PELİN KURTBAY

· Developing expertise on the market, pricing analysis, sales strategies, effective promotions & advertising.

· Responsible of guiding and communicating between buyers and sellers

· Designing marketing campaigns using both online & offline tools

Reached over 100 new customers and closed over 3 deals.

• Led the development and supervised implementation of all digital marketing communications
• Established performance marketing for Tadım, led performance media plans and worked closely with brand team
• Opened & led Tadım Blog to follow the customers’ digital footprints and remarket the target group
• Developed Tadım online shop with the customer experience point of view and worked closely with E-commerce Manager
• Defined and implement strategies & procedures for ensuring optimal customer experience and increasing customer satisfaction, loyalty, and advocacy of Consumers, Dealers, Sales Points and Farmers
• Continually reviewed every interaction point between the customer and Tadım throughout the lifecycle
• Oversaw the restructuring of the organization into a customer-focused establishment.

• Led the development and supervised implementation of all comprehensive communications strategy of Tadım, including marketing/brand communications and corporate communications
• Responsible for ATL & BTL production, media plans for all the channels and PR activities both product categories and corporate brand
• Managed online assets (social media & corporate website) and digital media management (content, ads, etc.) Analyzed online/offline marketing mix; determined direct/indirect contributions to sales, optimized media plans to maximize ROI
• Responsible for events & sponsorship and internal & external fairs strategies and management
• Led Tadım “Euroleague” sponsorship agreement and online & offline activities
• Built solid relations with internal and external stakeholders including media, digital influencers, customers, employees and cross functional units and opinion leaders, to improve company’s reputation & brand presence.

• Managed Efes Xtra brand (the 3rd brand in the Turkish beer market) and Efes Dark (the first dark beer in Turkish beer market) product positioning, pricing, strategic planning of marketing activities, preparing and implementing of the annual marketing plan
• Realized the given marketing budget, achieving the annual profit targets
• Raised & lead a profitability project for all brands; extremely positive outcomes have achieved
• Kept Efes Xtra brand young & innovative by leading a sustainable plan for Efes Xtra Shot.

• Managed Efes Pilsen brand (the leader brand in Turkey’s alcoholic beverages market), product positioning, pricing, strategic planning of marketing activities, preparing and implementing of the annual marketing plan
• Planed and managed BTL activities, annual and quarterly campaigns via both using dark marketing tools and various media tools (if possible) Realized the given marketing budget, achieving the annual profit targets
• Project leader of Efes Pilsen’s innovative project: Extra Cold beer: “Şok Soğuk” which led to positive market share outcomes
• Analyzed the market to find the gaps and develop new brand or new SKU’s about market and consumers’ needs.

• Created activities/ways/special projects to increase company and brands' image, loyalty and awareness especially in the areas of Music, Art and Culture
• Pioneered the creation of new communication platforms with the consumers and creating new social brands
• Responsible for planning and organizing whole period of Efes Pilsen One Love Festival, Efes Pilsen Blues Festival and IKSV Film Festival Sponsorship
• Maximized all sponsorship, event and organizations of all brands such as Efes Pilsen, Bomonti, Miller & Beck's
• Planned and monitored Influencer Marketing and created Brand Advocates in both outside and inside the organization
• Planned and organized inside organizations (Dealer’s Meetings, Marketing and Sales Teams Meetings, etc.)

• Responsible for preparing periodic reports reflecting the situation of both the beer and the FMCG market
• Responsible of preparing Board reports, yearly Marketing Plan & Budget and Strategic Business Plan
• Controlled the sales area for a definite time both in Turkey and the other countries where Efes was operating
• Led qualitative and quantitative research
• Assisted Licensed Brands as ABM, including the brands; Miller, Beck’s and Foster’s.