Berfu Yontucu

Experience

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  McCann Erickson

  May 1999 - Oct 2000

  Account Executive

  Brand portfolio I was responsible for: Algida, Vaseline Intensive Care, Benetton, Sisley, Divarese, Gillette, Oral B, Parker

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  UltraRPM

  Oct 2000 - Nov 2001

  Account Executive

  Brand portfolio I was responsible for: Pamukbank, Eczacıbaşı Girişim Pazarlama

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  Lowe and Partners Worldwide

  Dec 2001 - Jul 2003

  Account Supervisor

  Brand Portfolio I was responsible for: Efes Pilsen, Adel Stationary, Anadolu Medical Center, Barsan Global Logistics

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  Garanti BBVA

  Jul 2003 - Dec 2004

  Advertising and Public Relations Specialist

  Responsible for management and coordination of advertising, PR activities, sponsorships, launches, promotions, campaigns of credit cards and Delivery Channels products and services. Successfully managed communication campaigns for launch of Bonus Plus & Premium Credit Cards, launch of Shop&Miles nclub (concierge services). Managed and coordinated advertisements in foreign publications in line with the annual media strategy of the Bank.

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  Manajans / JWT

  Dec 2004 - May 2011

  Group Account Director

  Reporting to Vice President, responsible for a brand portfolio of diverse categories, successfully developed and led marketing strategies, product launches, 360° communication campaigns while leading strategy, creative, account and production teams in a multinational environment.• Effectively managed Elidor / Sunsilk brand in 12 countries in AMET region (Sunsilk is Unilever’s leading hair care brand). Played a key role in conducting and analysing consumer and market researches in the region to track consumer and market dynamics, developed and executed common communication strategies & campaigns for the AMET region. As a part of integrated brand communication, worked with Unilever regional and local marketing teams very closely in all phases of the projects and led PR, digital, event, activation and media agencies. Managed 3 outstanding relaunch campaigns in 2008, 2010 and 2011 and numerous product launches with high scores in market share and brand value.• Successfully developed and implemented Seramiksan launch campaign in 2011 (Seramiksan is one of the leading tile manufacturers in Turkey). Managed brand positioning and architecture, developed long term and annual marketing plans and strategies, created corporate brand identity, sales collateral, POS materials, multi-channel advertising campaign.• Led the re-positioning process of Ülker – Doğa brand (Natural & Functional Foods and Tea) through a multi-faceted plan including brand strategy development, brand key, packaging re-design and a full-scale integrated relaunch campaign which resulted with the achievement of a record-market share increase of 6% in the first half of 2009 which translated into a 62% sales value increase in muesli category. • Coordinated and managed other JWT offices within agency network for relevant brands and projects.Brand portfolio I was responsible for: Sunsilk, Lipton, Lipton Ice Tea, Seramiksan, Kraft, HSBC, Bayer, Mitsubishi Electric, Ülker, Efes Beverage Group, UNICEF Show less

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  Dajans Communications

  Jun 2011 - Aug 2012

  Group Account Director

  Reporting to the CEO, responsible for the establishment of Istanbul Office, successfully managed Torunlar REIC - Mall of Istanbul launch campaign, developed and led new business projects.• Developed and led Torunlar REIC – Mall of Istanbul marketing strategies and launch campaign through TV, radio, outdoor, print and online media, PR, sales office events, direct marketing, sales collateral which increased sales office entries by 85% and sales 40% in 3 months. • Key member of management team developing and implementing growth strategies, new business projects, proactive projects for current customers which resulted in revenue increases of more than 85%.• Built and trained a new team of 8 for creative, customer services, PR and digital media departments.Brand portfolio I was responsible for: Torunlar REIC (Mall of İstanbul, Nishistanbul, Torium Residences & Shopping Mall, Korupark Residences & Shopping Mall, Bulvar Samsun Shopping Mall), Hilton Bursa & Hampton by Hilton Bursa Show less

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  Dogus Holding, D-Marin Group

  Nov 2012 - Apr 2014

  Marketing and Communications Manager

  Reporting to the CEO, responsible for the global D-Marin brand building and business growth, played a key role during the establishment of a network of 10 luxury waterfront tourism/lifestyle marina and resort destinations located in the Eastern Mediterranean.• Led the contemplation of D-Marin’s repositioning, brand architecture and new Corporate Brand Guidelines, introduced consistent visual imagery and brand language.• Centralized all domestic and international marketing functions, communications and activities.• Leadership to a team of 8 in central team and destinations, created the corporate marketing framework and centralized marketing operations with €1.5 million budget per annum.• Developed and directed D-Marin’s global relaunch campaign in 2013 and 2014 successfully evolving the brand, creating significant international awareness and increased value.• Had a crucial role in development and launch process of the D-Marin customer loyalty program that generated a unique selling point for the Group providing both real and perceived value. Within 6 months from launch, customer retention increased by 8%. Show less

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  Ogilvy & Mather

  Jun 2014 - Jan 2015

  Client Services Director

  Responsible for a brand portfolio of international brands, successfully led client services team, developed marketing strategies, communication campaigns and new business projects. Participated in agency top management.Brand portfolio I was responsible for: Ford, Coca Cola (Coca Cola Zero, Fanta, Sprite, Fuse Tea, Cappy), Unilever (Dove, Yumos, Becel), BP, Castrol, Philips

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  YARGICI

  Jan 2015 - Oct 2015

  Marketing Manager

  Reporting to the General Manager with full responsibility for all marketing and communication functions of the Yargıcı women’s wear, accessories, cosmetics, stationary and Yargıcı Homeworks collections to ensure the achievement of Yargıcı’s short and long term business objectives.• Successfully planned and led ethno-shopper, quantitative and in-depth research process in 10 cities in order to define customer segments and market projections upon which pivotal business decisions were made.• Formulated Yargıcı’s short and long term marketing strategies for Turkey and entry strategy for foreign markets.• Delivered marketing and communication plans and budget for Autumn&Winter 15-16 season.• Planned and delivered Yargıcı’s marketing team and supplier scheme for content creation, social media management, PR, media, production and other functions.• Effectively developed and directed the launch campaign and store opening event for Yargıcı Homeworks brand resulting in the highest media coverage levels in Yargıcı history and created an immediate impact on Homeworks brand awareness and sales.• Personally managed all PR and social media strategies and functions; building consistent relationship with press, bloggers and influencers, creating content for social media posts and mailings, developing campaigns, crafting PR bulletins and special contents.• Orchestrated photo and video shootings for Autumn&Winter 15-16 season’s catalogue, lookbook, store design and communication campaign.• Developed and implemented media strategies, planning and buying process for fashion and decoration magazines, online - outdoor - mobile media, costume and decoration sponsorships in targeted movies and TV series.• Planned and directed incentive / sales / social responsibility campaigns, store and region specific sales actions, B-to-B collaborations. Show less

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  Virtua Research and Consultancy

  Feb 2016 - Jul 2016

  Board Member

  Structuring and leading brand consultancy projects with a team of insight, marketing and communication experts in order to build brands achieving continuous, high business results.Our service crosses the full spectrum of brand assessment, innovative insight methodologies, business strategy, communication and management.

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  Alametifarika

  Jul 2016 - Nov 2018

  Account Director

  Reporting to the CEO, responsible for a a brand portfolio of reputable Turkish brands in various categories, ensuring both client needs and agency standards are achieved on time and budget. Leading successfully creative, strategy, production teams and 3rd parties, playing a key role in developing marketing strategies, holistic communication campaigns that build the biggest mind and heartshare at consumers to deliver best brand-talk and ROI (dual screen: TV & mobile, digital, social media, OOH, shopper, print, radio) and new business projects. Brand portfolio I was responsible for: Garanti BBVA, Sütaş (The leading brand of the Turkish dairy sector), Ülker (One of the best loved brand names in Turkey, manufacturing a wide span of products such as biscuits, chocolate, candy, chewing gum, liquid oil, dairy products, carbonated beverages, ice cream, coffee and baby food), Balparmak )Turkish honey sector’s leading corporation), Yudum (Turkey’s leading oil brand), Bilgili Holding (Real estate investment and management company), Kanyon Shopping Mall. Show less