Zeynep Furtun Haddeler
Chief Growth & Analytics Officer
Istanbul,34
Summary
Pragmatic professional with solid experience in leadership roles. Adept at implementing strategic business plans, driving AI growth and improving operations. Collaborative and dedicated to building and leading talented and motivated individuals.
Chief Growth & Analytics Officer with proven track record of success leading and growing organizations. Strong background in strategic planning, financial management and team development. Skilled in identifying opportunities and implementing practical business strategies with commitment to staying informed about latest trends, technologies and best practices.
Overview
15
15
years of professional experience
1
1
Language
Work History
Chief Growth Officer
SabancıDx - Opportune Global
01.2022 - 01.2024
- As Chief Growth & Analytics Officer ,15+ years of experience in advanced analytics, machine learning, and data-driven marketing to develop and execute effective growth strategies for clients
- Proven track record of delivering high-impact marketing solutions that drive growth, increase ROI, and optimize customer experiences across various digital channels and industries
- Analyzing large datasets, deriving actionable insights, and implementing AI technologies to automate processes, personalize interactions, and enhance performance
- Designed and developed tailored predictive and prescriptive models for diverse business problems, such as customer segmentation, ad targeting, product development, and operations optimization
- Passionate about using data and AI to create value for businesses and customers, and always eager to learn new skills and explore new challenges in dynamic and evolving field of growth marketing.
- Directed technological improvements, reducing business bottlenecks.
- Managed financial, operational and human resources to optimize business performance.
- Developed innovative sales and marketing strategies to facilitate business expansion.
Advanced Analytics and Marketing Group Manager
SabancıDx
01.2021 - 01.2022
- Consultancy of growth, analytics and digital marketing management of SAHOL and non-SAHOL companies
- Management of three functions; Marketing Growth, Advanced Analytics, Digital Marketing
- Growth management requires to acquire market reports, read and assess growth improvement and expectations of growth at different markets
- Work with different firms’ sales and marketing teams to identify growth opportunities throughout entire company
- Use analytical analysis ways to seize growing opportunities
- Work with marketing, analytics and sales / category teams to implement tests quickly
- Use internal analytical and digital marketing teams to build these tests
- Evaluate results and make adjustments
- Analytics team use outputs that growth theme decides and create machine learning algorithms to assess firms’ needs with advanced analytics approach
- There is data architect and data engineer responsible for aggregating outsource data needed for growth themes and also design first party data of firms’ with structure for data scientists
- Create pipeline for first party data
- Preparation of data for model inputs
- Use machine learning algorithms to get best fit
- Publish results to maintain offline and digital marketing inputs
- Digital Marketing management team uses outputs of analytical results to take action in firms’ main digital accounts via Google ads, Google search, facebook etc
- Creates daily reposts to track best outcomes
- Make A/B test to reach maximum ROAS
- Digital marketing management team is also responsible of auditing current firms’ accounts and giving active consultancy to increase digital performance
- Identified areas of improvement through regular performance reviews, providing constructive feedback and coaching for team members.
Advanced Analytics Senior Manager
SabancıDx
08.2018 - 01.2021
- Work with stakeholders throughout the organization to identify opportunities for leveraging data to drive business solutions
- Model and analyze data from company databases to drive optimization and improvement of product development, marketing /industrial techniques and business strategies
- Designing and developing tailored predictive and prescriptive models for diverse business problems
- Use machine learning algorithms to increase and optimize customer experiences, revenue generation, ad targeting and other business outcomes
- Developing machine learning algorithms and AI solutions to increase efficiency for operations for factories and production plants to mimic operator behaviours
- Develop company A/B testing framework and test model quality
- Coordinate with different functional teams to implement models and monitor outcomes
- Develop processes and tools to monitor and analyze model performance and data accuracy
- Advising on technical aspects of business development practices (e.g
- Proposed solution, project approach) as well as preparing technical proposals for Dx products / solutions.
- Utilized data-driven insights to make informed decisions that resulted in higher returns on investments.
- Evaluated employee performance and conveyed constructive feedback to improve skills.
- Executed appropriate staffing and budgetary plans to align with business forecasts.
- Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
Analytics and Customer Experience Manager
d.ream
02.2018 - 09.2018
- Analytics Management of all restaurants
- Management of Zubizu integration
- Project management with Doğuş Teknoloji
- Management of customer experience
- Campaign management
- Customer life cycle management
- Restaurant reservation analysis (Management of Rezervin)
- Data analysis of Zubizu and operational data of all restaurants
- Customer order analysis.
Customer Program Management Analytics – Manager
Akbank
03.2014 - 04.2018
- Campaign Management
- Control and Schedule defined campaigns by assistant managers using Chordiant Marketing Director
- Customer program management implements strategic campaigns for all banking products
- Campaigns are designed to increase customer life-cycle, cross-sell and decrease retention and churn rates
- The programs are designed for mass, affluent, credit card, digital banking and SME banking customers
- The omni-channel management (ATM, branch, internet banking, sms, email, call-centre)
- Defining campaign strategies play critical role for the management team
- Analysis
- All campaigns are designed to interpret in-depth analysis
- The customer and campaign results are deeply analysed to create new strategies
- SAS Enterprise Guide is used to make analysis
- Sas Miner is used to create models to use in targeting
- Project Management
- Branch closure retention management
- Development and implementation of IT projects
- Datamart developments are tracked and developed with IT Department
- Campaign management tool implementation, development of projects effecting all the channel communications
- Permitted Communication of Customers Project Management (Turkish government has announced a law which bans communication with customers without their permission)
- The permission infrastructure was not prepared when government announced the law
- Planning all the infrastructure implementation
- Coordination of channel management for design, implement the branch screens, call centre screens, ATM offers, Internet Banking
- Coordination of IT, Digital Banking, Marketing departments.
Campaign Management - Assistant Manager
Akbank
05.2011 - 03.2014
- Campaign Management
- Define, test and sending Sms, E-mail, ATM, Internet Banking, Branch Screen, Call Centre Campaigns
- Customer and Segment Analysis
- Define Campaigns through Chordiant Marketing Director
- Customer analysis using SAS Enterprise Guide
- Management of Marketing Optimization Project
- Campaign Analysis
- Define Campaign Strategies
- Defining Target Groups
- Coordination with Corporate Communication Management Department and Marketing and Product Management Departments of the bank
- Test and implementation of IT Projects.
CRM Expert
Doğan Müzik Kitap Mağazacılık ve Pazarlama A.Ş (D&R)
07.2011 - 07.2011
- Customer, Sales and Campaign Analysis
- Maintain campaign strategies
- Management of Special Customer Orders
- CRM strategies to increase D&R shop sales
- D&R Shop Audits for openings and for shops that have sales below average
- D&R Card Management
- Paro Project Management and Paro D&R Card Launch
- Integration of D&R Card to Paro Network
- New analysis tool implementation to elicit loyalty
- Campaign management integrated to D&R Card
- Maintain Cross-Sale Campaigns among Paro Network
- CRM management under Paro system (web based CRM Module via Oracle).
CRM Specialist Mall Management
Redevco Real Estate Investment & Development
01.2010 - 03.2011
- CRM management
- CRM Project with Sisyön
- Maintain CRM needs of Erzurum and Gordion Shopping Centres
- Data analysis of two Shopping Centres
- Customization of front desk users’ interfaces for campaigns and data gathering
- Customization of main user interfaces for marketing and analysis
- Segmentation and analysis of customers
- Campaign management
- Customer data gathering, customer acquisition process
- Customer target models
- Campaign message deliveries (e-mail, direct mail, sms messagings)
- Marketing managerial support for Gordion and Erzurum Shopping Centers in line with Strategic approach to campaigns
- Management of loyalty card programmes (Gordion Ladies’ Club & Erzurum Avantaj Card)
- Survey management and analysis.
Retail Banking/ Affluent Banking Segment Associate
Yapı ve Kredi Bankası A.Ş
11.2008 - 01.2010
- Provide segment strategies; create efficient projects to improve segment service
- Take effective actions on campaigns & advertisements to achieve budget and actual targets
- Having cooperation with corporate communication department to ensure brand communication with customers
- Have qualified interaction with regional administrations and branches to ensure Affluent customer satisfaction
- Elicit customer analysis, customer contact management, product campaigns to achieve market share
- Achieve targets and goals of the segment with product cooperation such as helping to create product bundles for affluent customers
- Analysing customer retention, acquisition rates, product usage, campaign results and make action plans
- Create new marketing and finding new opportunities for customers
- Achieving leadership to Affluent Banking Relationship Managers
- (Advisory, Audit, Cooperation and Coordination with RMs.) Preparing monthly basis SBU reports which includes budget and customer analysis
- Searching and developing new tools and service models for customer satisfaction.
Education
Burak Bora Anatolian High School
Undergraduate - Business Administration
Sabanci University
Graduate - Marketing
Bahçeşehir University
No Degree - Digital Marketing Analytics
MIT Management Sloan School
Remote 06.2021 - 09.2021
Skills
Google Marketing, Search, Ads, Facebook
Additional Information
SUMMER 2007 PROJ 300 Internship in Sabanci Holding Risk Management Department supervised by Tamer Saka, Attended Lions Club Exchange Program (2 months in USA during summer of 2003)
Artistic Skills
- Interest in meditation
- Psychology
- History of art
- Tennis
Personal Information
- Date of Birth: 04/26/1986
- Gender: Female
- Nationality: Turkish
Timeline
Chief Growth Officer
SabancıDx - Opportune Global
01.2022 - 01.2024
No Degree - Digital Marketing Analytics
MIT Management Sloan School
06.2021 - 09.2021
Advanced Analytics and Marketing Group Manager
SabancıDx
01.2021 - 01.2022
Advanced Analytics Senior Manager
SabancıDx
08.2018 - 01.2021
Analytics and Customer Experience Manager
d.ream
02.2018 - 09.2018
Customer Program Management Analytics – Manager
Akbank
03.2014 - 04.2018
CRM Expert
Doğan Müzik Kitap Mağazacılık ve Pazarlama A.Ş (D&R)
07.2011 - 07.2011
Campaign Management - Assistant Manager
Akbank
05.2011 - 03.2014
CRM Specialist Mall Management
Redevco Real Estate Investment & Development
01.2010 - 03.2011
Retail Banking/ Affluent Banking Segment Associate
Yapı ve Kredi Bankası A.Ş
11.2008 - 01.2010
Burak Bora Anatolian High School
Undergraduate - Business Administration
Sabanci University
Graduate - Marketing
Bahçeşehir University