Pelin Aydın
Senior Brand Strategist
Istanbul,34
Summary
Driven by a passion for solving complex brand puzzles, I've successfully designed transformative strategies for major brands at Ogilvy&Mather and as a self-employed Senior Brand Strategist. Specializing in brand health checks and strategic consultancy, my approach combines analytical prowess with a genuine curiosity, fostering brand growth and market penetration.
Overview
25
25
years of professional experience
Work History
Senior Brand Strategist
Self-employeed
06.2024 - Current
Throughout my journey I had the privilege and joy of designing brand-communication strategies for many great brands with challenging business problems. Whenever my professional motivation is asked, I said “I am genuinely curious and like solving puzzles."
Today, I look back and feel extreme gratitude for growing up within Ogilvy culture which made me a respectful, loving and efficient professional for brands.
Now is the time to nurture the "Brand Strategy" I believe in on my own.
Head of Strategy
Ogilvy&Mather Advertising - 4129Grey&Ogilvy Group
05.2014 - 05.2024
Strategic consultancy, brand health check, insight mining, brand key design, corporate identity, brand & communication strategy, idea creation
Accounts; Philips Home and Personal Care, Ford, Coca-Cola (Coca-Cola, Fanta, Cappy, Fuse Tea), Unilever (Dove, Yumoş, Calve), KC (Huggies, Kotex), BP, Atlasglobal, Pizza Hut, Mondelez brands, Turkey Ministry of Tourism and Culture, Setur, Modanisa, About Nights, Reeder, TEB, HSBC, United Payment, Teknosa, Hayat Holding, GSK, Nestle, Mastercard, Agesa, UNWomen and new business projects in various markets...
Regional Strategic Planning
Lowe and Partners
06.2006 - 01.2013
Director / Regional Strategic Planning
Accounts ; Nestle Confectionery Group, Unilever Brands (Becel, Sana, Knorr), Efes Pilsen brands & corporate, AEG-Electrolux, Tchibo, DGS Insurance
Strategic Planner
Ogilvy & Mather
05.2004 - 06.2006
Accounts; Ford Passenger Cars, Braun, Oral-B, Duracell, Sana, Tang, Castrol, BP Motor Oil, Milupa, Bebelac, Kimberly Clark Huggies, Piyale
Account Executive
Ogilvy & Mather
11.1999 - 05.2004
Accounts; Ülker Cakes & Biscuits, Nestlé Dairy, American Express, IBM, Castrol, BP, Gillette, Braun, Duracell, Oral-B, Dyo, Singer
Education
Business Administration And Marketing
Istanbul University
İstanbul05.1997
Public Relations And Advertising
İstanbul University Faculty of Communication
05.1996
Tarsus American College
Tarsus05.1992
Skills
BRAND HEALTH CHECK
Qualitative Survey (Focus Groups & In-depths)
Business & Category Analysis
Competitive Review
Brand SWOT
Strategic consultancy for KPI clarification- business / marketing / communication
Trend Analysis
Store-Check / Detailed Digital Check
Ad Hoc Workshop Design & Facilitation
Strategic support for quantitative and qualitative research processes
BRAND BUILDING
Brand House Development (with WHAT-HOW-WHY perspective; clarification of the brand ambition, target audience, human truth, brand personality, tone of voice and purpose)
Strategic Territory distillation of the brand house w/ alternative Strategic Brand Platforms (How do we make our brands mentally and physically available to the consumers that matter? How are we planning to change their behavior?)
Customer Journey design with primary drivers and barriers
Partnership study (How will we further build a customer-centric marketing approach that fully utilizes partnerships with our strategic customers?)
Transformational Well-Brand Strategy (w/ Evaluation of the category and brand from health and wellness perspective)
CAMPAIGN CREATION
Communication brief
Strategic consultancy all through the ideation process (How do we capture the ethos of the brand platform across assets & touch points?)
Strategic support for PR narrative
Strategic support for 360 idea development including digital content territories
(What are the content pillars that will inspire consideration & drive conversion to different segments with different needs?)
Strategic input for localization objectives Establishing cultural relevance formulations
Strategic input for brand’s business and marketing plans
Experience design
Enterprise blueprint (How do we activate our brand platform across every internal and external enterprise audience)
Optimization of special days communication
PRODUCT DEVELOPMENT
New product & service idea generation with solid rationale
(Both for long term brand building & short & mid-term growth-sales)
Strategic input for the current marketing plan
Timeline
Senior Brand Strategist
Self-employeed
06.2024 - Current
Head of Strategy
Ogilvy&Mather Advertising - 4129Grey&Ogilvy Group
05.2014 - 05.2024
Regional Strategic Planning
Lowe and Partners
06.2006 - 01.2013
Strategic Planner
Ogilvy & Mather
05.2004 - 06.2006
Account Executive
Ogilvy & Mather
11.1999 - 05.2004
Business Administration And Marketing
Istanbul University
Public Relations And Advertising
İstanbul University Faculty of Communication
Tarsus American College