Nihal Gürbüz
CRM Manager
İstanbul
Overview
14
14
years of professional experience
Work History
CRM Manager
Olka Group | Skechers Asics Klaud Hunter
Istanbul, Turkey
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
İstanbul
10.2021 - 05.2022
CRM Big Data & Analytics Manager
DeFacto
Istanbul, Turkey
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
Istanbul, Turkey
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
Istanbul, Turkey
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
Istanbul, Turkey
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
Lead nurturing
Salesforce proficiency
CRM integration
Data and Data Sources Management
Analyze Customer Data
Loyalty Programme Management
Segmentation
Customer Experience Management
Customer Research
Complaint 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 -