SERCAN ALMALI
Media Planning Expert
ISTANBUL
Summary
A passionate Performance Media Expert with vast experience encompassing both multi-market and in-market media leadership. He has worked with the world's largest agency groups and big brands, helping business partners achieve business objectives. Managed 8 digits ($) annual media budgets, achieved demonstrable business results through media. Has an analytical approach to working with with enthusiasm to embrace new concepts and ideas. Applies strong problem-solving skills along with solid communication skills. Passionate about understanding consumers deeply to drive higher ROI for campaigns and identify gaps and overlaps that could impact media performance.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Digital Media Planning Expert
BSH Household Appliances
03.2020 - Current
- Design and implement performance media planning campaigns to strengthen the online sales and assets of BSH brands.
- Directing and monitoring the execution of online performance campaigns, mainly on global platforms (eg Meta, Google and DV360). Managing online media strategy, media planning and operation in close collaboration with the agency.
- Implementation of technological infrastructure developments (DMP, DSP, AdTech) that will increase the effectiveness of online performance campaigns, conducting the process with internal and external partners.
- Budget allocation and media planning between brands and platforms to achieve business goals. Managing 8 Digit ($) media budget.
- Developing data sharing frameworks with 3rd party partners, leverage and grow in-house data pool to improve results.
- Implementing A/B tests and analyzing their results, developing best practices and innovative media projects.
- Developing media analytics to understand the impact of online and offline media campaigns on business results.
Digital Media Director
CARAT MEDIA
12.2012 - 03.2020
- Carrying out full-funnel performance media planning processes and creating campaigns that drive commercial growth and business results through the media.
- Developing and implementing full funnel online media planning strategies in multiple markets, managing the operation.
- Consulting brand and sales partners on media strategy, budget and project planning.
- Developing partnerships with media and tech companies such as Google, Facebook and Adjust.
- Liaising with internal and external partners to strengthen the technical infrastructure (DSP, DMP, CDP) that will increase performance
- Managing a team of planning and strategists, taking on leading roles in projects and new business pitches.
- Key Clients: Renault, Media-Markt, Philips, Vodafone
Strategic Planning Specialist
Universal McCann
09.2011 - 12.2012
- Converting business objectives into media strategies and planning media applications that blend to the consumer journey.
- Deriving insights from quantitative and qualitative research to understand the consumer and applying them to the communication strategy.
- Producing reports and analyzes to increase media effectiveness using multiple tools and statistical analysis either independently or by combining them.
- Key clients: Coca Cola, Microsoft, Exxon, Mastercard, Markafoni, Pınar, Balparmak, Beko, Opet
Research Specialist
IPSOS
06.2010 - 09.2011
- Carried out market research projects and data analyses for brands in FMCG, Automotive & Telecom Industries.
Education
MBA - Marketing
Yeditepe University
İstanbul Turkey04-2016
Bachelor of Science - Econometrics
Marmara University
İstanbul Turkey04-2010
Skills
- Performance Marketing
- Media and Communication Strategies
- Media Buying and Budget Management
Certification
- Google Ads
- Meta Blueprint
- Google Analytics
- Adobe Analytics
Websites
Languages
Turkish
Native language
English
Advanced
C1
German
Elementary
A2
Timeline
Digital Media Planning Expert
BSH Household Appliances
03.2020 - Current
Digital Media Director
CARAT MEDIA
12.2012 - 03.2020
Strategic Planning Specialist
Universal McCann
09.2011 - 12.2012
Research Specialist
IPSOS
06.2010 - 09.2011
MBA - Marketing
Yeditepe University
Bachelor of Science - Econometrics
Marmara University