerce shopper.
- Managing discounter projects with sales team to obtain extra sales and catch new shopper.
Category Senior Executive, Trade & Shopper Marketing
L'OREAL
01.2018 - 08.2020
- Creating the category annual plan including promotion & activity calendar and brand priorities of all channels.
- Analyzing customer and SKU based data for customer dynamics and making proposals for category growth.
- Determining distribution target & opportunities and then tracking distributions of new launches.
- Managing channel based merchandising needs and developing tools by aligning with customer.
- Ensuring annual budget plan implementation, updating phasing and tracking realization monthly.
Executive, Shopper Marketing & Sales Strategies
JACOBS DOUWE EGBERTS
06.2015 - 12.2017
- Managing coffee portfolio at all channels (modern & traditional channel, e-commerce and professional).
- Strategizing and leading P&L statement of each channel (G2N, GM and EBIT controlling).
- Organizing trade marketing activities (Promo plans, POP, annual/monthly target, price and field activities).
- Leading pricing strategies and determining RSP, RPP and all promotional price activities.
- Learning the company's global sales capability strategies, localizing them and training local sales team.
- Determining and developing all e-commerce contents (Hero Pictures, Key visuals, Banners etc.).
- Planning e-commerce activity strategies and launching special products for e-commerce.
- Preparing e-commerce playbook and improving partnership with e-commerce business partners.
Channel Executive, Trade Marketing (National Chain)
ETİ GIDA SANAYİ VE TİCARET A.Ş
04.2014 - 06.2015
- Planning, budgeting, implementing, and managing trade marketing activities.
- Responsible for P&L statement of each category, preparing AOP and budget, setting sales and distribution KPIs of each category by channels.
Executive Assistant, Trade Marketing
ETİ GIDA SANAYİ VE TİCARET A.Ş
01.2014 - 04.2014
- Tracking and reporting sales, trend, and profitability in terms of category and channel.
- Forecasting new products sales for feasibility.
- Analyzing the performance of the promotional activities, Nielsen, KPMG, SAP data, interpreting the data by channels/regions, questioning, and finding out the success/failure points, developing action plans.
Data Analyst - Trade Marketing MT
ETİ GIDA SANAYİ VE TİCARET A.Ş
09.2013 - 01.2014
- Tracking and reporting sales and trend.
- Preparing monthly executive board reports and board of directors reports.
Education
BSc - Industrial Engineering
Middle East Technical University
09.2008 - 06.2013
High School - undefined
Mersin High School of Science
09.2004 - 06.2008
Timeline
Senior Manager, Strategy
THE COCA COLA COMPANY
05.2023 - Current
Manager, Commercial Planning
GETIR
09.2021 - 05.2023
Category Manager, Trade & Shopper Marketing
L'OREAL
09.2020 - 09.2021
Category Senior Executive, Trade & Shopper Marketing
L'OREAL
01.2018 - 08.2020
Executive, Shopper Marketing & Sales Strategies
JACOBS DOUWE EGBERTS
06.2015 - 12.2017
Channel Executive, Trade Marketing (National Chain)
ETİ GIDA SANAYİ VE TİCARET A.Ş
04.2014 - 06.2015
Executive Assistant, Trade Marketing
ETİ GIDA SANAYİ VE TİCARET A.Ş
01.2014 - 04.2014
Data Analyst - Trade Marketing MT
ETİ GIDA SANAYİ VE TİCARET A.Ş
09.2013 - 01.2014
BSc - Industrial Engineering
Middle East Technical University
09.2008 - 06.2013
High School - undefined
Mersin High School of Science
09.2004 - 06.2008