Simruy YILMAZ
Category Development Manager
Istanbul
Summary
With over 8 years of experience in the FMCG, consumer health care and pharma sectors, I have honed my skills in business development, key account management, trade marketing, training, sales, and customer management. Currently working as a Category Development Manager, my responsibilities include spearheading category development and trade marketing strategies. In addition, I oversee a key account portfolio while managing a team of 4 key account specialists in the field.
Overview
9
9
years of professional experience
6
6
years of post-secondary education
3
3
Certifications
Work History
Category Development Manager
Abdi Ibrahim (Consumer Health Care)
1 2022 - Current
- Identifying and reporting key performance indicators to define successful category management.
- Developing and executing the Trade Marketing plan in line with sales and marketing objectives and managing the Trade Marketing budget
- Improving brand presence and campaign execution across trade through excellence in in-store planning, execution, and tracking in alignment with the annual marketing priorities
- Leading and implementing channel-specific trade marketing strategies and plans for assigned retailers
- Leading activation programs with partners to improve brand visibility
- Achieving growth and hit sales targets by successfully managing the key account team
- Recruiting, objectives setting, coaching and performance monitoring of key account specialists
- Ensuring that the sales team has a clear framework and mechanisms for capability development, re-aligning the learning portfolio to fit a refreshed capability development plan that meets end state requirements.
- Coaching and promoting high-achieving sales and account management employees to fill sales team positions with qualified staff and boost company growth. Following teams progress.
Area Commercial Manager
Allergan (Now AbbVie)
05.2020 - 01.2022
- Realized monthly, quarterly and annual sales plan determined in line with the company strategy and implemented the strategic projection in the field
- Managed stocks and sales of national pharmaceutical warehouses and ensured their optimal stock level
- Followed the commercial market competition, shared it with the sales and marketing team and developed product-based tactics when necessary
- Determined of monthly commercial campaign strategies and targets, implementation in the field
- Prepared and implemented necessary commercial actions for sales and campaign analysis, determination of development areas and market shared development
- Provided key customer management by making site visits in order to determine development points and took appropriate actions in line with customer and company needs
- Collaborated with supply management, finance and sales and marketing teams
Stretch Assignment: Salesforce Capability Devel.
Allergan (Now AbbVie)
01.2020 - 05.2020
- Determined the needs of the sales team by creating focus groups with the business unit director, regional managers and training manager.
- Prepared and delivered the content of the sales skills training of the medical aesthetic team.
Commercial Assessment Specialist
Allergan (Now AbbVie)
10.2018 - 05.2020
- Prepared a yearly plan for the whole area of responsibility, comprising all the resources needed for developing an effective trade channel strategy ensure the management of achieving sales targets. Revised this plan quarterly in line with Company’s needs and planned sales
- Conducted market research through identifying competitive opportunities and sharing them with sales and marketing in order to reflect them on commercial activities
- Supported the preparation of pricing strategy and annual price lists for those products that are not reimbursed
- Ensured that wholesaler stock levels remain within the safely levels defined by company
- Led weekly sales forecast process to ensured risks and flagged the opportunities to be reported in a timely manner with commercial assessment manager. Accordingly, worked with BU and FP&A to ensure necessary actions are taken
- Acted as single point of contact for wholesalers/distributors, conducted analysis on the data collected from wholesalers and distributors at the required intervals to enable sound business decisions on the channel strategy
Retail and Business Development Specialist
L'Oréal
01.2017 - 10.2018
- Managed growth maximization of 3 brands sales especially in strategic customer
- Analyzed market dynamics and customer behavior
- Planned and followed annual Trade Marketing budget
- Managed new projects with Sales and Marketing department
- Planned and executed annual trade marketing strategies of 3 brands
- Identified of points that need to show growth and created specific action plan
- Follow up and support coaching and performance development projects to field teams
- Provided programming of training and development process for the entire team based on team needs
Training and Sales Development Specialist
L'Oréal
01.2016 - 01.2017
- Planned and applied promotional activities for all sales points in order to increase selling and profitability
- Led to Regional Beauty Advisors and planned and conducted project work for the entire team of experts twice a year
- Managed new projects with Sales and Marketing department for each customer
- Ensured that the field team best practices the sales techniques and service rituals specified and standardized by the team
- Followed the development needs of the field team and ensured that the necessary coaching is given
- Planned and followed annual training and sales development budget
- Developed new training modules on the subjects and to gave these trainings to the field team one to one and coaching
Training and Sales Development Intern
L'Oréal
11.2015 - 06.2016
Marketing Category Merchandising Intern
Adidas Group
10.2015 - 11.2015
Education
Yildiz Technical University Master's Degree
09.2014 - 05.2016
Galatasaray University
09.2014 - 05.2015
Mimar Sinan Fine Arts University
09.2009 - 05.2013
Skills
Trade Marketing Strategies
Sales
Negotiation
Project Management
Stakeholder Management
Key Account Management
Strategic Planning
Collaboration
Software
Languages
Very Good
Certification
Awards for Excellence (Business Management System)
References
Available upon request
Timeline
Awards for Excellence (Business Management System)
12-2020
Area Commercial Manager
Allergan (Now AbbVie)
05.2020 - 01.2022
Stretch Assignment: Salesforce Capability Devel.
Allergan (Now AbbVie)
01.2020 - 05.2020
Awards for Excellence (Desk Register System)
12-2019
Europe Awards 2019 to the Cross Functional Team
12-2019
Commercial Assessment Specialist
Allergan (Now AbbVie)
10.2018 - 05.2020
Retail and Business Development Specialist
L'Oréal
01.2017 - 10.2018
Training and Sales Development Specialist
L'Oréal
01.2016 - 01.2017
Training and Sales Development Intern
L'Oréal
11.2015 - 06.2016
Marketing Category Merchandising Intern
Adidas Group
10.2015 - 11.2015
Yildiz Technical University Master's Degree
09.2014 - 05.2016
Galatasaray University
09.2014 - 05.2015
Mimar Sinan Fine Arts University
09.2009 - 05.2013
Category Development Manager
Abdi Ibrahim (Consumer Health Care)
1 2022 - Current