Baris Kayaaslan

Experience

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  Koç University

  Sept 2013 - Jul 2014

  Work&Study,Corporate Communications

  -Worked in service center to provide information about Koç University for prospective students and led campus tours.- Worked as a student representative during the introduction of and publicity for Koç Universityto high school students.

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  Koç University Industrial Engineering Society

  Sept 2013 - Jun 2016

  Head of Corporate Relations
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  Red Bull

  Jul 2014 - Aug 2014

  Marketing Intern

  -Worked closely with Brand Manager on a project about improving efficiency of Red Bull for white collared workers. - Made a comprehensive research about OOH opportunities and plazas in Maslak, Levent and Umraniye. Also made a field research and communicated directly with white collared workers.-Supported creative agency meetings about related events and assisted Brand team about upcoming events.

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  L'Oréal

  Sept 2014 - Jan 2016

  Marketing Intern, Yves Saint Laurent Beauté

  - Spearheaded the project "YSLBeautéXGoogleGlass". Responsible for all aspects (IT, PR, Education, Sales) of the project. The event took place more than 23 stores and supported more than %20 of total sales for the months it has been conducted.- Sole-manager of brand's digital and PR projects. Responsible for all PR coverage of the YSL brand including its press releases, supporting marketing campaigns and the preparation of booklets.- Led the renovation of the make-up category. Analyzed the stock status for every SKUs (finished goods/testers/sachets) within the make-up category and planned the forecast quantities, in close collaboration with supply-chain and finance teams.- Main responsible for the launch of the brand's new website.- Assisted the pre-launch and launch organization of the new products. - Analyzed the market data and making recommendations to the management. Show less

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  Google

  Jan 2016 - Apr 2016

  Consumer Marketing Intern

  - Project manager of Google My University Choice (the first fully local project executed by Google Turkey and global teams). Responsible of communication with all of the stakeholders and development of the strategy for the launch of the website.- Local Doodle Manager - execution of all Doodle activities in Turkey- Managing all B2C related marketing activities including Google Play, Android, Youtube etc.

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  L'Oréal

  Jun 2017 - Aug 2019

  MAKEUPHighlights► Launched +45 products (including LTEs and gift sets) and spearheaded the consistent growth of the make-up category by +22% YoY in 2018. For the first time ever, Lancôme exceeded market growth.► Led the love brand strategy for the category and gained +5 Ranks in E-PR and +44% lift in Share of Buzz (52 percentage points higher than category).Became #1 rank gainer among all selective makeup brands in 2018. ► Structured and led the 3-year go-to-market plan for the #1 foundation line. Recognized as "International Best Practice" and exceeded all KPIs (x2 growth in value, +65% increase in volume) due to strong 360° Planning (Digital, Media, Merchandising, E-PR, Sampling, Field Animations) in 2018 and 2019.Responsibilities• Led the end-the-end product lifecycle for the makeup category of Lancôme (#1 Selective Beauty Brand in Turkey), responsible over +400 SKUs.• Orchestrated the launches and pushed the growth of pillar products, to contribute to continued growth for the brand and the consumer relationship. • Proposed and monitored marketing mix strategies (IMC/360/Digital/Retail) to build integrated, engaging consumer brand experiences.• Full responsibility on the Lancôme's A&P and main responsible for make-up pricing strategy. • Collaborated with key cross-functional players including sales, finance, supply chain, market intelligence, and media/creative agencies to grow market share and resolve channel conflictsE-COMMERCEHighlights► Accelerated the performance of the e-commerce site, achieved record x3 YoY Growth in Revenue, +45% in CR, and +144% in Transactions.► #1 L’Oréal Luxe Growth Driver in overall E-BusinessResponsibilities•Sole responsibility on the always-on promotion plan, stock management, campaign execution, digital marketing, and paid media.•Main responsible for the media budget and working with media and creative agencies on the following mediums: PPC, YouTube OLVs, Social Media & PR.•Full ownership of the site's P&L. Show less Managed the Make-Up Category of Lancôme (#1 Selective Cosmetics Brand in Turkey.)- Orchestrated the launches and push the growth of pillar products, to contribute to continued growth for the brand and the consumer relationship. - Collected and analyzed consumer and market insights and competition strategies to make recommendations to management.- Propose and monitor marketing mix strategies (IMC/360/Digital/Retail) to build integrated, engaging consumer brand experiences.- Adapted the communication material (imagery, digital, point of sale).- Mobilized and collaborate with other departments (sales, logistic, education, etc. ) and partner agencies to build broader business strategy; meet the deadlines.- Made recommendations to management on the category based on one’s expertise of the consumer, market, and competitors (launch analysis, strategic memo, etc.).- Owned the brand patrimony, guarantee the brand identity: ensure that all actions are in line with the sense of purpose while nourishing the brand.- Implemented the retail strategy working hand-in-hand with the retail and education team and ensure the proper implementation of retail materials (services, advice, etc.). Show less

  • Brand Manager - Lancôme Makeup & Direct E-Commerce

    Jul 2018 - Aug 2019

  • Jr. Brand Manager - Lancôme Makeup

    Jun 2017 - Jun 2018
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  INGWE Canada

  Oct 2019 - Jul 2021

  E2E responsibility for the 360° marketing mix to uplift brand awareness and increase lead generation.Highlights►Achieved x9,5 lift in organic traffic and -45% on bounce rate vs. LY by leading the mobile-first relaunch & renovation of the website –– including:• Strategize and create landing pages on ingwe.ca and international newsletters to support different campaigns• Implementation of the first-ever "HP banner visibility" and utilized different tools to generate pre-buzz for events/landing pages• Creation, design, and execution of visual marketing elements, SEO-proof content, and educational tools►Revamped the advertising strategy and delivered the first-ever 360 ad campaign on the different mediums simultaneously while decreasing the CPC by -65% vs. industry benchmarks.►Strategized, managed, and executed the new lead management strategy, resulting in +120% lift in new leads vs. avg. –– including:• Strategized the internal workflows by collaborating and leading cross-functional players to track every stage of lead generation.• Integrated the entire lead management structure to company CRM software with $0 additional agency or IT cost.• Initiated the first-ever marketing automation systems and developed +40 e-mail templates to be used in from awareness to nurturing stages.►Re-structured the social media strategy and designed the new visual identity that resulted in +500% lift on user engagement.Management duties include (but not limited to):✓ Liaising with the sales team to drive and support social media strategy. Launched the first-ever IG and YT accounts.✓ Analyzing complex user-behavior data using excel and Google Analytics to identify consumer and business insights to set the direction for growth and writing monthly brand performance reports.✓ Facebook, Google Ads & Lead Generation (Re-targetting & Prospecting)✓ SEM, SEO strategy & Copywriting Show less

  • Global Marketing Manager

    Aug 2020 - Jul 2021

  • Marketing Manager

    Oct 2019 - Aug 2020
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  Procter & Gamble

  Jul 2021 - Jun 2022

  Brand Manager - eCommerce/DTC | Gillette, Venus, Braun, joy+glee

  Key Achievements:► Strategized and executed a 360 Black Friday plan (Homepage Takeover, PPC, Social, Emails) for Gillette.ca that resulted in 3.5x Revenue (YoY) with est. +2.3MM reach. Broke the record of highest single-day revenue in Gillette CA DTC history. ► Led the new agency onboarding for PPC and spearheaded the acct. restructure to optimize campaigns across branded & category KWs. The new structure reduced the CPAs by 50% (YoY) while improving the Quality Score of the ads by 32%. ► Recalibrated the e-mail marketing strategy for Gillette, spearheaded the creation of new transactional emails while increasing the frequency of the marketing email delivery by +300%. The new strategy lifted the overall website CVR by +32% while improving overall media acquisition ROAS by +62%.► Delivered a record-breaking 14pts $ shr growth in Dec’21 (vs July’21) for the total P&G business within Amazon B&R category by revamping the strategy on paid search (assortment, content, placement) and leading the execution with agency. Key Responsibilities:► Managing e-comm. media and marketing budget for the #1 Shave brand in Canada to generate mass digital demand while exploring new media acquisition channels to find cost efficiencies. ► Main lead on day-to-day DTC operations (analysis, content, media) to continue constant UX optimization and SEO visibility, balancing educational content and conversion optimization. Working towards $ shr growth via AOV increase, basket size, churn reduction, and MSA productivity. Full ownership on the website’s P&L.► E-comm. brand SPOC to step change digital fundamentals across main e-retailers (Amazon, Walmart, Costco, Loblaws). Leading optimization on Grooming Canada’s Content, Assortment, Ratings & Reviews, and Search Footprint in the e-commerce landscape, resulting in consistently green scorecards. Show less

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  Philip Morris International

  Jun 2022 - Apr 2024

  Senior Manager, eCommerce & Analytics

  Key Achievements:► Spearheaded the global-first e-com. launches of VEEBA and VEEV One brands for the vape portfolio, improving the new user acquisition to category by +35% within the first 3months.► Led the E2E development of first-ever monthly promo calendar for vape portfolio, designing e-com. exclusive bundles/offers resulting in x2 E-Com. Volume (YoY).Key Responsibilities:► Responsible for the e-com. strategy & execution with clear/and ambitious KPIs. Use relationship building to build partnerships and adapt to the new external and legal environment. Developing and managing three-year plans and targets.► Build e-com. services portfolio, discover and experiment with new permitted platforms, marketplaces and delivery services. Responsible for managing partnership relationships for e-com. volume.► Own overall digital analytics related to all channels and programs. Proactively build and share timely performance data & insightful actions to define and optimize business strategies and elevate the data analytical capabilities of the organization.► Coach and develop 4 direct reports (3 full time, 1 intern). Ensure team is motivated and empowered to propose solutions striking a fine balance between compliance, innovation & speed. Show less

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  The Estée Lauder Companies Inc.

  Apr 2024 - now

  Senior Brand Manager, eCommerce | MAC Cosmetics

  Key Achievements:► Led the Cyber Week 2024 strategy for MAC CA and developed the local 360 marketing plan (Site Content, Media, CRM, Promotion) that resulted in highest November revenue post-COVID. Became #1 brand in ELC CA affiliate (vs #4 rank LY).► Spearheaded the expansion on new media tactics (TikTok video, Pinterest Performance+) in conversion media as the pilot brand to drive incrementality. Boosted new buyer acquisition by +23% YoY while delivering >$10 ROAS across platforms.► Streamlined the process of omni promotional calendar and led the experiments on non-discount focused programs to drive efficiencies in P&L. Improved the e-com profitability by +5ppt while delivering +20% top-line growth.Key Responsibilities:► Member of MAC CA Leadership Team. Own e-commerce KPI planning, channels, strategy, and conversion funnel, ensuring the delivery of objectives. Full ownership of site’s P&L with a keen focus on profitability.► Serve as the key POC between multiple stakeholders, including global & NA Teams, CA cross-functional teams, and external partners, to strategize and execute a compelling and localized online/omni experience.► Responsible for budget planning to ensure efficiency for samples, GWPs, and discounts. Own the conversion funnel of media investments/planning/strategy/creatives, leading all communications with the media agency.► Coach and develop 2 full-time direct reports and mentor junior members of e-com division in CA as the sole senior manager of the team. Drive efficiencies by developing streamlined processes, reports, and procedures. Show less