Nihal Gürbüz
CRM Manager
İstanbul
Overview
14
14
years of professional experience
Work History
CRM Manager
Olka Group | Skechers Asics Klaud Hunter
05.2022 - Current
- Increased customer satisfaction by implementing a personalized CRM strategy for better communication and engagement.
- Analyzed customer behavior to identify trends and optimize marketing strategies for increased revenue growth.
- Conducted thorough market research to stay abreast of industry trends and competitor offerings, informing strategic decisions related to CRM management.
- Championed a culture of continuous improvement by regularly reviewing and updating CRM processes and strategies, maintaining a focus on achieving organizational goals.
- Coordinated with IT and ecommerce departments to ensure seamless integration of new CRM features and functionalities across all relevant platforms. (SAP CDP - Campaign Engine - SAP Emarsys Marketing Automation)Platform - Loyalty Management)
- Managed cross-functional teams to successfully execute CRM initiatives, ensuring seamless collaboration between departments.
- Spearheaded GDPR compliance initiatives, ensuring the organization''s CRM practices adhered to data privacy regulations.
- Developed data-driven marketing campaigns for improved client retention and brand loyalty.
- Established strong relationships with key stakeholders through regular communication and feedback sessions, promoting a customer-centric culture within the organization. (Customer Journey Mapping Project)
- Managed revenue models, process flows, operations support, and customer engagement strategies.
- Implemented systems and procedures to increase sales.
- Aligned company goals with customer outcomes and increased satisfaction by automating contact management systems.
- Increased profit margins by effectively controlling budget and overhead and optimizing product turns.
- Identified opportunities for upselling and cross-selling by analyzing existing customer data, leading to increased average transaction value.
- Implemented targeted communication marketing campaigns, resulting in higher conversion rates.
- Evaluated the effectiveness of promotional campaigns using A/B testing methods, refining marketing messages for greater impact.
- Optimized lead nurturing process by developing targeted content based on customer segmentation, driving higher engagement rates.
- Reduced churn rate by introducing loyalty programs aimed at rewarding long-term customers.
CRM Manager
Martı İleri Teknoloji
10.2021 - 05.2022
CRM Big Data & Analytics Manager
DeFacto
10.2020 - 10.2021
- Developed customized reports for improved sales forecasting and accurate performance tracking.
- Managed big data studies customer data platform under the roof of CRM
- Managed to analyse data identifying trends and patterns related to guest customer (CRM) segments, marketing performance, store/web/mobile app analytics and user experience.
- Managed to analyze and interpret user segments and behaviors to be leveraged in lifecycle marketing.
- Determined and managed KPIs and provides strategies on how to drive the metrics up across database growth, quality.
- Managed to analytics customer-centric dashboards, reports and ad-hoc analysis.
- Manage internal/external data source system partners.
- Manage to analyze and forecast customer journeys with real time customer event scenarios.
- Managed to o analyze and analytics process of loyalty program.
- Managed to analyze the results of CRM actions (campaign usage, click rate, conversion rate, cohort etc.)
- Managed to test and monitor data integrations between e-commerce systems, enterprise applications and the data warehouse.
CRM Data and Analytics Supervisor
Shaya
10.2017 - 10.2020
- Management of the core CRM data system and ensuring compliant processes
- Identifying existing CRM data sources and configuring CRM database architecture
- Ensuring healthy operation of the CRM system infrastructure and data flows (integrations)
- Managing projects related to data hygiene, standardization, validation, and data quality
- Managing datamart projects
- Accurate and timely production and distribution of CRM reports
- Preparing domestic and international CRM KPI reports
- Analyzing customer data
- Measuring the lifecycle funnel values of My Starbucks Rewards Programme customers
- Understanding and measuring customer behavior and global CRM profiles of My Starbucks Rewards Programme members
- Measuring activities for active, lapsed, and prospect customers
- Measuring segmentation and segment history, and identifying actions for each segment
- Building and analyzing suitable actions and different customer journeys on the Starbucks Mobile Application
- Analyzing and reporting on My Starbucks Rewards core, mass, or targeted campaign improvements and efficiencies
- Analyzing the effectiveness of customer communications
- Supporting retail, marketing, and product activities
- Providing ad-hoc data analysis upon request
- Developing data science projects for the retail team to drive success
CRM Analyst
Ayaydın Ipekyol Twist Machka
04.2014 - 10.2017
- Managing the Ipekyol Loyalty Programme (Ipekyol Card)
- Managing the Twist Loyalty Programme (Twist Card)
- Managing the Machka Loyalty Programme (Machka Card)
- Analyzing customer data
- Conducting segmentation studies, analysis, and reporting (RFM and lifestyle)
- Executing campaign activities for all segmented profiles across all brands
- Establishing and managing campaign partnerships
- Coordinating and planning CRM lifecycle programs across multichannel campaigns (Twist Card Mobile Application, Ipekyol–Twist–Machka websites)
- Collecting CRM data and managing data cleansing and deduplication processes
- Managing customer communication processes (SMS, Email)
- Leading BI projects
- Conducting modeling studies using T-SQL and SPSS Modeler for CRM analytics
- Managing the CRM department budget
- Providing training on CRM and CRM operations for internal stakeholders
- Managing the CRM team
Market Research Team Leader
Birleşik Araştırmacılar Market Research and Consulting
10.2011 - 03.2014
- Leading market research activities, sectoral research, and competitor analysis
- Leading and/or supporting the execution of local market research studies for the Turkish market by compiling, analyzing, and interpreting research data, preparing research reports, and creating presentations
- Managing projects aimed at increasing brand awareness and enhancing brand image
- Managing projects focused on improving customer satisfaction and internal customer satisfaction
- Managing mystery shopper projects
- Identifying client expectations from research studies
- Determining the appropriate research model in line with objectives and expectations
- Organizing project processes with field staff and the CATI team
Education
Associate of Science -
Istanbul Technical University
Istanbul, Turkey 04.2001 -
Bachelor of Science - Statistics
Ege University
Izmir 04.2001 -
Skills
Campaign management
Timeline
CRM Manager
Olka Group | Skechers Asics Klaud Hunter
05.2022 - Current
CRM Manager
Martı İleri Teknoloji
10.2021 - 05.2022
CRM Big Data & Analytics Manager
DeFacto
10.2020 - 10.2021
CRM Data and Analytics Supervisor
Shaya
10.2017 - 10.2020
CRM Analyst
Ayaydın Ipekyol Twist Machka
04.2014 - 10.2017
Market Research Team Leader
Birleşik Araştırmacılar Market Research and Consulting
10.2011 - 03.2014
Associate of Science -
Istanbul Technical University
04.2001 -
Bachelor of Science - Statistics
Ege University
04.2001 -