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THE PROCTER & GAMBLE COMPANY (1993-2009)

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  Global/North America (USA/Canada) Health & Beauty Care Category – Associate Director, Brand Building Integrated Communications, Atlanta, USA – Oct’08 – Jun’09
  
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  North America Training Director – Jan’08 – Jun’09
  

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  Global/NA Health & Beauty Care Category Associate Director:
  

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  Led equity and integrated communications (TV, print, interactive, in-store, PR/ER) for a total of 3.0 billion dollar brands – global Iams Pet Care, global Gillette Venus and North America Tampax and Secret Deo.
  
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  Led the 2010 integrated ‘Goddess’ campaign development for Venus globally (USA, Western Europe, Japan, Australia) with TV ads scoring record high in testing.
  
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  Expanded the Tampax ‘Outsmart Mother Nature’ campaign into all mediums and across both initiative and commercial innovation advertising (holiday).
  
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  Led the integrated communication development for Iams Proactive Health ‘prebiotics’ initiative in the US, UK and Japan with strong test results.
  

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  Established strong partnership with Leo Burnett Chicago, BBDO New York, Saatchi & Saatchi New York.
  

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  NA Training Director:
  

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  Led interventions to improve the training content and process for the NA marketing organization through the Assistant Brand Manager (ABM) College, Brand Manager (BM) College, Marketing Communications Seminar (MCS) and Production Excellence Seminar (PES). Improved the ratings of the trainings out of a scale of 5.0 – from 4.1 to 4.5 for ABM College, 4.2 to 4.9 for BM College, 4.2 to 4.6 for PES and 5.0 out of 5.0 for the MCS.
  
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  Issued 20 ‘Serfi’s Ad Picks’ newsletters that brought external best in class communication examples to more than 400 P&G marketeers and agency partners around the world monthy.
  
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  Led and trained ‘Value Reframing and In Store Value Claims’, ‘P&G-Agency Collaboration’ and ‘Holistic Communication’ , ‘Concept’, ‘Digital’, ‘Campaign’ Workshops for the Household Care Marketeers and Agency partners with > 4 rating out of 5.
  
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  Represented P&G at the Clio Advertising Festival in 2008 and trained the marketing organization.
  

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  North America (USA/Canada) Household Care Category – Associate Director, Brand Building Integrated Communications, Atlanta, USA – Dec’05-Sep’08
  

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  Led equity and integrated communications (TV, print, interactive, in-store, PR) for a total of 4.8 billion dollar brands in household care – global Duracell Batteries, North America - Downy Fabric Softener, Cascade Automatic Dish Detergent, Dawn Hand Dish Detergent and Mr. Clean Surface Cleaner.
  
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  Grew net sales revenue on all the brands in FY 07/08 vs. ya. due to strong communication fundamentals and programs – Downy (104 index), Cascade (106 index), Dawn (105 index), Duracell (105 index).
  
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  Led the new holistic campaign for Downy ‘Feel - More’ with TV, print, interactive and PR legs that exceeded all success criteria and was adapted globally.
  
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  Led the new holistic campaign for Dawn ‘Skeptical Sponge’ with highest ever TV, Print and Interactive testing scores.
  
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  Created the ‘global equity pyramid’ for Downy, which inspired the new Downy campaign. Created the ‘global brand character’ for Duracell. Both recognized as ‘best in class’.
  
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  Established strong partnership and led the evaluations for Grey New York, Grey Toronto, Saatchi & Saatchi New York and Kaplan Thaler Group New York.
  

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  Central and Eastern Europe, Middle East & Africa (CEEMEA) Fabric Care Category - Associate Director, Brand Building Integrated Communications, Istanbul/Turkey – Nov’00 – Nov’05.
  
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  CEEMEA Training Captain - Istanbul/Turkey – Nov‘00 – Nov’05.
  

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  CEEMEA Fabric Care Category Associate Director:
  

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  Grew CEEMEA region Fabric Care net sales revenue by 117 index vs. ya. in FY 05/06 and 122 index in FY 04/05 due to strong and distictive communication fundamentals and programs on Ariel, Tide, Bonux and Ace. Improved the ‘judged effective’ advertising assessment from 49% to 87% in fabric care in the region.
  
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  Led communication for CEEMEA Fabric Care managing 12 country cluster Marketing Directors (MD), Brand Managers (BM), Assistant Brand Managers (ABM), (more than 50 people) and the regional MD and BMs and local and regional agencies (Saatchi & Saatchi, Leo Burnett, Grey).
  
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  Ensured campaign consistency across CEEMEA for Ariel (Demanding Professional/Challange/Endorsement), Tide/Alo (Surprising Whites/Noticable Whites/Super Mom) and Bonux (Smart Shopper), ensuring synergies in production and test/use of ads across MDOs.
  
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  Created the new ‘Super Mom’ holistic campaign on Alo Turkey which scored Above Normal in testing and carried the brand to highest ever share in May 06 (+1.1 ppts vs. ya). The campaign was adapted to the rest of the region based on the Turkish market success.
  
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  Ensured significant turn around of Egypt Ariel which moved the brand from 41.9% in FY 03/04 to highest ever 45.3% share in MA05 behind the ‘challenge’ advertising campaign leveraging Turkish ‘challenge’ learnings.
  
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  Developed the first regional Ramadan White Musk commercial innovation with the Tide Middle East Africa team, which won the ‘Best Commercial Innovation’ Global Brand Building Awards and built the business at index 118 vs. ya. in ND 04.
  
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  Turned around the Turkish laundry business, carrying P&G to clear cut leadership vs. Lever, making it bigger than Lever and Henkel combined through i. On Ariel, developing the ‘low temperature’ holistic campaign with ‘Big ball’ advertising that got the best ever trial potential measure of 5 years (and was adapted in the region), ii. On Alo developing 2 Crystal Apple winner ads (which were also adapted in the region). The ‘Çok Çalışmam Lazım Çok’ ad became a part of the popular culture . Turkey laundry category won the ‘Best Turnaround’ Global Brand Building Award in 2003.
  
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  Consulted on the Israel Biomat cause marketing event which won Cannes Media Grand Prix in 2005 and the Lebanon Bonux holistic communication which won the Cannes Media Lion in 2004.
  

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  CEEMEA Training Captain:
  

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  Established a training system for 15 countries in CEEMEA by providing16 months of monthly training content and how to guidelines.
  
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  Led the Agency Evaluations process for CEEMEA preparing executive summaries on Saatchi & Saatchi, Leo Burnett, Grey, BBDO performance at an country/regional level which were shared with the agencies by CEEMEA Marketing GM.
  
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  As a ‘guest speaker’ lectured in ‘Advertising’ classes for BA and MBA students in the Bosphorus University (Istanbul), ODTU University (Ankara) and Bilkent University (Ankara).
  
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  Represented P&G at the Cannes Creativity Festival in 2005 and trained the CEEMEA organization on learnings.
  

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  Western Europe Fabric & Home Care Category, Advertising Development Manager, Brussels, Belgium–May‘00 - Nov‘00
  

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  Worked with Li Edelkoort trend agency in Paris, developing concepts, brand character, and packaging for an upstream fabric care projects, which were later launched under Downy in the US.
  
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  Developed the global equity pyramid and strategic matrix for Dawn hand dish detergent.
  

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  Turkey, Brand Manager Alo, Ace & New Brands – Mar’98 – May‘00.
  

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  Managed $66million net sales revenue for Alo, Ace and new brands in Turkey.
  
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  Grew Alo volume by 56% in FY 97/98 and 24% in FY 98/99 behind strong integrated communication and new pricing and media strategies.
  
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  Grew Ace volume by 11% in FY 98/99 behind relaunching it as Ace ‘Hand and Matic’ to increase automatic washing machine (WM) usage, supported by Arçelik WM endorsement advertising.
  
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  Coached and trained 4 Assistant Brand Managers as direct reports. Promoted 2 into successful Brand Manager roles in Turkey and one in Brussels at a regional assignment.
  

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  Turkey, Assistant Brand Manager Ipana, Blendax and Ariel – Aug‘94 – Mar‘98
  

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  Launched Ariel Mountain Breeze and led the Ariel ‘collar trace’ initiative, which corresponded to highest ever share.
  
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  Led the Blendax integrated re-invention, which composed of discontinuities in packaging, product, concept/copy (Meltem Cumbul spot) and led to market leadership share in month 2 with record shipments indexing 133 vs. previous record.
  
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  Initiated and led the Ipana Line up Design Upgrade improving brand image and better variant differentiation.
  
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  Initiated the Ipana School Program, which was run as a part of the elementary school curriculum.
  

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  Part Time Assistant Brand Manager Ipana – Sep‘93 – Aug’94
  

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  Summer Intern Ipana – Jun‘93 – Sep‘93
  

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  Horseback riding, Skiiing, Stage Musicals, Ballroom Dancing, Interior Design, Contemporary Art, Traveling