Merya Ilvan Egrioğlu
Growth Marketing Manager
Istanbul
Summary
Growth Marketing Manager with hands-on experience in product-led growth, lifecycle marketing, SEO/ASO, CRM, analytics and experimentation across health-tech and consumer apps. Founding team experience in scaling a mobile product to 200K+ users, designing loyalty systems and reducing CPI to $0.27 through data-driven growth strategies. Strong cross-functional collaborator working closely with product, engineering and analytics teams. Interested in product growth, experimentation and data-informed decision-making.
Overview
5
5
years of professional experience
Work History
Growth Marketing Manager
Happ Health App / MLP Care
01.2024 - Current
- Owned end-to-end growth and lifecycle strategy for a multi-service health-tech platform (check-up, online doctor, psychologist, dietitian, home healthcare).
- Planned and executed conversion-focused CRM campaigns across Push Notifications, Email, SMS and WhatsApp using behavioral, lifecycle and intent-based segmentation.
- Designed and implemented GA4 e-commerce tracking (view_item, add_to_cart, begin_checkout, purchase), including data layer definitions and technical documentation with developers.
- Built and maintained UTM attribution structures across SEO, CRM, referral partnerships, pop-ups and paid media to ensure accurate performance measurement.
- Led App Store Optimization (ASO) initiatives for iOS and Google Play: keyword research, prioritization, and metadata optimization.
- Contributed to SEO strategy and landing page optimization, focusing on high-volume health queries and web-to-app conversion funnels.
- Prepared data-driven growth and performance reports combining GA4, Google Search Console and CRM insights, translating data into clear business recommendations.
- Collaborated cross-functionally with product, design, engineering and medical teams, ensuring regulatory compliance and user-centric communication.
- Turkey's largest private hospital network
Marketing Responsible (Project-Based)
Fundación Condado de Taboada
05.2024 - 06.2024
- Developed and implemented a comprehensive marketing and communications strategy for Pazo de Illobre.
- Conducted market research to identify target audiences and effective marketing channels.
- Planned and managed social media campaigns to increase brand awareness and engagement.
- Monitored campaign performance and optimized strategies based on insights.
Head of Marketing / Founding Team Member
Sporzy App
10.2022 - 05.2024
- Member of the founding team, owning growth and marketing strategy from early-stage to scale.
- Scaled user acquisition to 200,000+ users while reducing CPI from 8 TL to 1.5 TL (~$0.27) through experimentation, viral content and performance-driven campaigns.
- Designed and launched Turkey's first points-based loyalty system using Insider, rewarding users based on in-app engagement and purchases.
- Enabled users to redeem points for partner brand products, significantly improving retention and revenue metrics.
- Managed paid acquisition across Meta Ads and TikTok, alongside CRM campaigns via email and SMS.
- Analyzed user journeys and funnels using Mixpanel, optimizing engagement and conversion.
- Coordinated product launches by working closely with design, engineering and product teams.
Digital Marketing Specialist
Pierre Fabre Group
08.2022 - 10.2022
- Managed CRM-based e-commerce campaigns, increasing conversion rates by 15%.
- Analyzed customer journeys and optimized campaigns for improved ROI.
- Collaborated with agencies on campaign execution and reporting.
Engineering Intern
Enerjisa Üretim
05.2021 - 05.2022
- Studied corrections from senior engineers to learn and grow professionally.
- Assisted engineers with inspections of finished construction.
- Collaborated with engineering team to determine project specifications.
- Designed and implemented quality control processes to facilitate customer satisfaction.
Education
Bachelor's Degree - Metallurgical and Materials Engineering
Istanbul Technical University (ITU)
Skills
- GA4
- Google Search Console
- Funnel Analysis
- Attribution
- A/B Testing
- Push Notifications
- SMS
- Segmentation
- Automation
- Insıder
- Keyword Research
- App Store Optimization
- On-page SEO
- Web-to-App Funnels
- Meta Ads
- Google Ads
- TikTok Ads
- CRM Platforms
- CMS
- Mixpanel
- Appsflyer
- Health-Tech
- Consumer Apps
- Regulated Products
Languages
Turkish
English
Spanish
Skills And Tools
GA4, Google Search Console, Funnel Analysis, Attribution, A/B Testing, Push Notifications, Email, SMS, WhatsApp, Segmentation, Automation, Insider, Keyword Research, App Store Optimization, On-page SEO, Web-to-App Funnels, Meta Ads, Google Ads, TikTok Ads, CRM Platforms, CMS, Mixpanel, Appsflyer, GA4, Health-Tech, Consumer Apps, Regulated Products
Open To
Europe & Remote
Personal Information
Availability: Open to Europe & Remote
Timeline
Marketing Responsible (Project-Based)
Fundación Condado de Taboada
05.2024 - 06.2024
Growth Marketing Manager
Happ Health App / MLP Care
01.2024 - Current
Head of Marketing / Founding Team Member
Sporzy App
10.2022 - 05.2024
Digital Marketing Specialist
Pierre Fabre Group
08.2022 - 10.2022
Engineering Intern
Enerjisa Üretim
05.2021 - 05.2022
Bachelor's Degree - Metallurgical and Materials Engineering
Istanbul Technical University (ITU)