Bora Usal

-Amazon Turkey Executive Committee member -Managing Non-electronics Hardlines Business -Leading several corporate programs

-Amazon Turkey Executive Committee member

• Managed the strategy and execution for the one of the largest brands of UL in Turkey. • Executed offline and online marketing mix leading the digital transformation in the business. • Lead the homecare category on partnerships and new business model agenda.

• Responsible for brand development and strategy setting for the dressings category in the region • Developed campaign for Calve sauces in Turkey which resulted the best performance of the brand in it’s history 33% growth in 2015 • Developed a digital first agenda for the category • Planned and executed a new brand strategy and innovation roadmap to double the business in 3 years.

Unilever Gulf FZE, Dubai, UAE Skin Cleansing Category Marketing Manager GULF (Apr 2014- Present) •Responsible for brand building in Gulf for the largest personal care category of Unilever sizing larger than $100mllion. Handling Dove, Lux, Lifebuoy and Vaseline with full P&L responsibility. •Managed to turnaround the category in 2014 from a losing trend to a positive & competitive growth. •Increased all key brand attributes for Dove, Lux and Lifebuoy as a result of the strong marketing activities.

• Managed 2 out of 7 global priority markets for PLI joint venture globally. • Delivered a double digit volume growth as a region in all focus countries 3 years in a row. (KSA, UAE, Lebanon, South Africa) as well as doubled penetration in GCC and increased ALL 17 brand attributes which is a first in brand history. • Established brand launch in India, Mauritius and brand re-launch in KSA, Gulf and Lebanon • Facilitated the increase of OOH business from 100-1100 stores and volume by 260%, contribution to business from 8 to 17% in GCC. • Prepared a category launch strategy and marketing mix in Egypt, Mauritius. • Facilitated several new pack/product innovation launches in the region. • Developed full integrated brand communication strategy and ammunition including TV, Digital, Activation, Instore • Lead the digital / social marketing innovation and implementation and team knowledge increase with campaigns receiving over 2M views, 11x the average engagement rate of country benchmark in KSA as well as a fan base increase from 15K to 500K in the region responsible. • Implemented several successful digital/ social and on ground activities through which received several awards. • Worked closely with insights and took on an additional responsibility of the insight manager role for 7 months while the position was vacant in 2012 to set up and analyse researches for understanding the business and consumer needs and taken action accordingly. (Product and Packaging improvements, pricing changes, communication development, brand health check, triggers and barriers study etc.) • Developed the wider team skills by facilitating training sessions.

•Delivered a double digit volume growth in all 4 categories responsible for 2010 and a double digit overall value growth with a 522bps higher gross profit than the yearly target. •Developed multiple brand category support strategy. •Deployed new innovation and renovation in the market place. •Analysed the category problem areas and bring solutions for growth •Prepared a country support and launch plan for Gulf countries.

•Contributed developing the regional category strategy •Analyzed the whitespace markets and created plans across the full marketing mix to drive into reality •Developed brand communications •Developed brand innovation and renovation •Analyzed gaps and developed country specific propositions

•Created an e-commerce sturtup in Turkey •Worked with the event sponsors, companies and universities to enhance the product presence and brand image.

Graduated with Honors (Magna Cum Laude) in Industrial engineering. Minored in Business Administration.