Lale Zeynep ATAT

-Leading start-up companies marketing teams for growth

-Establishing teams of high achievers for success

-Crafting brand identity for winning brands

-Reported to consumer segment GM, leading team of 6 direct reports-1 communication manager, 1 digital marketing manager, 3 sales managers, 1 senior marketing executive, 11 team members including their teams, 90 outsource personnel (80 call center personnel, 10 field sales executives)

- Responsible for brand development, strategy building, positioning of TurkNet consumer brand

-Repositioned TurkNet brand based on consumer research identifying the essence of brand, which laid its foundation for designing strong and solid brand map

-Grew customer base by 42% for 2 years in a row

-Initiated new channel development initiatives for sales

Built nw direct sales channel from scratch that added incremental business of 20% + to base

-Led digital marketing initiated Attribution model project that unrevealed the contribution of each marketing investment (owned, earned, paid media) to sales results.

-Revamped brand site based on customer needs and customer journey requirements growing web site traffic by 83 % in less than 1 year

-Accelerated the growth of the brand leveraging digital sales, marketing and customer experience tools and systems

-Marketing automation, performance marketing, SEO, website optimization through a/b tests.

-Reshaped in-home ice cream portfolio successfully by differentiating, Algida and Carte D’or brands, and bringing innovation in line with each brands’ DNA.

-Responsible for strategy creation, management of complex in home ice cream portfolio, leading communication development work for global and local brands for assigned countries including digital assets for Turkey, Israel, expansion countries

-Led the creation of most successful communication campaigns such as “Algida Maraş Usülü Dövme” doubling sales in 2 years for re-innovation range

-Created tested communication assets which are winning assets as per Bases 2 Nielsen testing.

-Created and managed the innovation pipeline for Turkey, Israel, Iran, Unica reporting to Regional Brand Director

-Led the sustainability agenda of Lipton brand in Turkey and acted as the sustainability leader for the whole food & beverages division

-Delivered brand strategy, brand innovation/renovation projects and communication assets for assigned countries

-Created the strategy and brand plan for TUII countries that enabled 15 % sales growth and enabled X2 growth of the Namet & Rub cluster in last 2 years

-Identified an business opportunity in premium tea segment of the packet tea market which was not addressed by the existing portfolio of Lipton brand.

-Launched new Lipton tea line which even today is on shelve enabling a value share improvement of 400 bps in 3 years in a mature tea market (8% to 12 %)

-Directed trade marketing department members including trade marketing executives, field merchandisers and beauty advisors (7 direct, 200 indirect reports)

-Initiated H&B category management projects with key clients in national key accounts and traditional trade

-İnitiated building and managing of flagships stores serving as top visibility points for key brands

-Led creation of mobile reporting tools and merchandising web portal for perfect execution

-Proposed, initiated and led structural reorganization of trade marketing department, redefining roles and responsibilities in cooperation with HR.

- Turned Dermo -Expertise brand into winning brand through market share gain within 6 months, through penetration gain within target consumer segment.

-Led successful product launches for Dermo-Expertise brand, bringing significant incremental market share

(Best practice: Volume Collagen launch-Convinced top management for creating a new TV ad campaign only for Turkey by combining 2 films to fortify the USP of the product.

Result: 3 % value share increase within 1 month a product launch- Feb/March’08)

-Enhanced the in-store visibility and selectiveness of L’Oreal Paris make-up brand with innovative merchandising initiatives.

-Formed 2 new teams of merchanisders and make up artists to enhance the premium look and visibility of L'Oreal Paris at point of sales.

• Collaborated with sales and support teams to launch products on time and within budget.
• Launched new line; Kerastase Reflection fortifying luxury positioning of Kerastase brand.
• Proposed and led "distribution project" for Kérastase analyzing trade performance of hair dressers. Secured brand existence in top premium hairdressers enabling premium brand image (concentrating on top doors by closing zero marginal value doors)

-Built and strengthened relationships with new and existing accounts (Unilever, Coca-Cola company) to drive revenue growth.

-Initiated and executed marketing research projects independently in key accounts.

-Gained good level of expertise for customer management, immersed into various studies in marketing research (product and advertising tests, segmentation studies, U&A surveys).