Cihan Aslanhan

Executive Scope • Own global digital growth across paid media (performance & awareness), organic growth, affiliate partnerships, influencer, and marketing analytics & measurement. • Set portfolio governance (standards, KPI language, reporting/experimentation rhythm) and ensure insight-to-action accountability across markets. • Lead a 27-person organization (4 direct reports) across 10+ markets; manage agency, platform and vendor performance. Core Responsibilities • Define global digital marketing, growth and analytics strategy; translate into market priorities and roadmaps. • Own investment governance for $$M+ annual media spend; set targets and lead executive performance reviews. • Establish operating standards for paid media planning, optimization and reporting across markets. • Lead organic growth strategy and cross-functional delivery with Product/IT/Content. • Lead affiliate governance and growth, including partner scaling, profitability and quality/risk management. • Own measurement and data quality governance; standardize tracking and reporting for a single KPI language. • Ensure executive performance communication and that insights convert into actions with clear owners and timelines. • Drive AI/automation adoption across optimization and reporting workflows to improve efficiency and decision quality. Key Achievements • Improved double-digit paid media ROI through portfolio optimization across major platforms and markets. • Launched Germany and UK e-commerce go-to-market, defining acquisition strategy and channel mix. • Built cross-country analytics infrastructure enabling real-time tracking across 10+ markets. • Introduced incrementality-oriented investment via AI-supported MMM to improve budget allocation. • Scaled influencer operations by activating a 3,000+ creator network and delivering top-tier collaborations. • Implemented omni-channel measurement to connect digital outcomes with in-store results.

• Directed budgeting, forecasting, and long-term planning across multiple countries and channels. • Partnered with commercial teams as a finance business partner to guide investment and pricing decisions. • Led variance, ROI, and KPI analysis for operational and strategic decision-making. Key Achievements • Developed company-wide profitability and store feasibility models accelerating expansion decisions. • Led SAP BPC integration with 13 planning/reporting modules (sales, cost, capex, profitability). • Built 5-year integrated business & financial plan linking P&L, Balance Sheet, and Cash Flow. • Supported Templeton Asset Management’s 8% equity investment through due diligence. • Represented finance in IPO readiness process, ensuring compliance and data integrity.

Mondi Tire Kutsan leads the paper and packaging sector in Turkey, operating six box plants and one paper plant. As a member of the Mondi Group, it is part of a global network of more than 80 plants in 31 countries, employing over 30,000 people. • Responsible for product, machine, segment, and customer profitability analysis. • Responsible for periodically presenting Business Review Results to the management team. • Reported all financial and sales figures to the plants and HQ. • Conducted ad hoc analyses. • Responsible for central finance and sales projects (3G, 5P, etc.) and reporting systems. • Controlled, uploaded, monitored, and improved the SAP-BW module. • Supported finance and sales teams in profitability, pricing, and cost calculation. • Maintained and controlled customer master data as the central key user. • Managed the budget and year-end forecast process across all plants; responsible for consolidation and reporting.