Olcay Selen Bas

Experience

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  Eczacıbaşı Topluluğu

  Jun 2012 - Aug 2012

  R&D Intern
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  Reckitt

  Jun 2014 - Aug 2014

  R&D and Production Intern
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  Organik Kimya

  May 2015 - Jun 2015

  R&D Intern
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  EY

  Jul 2016 - Aug 2016

  Management Consulting Intern

  Built models to develop market entry and growth strategies for a multinational CPG company, generated comprehensive reports and client presentations, conducted industry and competitive analyses

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  Bas Cherry Farms

  May 2017 - Apr 2018

  Marketing & Sales Manager

  - Developed and executed on business growth initiatives for the family fruit production business- Designed the company website, worked with creative agencies to improve packaging design and communication- Attended international food industry events and trade fairs to increase promotion and customer network

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  PwC

  Apr 2018 - Jun 2018

  Internal Strategy & Business Development Intern

  Analyzed and forecasted market & competition trends, developed strategic action plans to expand PwC’s business opportunities in diverse industries, determined key account opportunities through client feedback analyses

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  Procter & Gamble

  Jul 2018 - Aug 2019

  Brand Manager - Tide

  - Led multi-functional team to develop business strategy and growth initiatives for Tide brand, planned commercial levers around pricing, promo and product mix, designed marketing campaigns to foster equity and share growth- Launched Tide’s key premium product line extension; received Golden Touch Award from P&G’s regional brand director for best-in-class product launch campaign design and execution

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  Reckitt

  Oct 2019 - Dec 2020

  Brand Manager - Air Wick

  - Business responsibility of North America Air Wick’s Essential Mist product; elected as the gross margin improvement champion, identified key cost savings opportunities with global multi-functional team, led weekly alignment meetings with senior stakeholders- Managed end-to-end innovation and renovation projects, designed and qualified concepts for major product line extensions, determined go-to-market strategies, designed packaging, communication, TV copies, prepared trade sell-in stories and marketing presentations for key retailer sales meetings- Full ownership of brand financials (P&L management and forecasting), led ongoing and annual budget; conducted monthly business performance reviews and provided recommendations leveraging analytics (eg sell-in, sell-out, sell-through, sku productivity); provided portfolio optimization recommendations- Collaborated with regional and global digital and ecommerce teams to ideate, design and execute initiatives to enhance the digital consumer journey across the awareness, engagement and conversion touchpoints; determined key KPIs and success metrics, analyzed performance and provided recommendations for future campaigns Show less

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  Procter & Gamble

  Dec 2020 - Jul 2022

  Senior Brand Manager - Gillette Global Strategy & Innovation

  - Led Gillette’s largest and most profitable business segment globally (premium segment razors ProGlide, ProShield, Fusion, Mach and SkinGuard), developed the global short- and long-term strategies, designed and managed product innovation projects, developed global toolkits and brand communication plans across markets- Led the global brand and portfolio architecture transformation of Gillette’s premium segment razors; ran large-scale global consumer research; designed and qualified new sub-brand concepts & stories, communications and visual designs across touchpoints- Led global project to drive Gillette’s shaving skincare business; created buy-in from key senior stakeholders; collaborated with creative agency to create a strong campaign toolkit including selling story, assets and claims- Owned the newly launched GilletteLabs Heated Razor product, led a cross-functional team to determine go-to-market strategies (led market and consumer research, determined value proposition, product positioning, sizing, pricing, promotions, advertising and channel strategy), designed and executed campaigns to drive awareness and brand equity in key global design markets Show less

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  Bas Cherry Farms

  Jul 2022 - Jan 2024

  Marketing & Strategy Lead

  - Led marketing and sales strategy and execution for the family fruit production business - Developed strategic marketing plan and 3-year brand strategy based on market, customer and competitive analyses; full ownership of annual budget plan and P&L, led global pricing strategy and COGS management- Built a 3-person sales team to generate leads with key international large retailers, created market and retailer-specific action plans to address challenges and opportunities, achieved direct-to-retail channel - Designed and executed strategic activation programs, worked closely with design agencies to create a strong brand story and effective communication across touchpoints, designed trial and penetration growth initiatives Show less

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  Coty

  Jan 2024 - now

  Global Marketing Manager - Philosophy

  - Leading global end-to-end product development (from ideation to execution) and 360 marketing activations for philosophy’s luxury antiaging skincare franchise- Led the global launch toolkit development and 360 activations of philosophy’s hero launch, owned pre-launch planning, developed campaign videos, DTC, ecomm & social media strategic activations- Developed market and consumer deep dives, pitched new innovation concepts, led cross-functional team project briefing & creative briefing and determined 360 go-to-market strategies for new skincare product launches partnering with R&D product development, packaging, finance, trade, consumer insights, PR, media and claims teams Show less