Burcu Cacına

Responsible for leading the overall brand transformation and digital growth strategy of Beymen.com, positioning it as Turkey’s leading luxury e-commerce platform. • Led the rebranding and repositioning of Beymen.com and created a new brand identity designed for online. • Managed the transition to a marketplace business model with the Marketplace team, building the brand structure and partner onboarding strategy. • Planned and executed marketing campaigns to grow awareness and engagement across all categories — fashion, beauty, home, kids, and technology. • Built and managed the Ad Sales team, creating new revenue streams through premium on-site and off-site advertising opportunities for partner brands. • Established an internal content team to improve creative efficiency and deliver more effective campaigns across digital channels. • Launched Reborn, Beymen’s luxury pre-owned business, redefining how sustainability and circular fashion are experienced in the digital luxury space. • Improved the online customer experience (360°) through personalized communication and seamless user journeys. • Managed the marketing budget and optimized performance to ensure strong business results. • Led cross-functional collaboration between marketing, e-commerce, design, and data teams to align business strategy with brand growth. • Defined and executed the brand vision and innovation roadmap, driving continuous improvement in digital experience and brand equity.

Responsible for 360° marketing communication and e‑commerce strategy for Cosmetics & Beauty Care& Health products, •Builds the 360° marketing strategy for related categories and lead the development of marketing communications with category and marketing teams. •Analyse and specify key revenue metrics ‑ i.e. traffic, conversion, customer, basket size, unit price and give strategic direction to category. •Plan and lead daily / monthly / yearly campaign planning and production. Monitor and measure post analysis of campaign performance and take necessary actions •Work directly with partner brands for developing and executing marketing plans to increase volume and efficiency of referral traffic and marketing investment. •Prepare weeky reports about sector trends, buying habits, competitor and selection gap analysis by identifying possible opportunities •Leads Loyalty & CRM (Replenisment, Retention, Conversion) activitaions accordingly category and brand needs. •Delegate tasks to team and motivate them to meet key online KPIs

Responsible for all Consumer Electronics (Home Appliances, Television, Air Conditioning) related digital activities of Samsung Products • Manage social media communications according to digital marketing strategies • Maintain social media presence across all digital channels • Create and develop special digital projects on various social media platforms to end-to-end customer experience across multiple channels and customer touch points • Manage media agency, creative agencies, and strategic partners to execute digital marketing campaigns and achieve marketing target • Collaborate with marketing and online business teams to identify new optimization approaches, identify new digital channels and overall growth opportunities • Measure and report performance of all digital marketing campaigns • Identify trends and insights to optimize spend and performance of digital marketing campaigns • Organize digital projects to media, influencers and celebrities to generate talking points and speeches for social and media coverage

Responsible for all Mobile Business (Mobile, Monitors, Accessories, Wearables) related activities of Samsung Products • Execute cross-functional best in class 360° product launches, consumer activations for Initiatives together with sales and other marketing functions • Manage end-to-end event coordination with vendors, agencies and cross-functional team support including booth design, materials creation, event messaging/marketing, promotional items, vendor management, and post-event follow up • Create brand partnership to widen product customer base and increase brand reach • Explore sponsorship opportunities and experiment with creative solutions for showing product features • Enhance key account’s brand awareness and strategy through set of marketing tactics to help a business spread • Collaborate with product and sales teams to build sales promotions and sell-out incentive trips (buy one get one free, on the pack, bundling, the gift in pack, %x free product, try & buy) • Support annual dealer negotiations with various offers and develop strategies • Track budgets, expenses, KPIs, and ROI for the extensive event portfolio

Responsible for all Mobile Business (Mobile, Monitors, Accessories, Wearables) related activities of Samsung Products • Analyze mobile devices sell-through results by channel and make recommendations to increase sales • Work closely with marketing, finance, sales, production teams to deliver excellent customer service • Manage key accounts efficiently in line with the determined sales strategies • Monitor overall performance to make sure that targets are being achieved • Prepare forecast and inventory reports for the Global Management Team • Work with retailers to make sure that they receive their goods on time and in the right condition

Responsible for all sales & trade-related activities of Vichy, La Roche-Posay, and SkinCeuticals products in all regions • Develop and execute active cosmetics product sales strategy to achieve brand plans and sales targets • Organize and conduct sell-out activities according to different pharmacy segments, defining customer target groups, their needs and key selling points • Assist brand marketing with special projects in re-launch and launch term • Supervise L'Oréal specialist team across all regions in Turkey • Conduct customer training organization including concepts, materials and content creation • Prepare periodic intelligence reports about consumer and competitor • Measure and track effectiveness of marketing actions with a clear ROI • Prepare and manage the budget of trade operations, as well as training of customers

• Support sales operations and after-sales services • Prepare after-sales follow-up reports • Conduct credit processes such as providing and following credits • Use CRM tools to generate customer database and control workflow