Ayşenur Yanık

• Leading regional brand management and innovation projects for Papia across multiple international markets within the FMCG sector. • Developing brand positioning, communication strategies, and integrated marketing campaigns for Papia across key international markets, including Russia and Egypt. • Managing product development and relaunch projects from consumer insight generation to packaging, pricing, innovation, and go-to-market execution. • Collaborating with cross-functional teams, research agencies, media partners, and production houses to execute high-impact campaigns and strengthen brand equity. • Driving consumer-centric innovation and strategic decision making through market research, Nielsen analytics, Brand Health Tracking (BHT), and consumer behavior insights.

Managed three diverse brands across Professional Haircare, Luxury Korean Spa, and Color Cosmetics segments, driving brand growth through customized strategies. Established the brand’s presence in retail from the ground up, managing marketing and campaign processes with one of the largest retail chains. Created the brand identity from scratch, establishing a strong foundation for its market presence. Managed P&L for multiple brands, ensuring financial targets were met through efficient cost management and strategic investments. Strengthened relationships with key stakeholders, including distributors and influencers, to amplify brand reach and drive consumer loyalty. Implemented data-driven strategies to optimize product positioning, leading to a measurable increase in consumer engagement and market penetration. Collaborated with creative teams to design compelling brand visuals and messaging, aligning with target audience preferences and market trends. Managed relationships and project workflows with creative, PR, influencer, and social media agencies to ensure cohesive brand communication across all channels.

Managing all sub-brands of the Farmasi umbrella brand consisting of 6 different categories such as Makeup, Perfume, Personal Care, Skin Care, Nutrition and Household; being responsible for 360° marketing of these brands. Managing marketing budget, keeping track of the actualized budget periodically and reporting to upper management. Being responsible for updating the e-commerce website ranked 8th in Beauty and Cosmetics, ensuring campaign integrations and increasing new visitor traffic. Coordinates all the 3rd party relations (ATL, BTL, OTL, Packaging Companies). Pricing monthly Turkey catalogs, managing campaigns and calculating P&L. Monitors and analyzes market data and all available sales figures and takes required actions accordingly. Providing marketing content and POP materials to more than 30 different countries. Leading photo and video shoots. In charge of the marketing part of developing new products nearly 100 SKUs per year and managing the process in coordination with NPD, procurement, and sales teams. Working with MarCom team, determining the digital marketing strategies and following up on social media. Regularly attending fairs, providing to company of information regarding new products and future trends. Leading a team of 5 people. Creating projects for millennials and younger generations.

- Managing 360°marketing and product development processes of own brands with 78% sales percentage. - Lead the skincare, color cosmetics, personal care and fragrance categories for a brand ranked 28th among Global Direct Selling Companies. - Developing products in nearly 100 SKUs per year and managing the process in coordination with all departments such as R&D, procurement, and sales teams. - Managing own brand's marketing budget, keeping track of the actualized budget periodically. - Pricing monthly Turkey catalogs, managing campaigns and directing design teams for a brand that has been 1st in the Direct Sales sector in Turkey since 2018. - Monitors and analyzes market data and all available sales figures and takes required actions accordingly. - Coordinates all the 3rd party relations (ATL, BTL, OTL, Packaging Companies). - Working with MarCom team, determining the digital marketing strategies of own brands and following up on social media. - Participating in international fairs representing the brand. - Managing the Brand Management part of the company during the Turquality branding program. - Communicate with the marketing teams of all countries.

- Sales and marketing of raw materials used in Colour Cosmetic/Personal Care products to domestic producers in Turkey market. - Purchasing of the product from the suppliers abroad, managing import process, operational follow-up, customs process follow-up and termination. - Presenting a sales report at the end of the month. - Preparations of turn-key offers to customers. Implementing customer visit organisations, maintaining and management the customer relations. - Participating in important fairs organized within the year, preparing a general report at the end of the fair and developing new relationships with suppliers.

Intern in Business and Management Department Main activities and responsibilities Being a part of the production and operation departments such as supply chain, production planning, formulation, quality control, purchasing and sales of a plant that produces pesticides in powder and liquid forms.

Intern in Quality Control Department Main activities and responsibilities Doing and reporting of quality control tests of samples of pre-production construction chemicals.