SONAY HEKIMOGLU

• Responsible Turkey,Middle East and Central Asia regions
• Setting short, mid and long term strategies for the region
• Developing new product/brand expansions strategies right for each market
• Developing specific, measurable, actionable priorities, targets, and programs, tailoring global strategy and direction to the local realities, together with the local internal and distribution partner teams
• Defining the revenue management strategy
• Managing and tracking the profitability of the region
• Setting right and effective reporting for sales tracking, demand planning, financial tracking, new product / brand /promotion projects
• Managing Business Partners' relations with the bottler’s top management teams

Key Achievements:

• Increased the region profitability X2.5 in USD vs budget despite the hyper inflationist environment and high devaluation int he region
• Expanded the new affordable brand to 6 new countries
• Started a local production operation in Turkey for the imported products

• Overall commercial leadership; achieve volume, profit and market share targets of Monster, Burn, Predator Brands for Turkey & Central Asia region
• Managing the Business Country Managers
• Full P&L responsibility and accountability
• Lead annual business plan development for each individual market together with the team
• Recruit, manage and develop local teams
• Successfully interact and communicate cross-functionally internally and externally with the business partners
• Develop the optimal trade commercial calendar and consumer promotion calendar for each market
• Sell to the business partners Monster’s new products, brands, initiatives, strategic programs
• Track, analyze internal and external (Nielsen) KPIs and assure to deliver targeted results
• Inspiring people to perform at a higher level, making complex decisions, managing diverse relationships
• Key Achievements:
• With successful P&L management increased profitability by X4 in the region
• Expanding Monster brand in 4 active markets with 65% overall compound annual growth rate in 4 years.

• Developing company’s marketing strategies for both food and beverages brands and products in line with company objectives
• Building and leading brand communication strategies with effective budget management
• Leading innovations and enriching the portfolio through developing new products, new packages, new brands
• Externally, managing the relationships with atl, btl, digital, event agencies
• Managing annual marketing plans and agency operations
• Business monitoring and planning by seizing the market opportunities through analyzing consumer & shopper behaviors, competitor actions, changing market dynamics via using several researches,
• Driving consumer & shopper behavior at the retail level by developing targeted marketing strategies
• Developing direct reports
• Key Achievements:
• Established an agency working system comprising atl, digital, media buying agencies
• Developed and launched new lemonade line, doubled the last year sales volume. Launch Pear drink, brought +3% ms.
• Relaunched Kahvaltım. Kahvaltım household penetration increased by +32%, household volume increased 56%, gained +4% ms within a very competitive environment
• Reached a driver volume in the first month
• Through digital campaign during launch, increased social media engagement by 20%.

• Responsible for Coca-Cola Carbonated Soft Drinks (Coca-Cola, Coke Zero, Light, Schweppes, Sprite, Fanta) 2.5 years, Still Drinks Cappy & FuseTea for 1 year
• Business Monitoring & Planning
• Accountable for managing marketing programs development & coordination
• Leading product marketing team accordingly to have efficient execution of the plans
• Driving consumer/shopper behavior at the retail level by developing targeted in store strategies
• Acting as a key role player at integrating new product development and innovation projects into commercial plans
• Developing direct reports and others who are working closely together with this role
• Building a communication bridge between cross functional teams in terms of generating flawless executions of the winning strategies for benefit of the company
• Externally, managing the relationships with agencies
• Managing the marketing budget
• Drive profitability growth through managing the category mix using detailed analysis of business elements such as pricing, customer base, competition and research
• Key Achievements:
• Launched new product line w/ 6 new sub-brands successfully with Cappy
• With new launches and correct mix management achieved an increase of 490% in profitability, achieved +8p in NKA, +4p in LKA markets share highest ever increase in a very competitive juice market
• Managed a difficult brand transition launch of FuseTea brand from NESTEA brand in a very short time
• Achieved 25% Market Share from zero market share
• Doubled the forecasts in 4 months
• Successful new pack launch of Coca-Cola Zero 2,5 Liter launch, achieved 44% sales increase in zero category sales

• Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
• Created and managed budgets to maximize brand reach and engagement.
• Conducted research and analysis to determine brand positioning and messaging.
• Analyzed customer feedback and market trends to make informed decisions about product and brand messaging.
• Incorporated acquired companies portfolio to existing product umbrella

Key Achievements:

• Successful transition management to local of 3 major acquired companies
• Commercialization of 256 new products
• Increase profitability +24% by redefining route to market and pricing segmentation and successful product mix management
• Developed a digital training program to educate the customers about the sector and our product and was able to reach 90% of our customers at the same time vs reaching only 5% with direct face to face training.
• Created a new business model “Shop in Shop” for hardware store channel for the affordable brands and achieved an increase of 20% in business turnover vs py.
• Promoted 3 times, started as Brand Manager in Nov 2008, promoted to Sr. Brand Manager role in April 2009 and promoted as Group Brand Manager in April 2010.

• Develop strategic business plans to accelerate long-term sustainable growth for NESCAFÉ and MAGGI brands
• Market research analysis (insights, trends, competitors)
• Product and sales channel segmentation
• Organize and coordinate new product launches, communication plans and product trainings
• Prepare, coordinate and follow up execution of trade and marketing plans, track promotion efficiency
• Budget and P&L responsibility

Key Achievements:

• Promoted to this role after field sales experience
• Identified opportunities throughout various channels and Increased turnover by 25%
• Maximized category turnover through proactive management strategies, especially minimizing the seasonality effect with efficient trade scheme creation.
• Researched and managed supplier negotiation processes for the managed category.
• Reduced business risk by improving contract coverage for suppliers.
• Managed sales teams’ performance through attractive incentive programs, track and analyze company’s objectives and assure the team in on track with the KPIs

• Managed three domestic distributors of Nestlé, directly responsible for 12 sales representatives.
• Developed sales strategies to reach monthly/quarterly and annual targets.
• Responsible for achieving sales targets of distributors.
• Ensure the strength of distributors’ financial positions.
• Evaluate efficiency of the operation.

Key Achievements:

• Achieved sales targets during the assignment period
• Skilled at working independently and collaboratively in a team environment.

• Responsible from Sales and budget analysis and feeding back the Sales Manager for a better sales management
• Analyzed distributors’ vending machine needs for the Horeca coffee business and make investment proposals to achieve long term sales growth plans.
• Coordinated and proceeded the supply operations between supplier and the distributor.
• Ensured that marketing activities and promotions were executed well in the field by the sales team.

• Stock management for 250 DIASA shops.
• Supply and order management of 60 producers of goods such as CocaCola, Gillete, Colgate..etc
• Manage logistics and stock operations of the warehouse.
• Coordinate deliveries of goods.

Key Achievements:

• Improved service level of the Coca-Cola Company from 53% to 98% by efficient, close tracking of the deliveries and having close business relationships with the customer.
• Developed systems for organizing reports and records to drive integrity.
• Streamlined operations using automation to improve forecasting processes.