Hale Yilmaz

Business Owner of Cosmetics & Fragrance Department @Defacto Director Level Leading Cosmetics & Fragrance department with the aim of total business development in four main categories of Cosmetics. Responsible for increasing total gross margin, with continuous improvement in product quality. Rebranding Fragrance products with cohesive design and right selection of suppliers. Launching K-Beauty sections in stores with right merchandising, total marketing activation and CTA to customer. Ownership in all related KPIs for sustainable growth of Cosmetics Business.

Leading Cosmetics department with P&L Responsibility

Founder & CEO Alen Beauty Kozmetik AŞ. Alen Beauty is a company with more than 16 years of experience in cosmetics industry with the aim of growing sales network of brands through right marketing strategies and offers solutions in private label production. Alen Beauty has its own Brands such as gelee, EDENLAND, Maison Monson, allteens etc. and produces fragrance, skincare, makeup and personal care products. Alen Beauty also does Private Label production for biggest retail brands in Turkey and well-known cosmetics chains mainly in fragrance lines.

Less is a sustainable brand offering textile, lifestyle and cosmetics products Less is founded on a simple yet powerful mission: to create a new shopping experience by combining zero-waste products with reusable, sustainable packaging. Guided by ecological and sustainable values, our priority is to ensure that our products are not only environmentally friendly during use, but also throughout their entire lifecycle — from production and delivery to end-of-life disposal. All materials are designed to be non-harmful to the environment and fully compostable. With this philosophy, we take pride in contributing to a more sustainable future and a cleaner planet.

GSS Commerce Group is a dynamic and innovative group specializing in various sectors including marketing, logistics, e-commerce management, and manufacturing. GSS is the one and only end-to-end business ecosystem in the Turkish fashion accessories and beauty industry, covering everything from manufacturing to distribution, supported by top-class technology and fulfillment capabilities. The Group consists of GSS Commerce Marketing Inc., GENIUSS Logistics, MONSA Production and PROFEED Technologies Companies. GSS Commerce Group owns established Brands such as market leader in masstige fragrance AQUA DI POLO and the iconic brand PIERRE CARDIN's fragrances. Product Range includes perfumes, watches, sunglasses, accessories and more. Distribution Network includes extensive online and offline distribution network covering a wide geographical area, reaching up to 40,000 points of sale (POS) occasionally and over 5,000 daily sales locations.

Unternehmenskommunikation, Corporate Communications

gülsha is the leading Rosa Damascena skincare brand, formulated in France and produced in Turkey, distributed over 15 countries in more than 1000 POSs Job Responsibilities: - Creating and leading Sales (Offline & Online) and Marketing strategies - Preparation of Sales plan per Retailer in Turkey and all over the World, leading monthly Estimate & P&L process. Tracking sell-in and sell-out per Retailer with profitability - Increasing brands footprint in all continents with a focus on new Retailer.com and PP channels - Responsible for creation and implementation of Marketing Plan per Retailer and the total marketing budget - Focus on all Digital marketing activities in leading countries and channels - Renovation of the existing product range in line with company targets and leading improvements - Creating and launching potential new product categories - New product development, leading pricing and sales strategy of all products - Determining and implementing the company PR & communication strategy - Managing relations with retailers and distributors all over the world - Analysis of global and local competitors, leading consumer research in different markets - Training and managing sales teams

GM-1 managing Bobbi Brown & La Mer Turkey teams Member of ELC Turkey Management Team Full P&L Responsibility in terms of NOP, Gross & Net Sales, COGs, OPEX, CAPEX including all Sales Operation, Marketing & Advertising and Education Manages Operational Effectiveness, achieves budgeted sales and profitability goals for assigned brands. Managing sales, operation and P&L per door for 10 Free Standing Stores and 10 POS for Bobbi Brown, 42 POS for La Mer Brand Develops goals, budgets, and plans, monthly review sell-in and sell-out results and monitors operating expenses, took corrective actions in order to achieve budget plan targets Lead retailer negotiations; create an annual business plan for all distribution channels (including e­-retail) taking into account the growth levels objectives Consider global brand guidelines and offerings to develop marketing and sales strategies to maximize sell-through, formulate brand marketing objectives and programs for the affiliate, makes product selection, assortment, and pricing decisions, makes decisions on promotions items (including collateral) and creative concepts Develop marketing and media plans, calendars, and tools Develop Sales objectives, plans, and traffic-driver programs Develop plans for Training, Merchandizing, Store Design, and PR Oversees forecasts to ensure planning accuracy and appropriate inventory levels. Develops plans to reduce excess inventory levels.

GM-1 managing Corporate Marketing Team DIGITAL MARKETING & SOCIAL MEDIA • Responsible for the Affiliate Social Media strategy, as well as local digital investment guidelines • In close collaboration with local PR and Brand teams, supports the development of local Influencers, Advocates & Bloggers strategy • Helps to develop brand-led Social Media Strategies in close collaboration with the Brand teams • Locally responsible for various 3rd party data platforms with regards to Owned/Earned Media and Social Listening and main KPI measurements across various social platforms and activities; creating actionable insights from them • Responsible for developing and cascading Best-Practice and Social Media knowledge across Affiliate to instill Consumer Inspired – Digital First Culture and Mindset MARKETING PLANNING • Applies metrics and tools to enable better decision making and spend choices • Supports A&P Optimization work streams focusing on media effectiveness and sampling MEDIA EFFECTIVENESS • Supports media investment and planning decisions with media performance metrics and results • Delivers efficiency objectives and optimize the agency resource on the affiliate level CRM • Applies analytical frameworks and tools to guide Brand Marketing in optimizing Customer Retention and Loyalty, collaborate with Brands teams for all CRM programmes • Partners with Online to enable one consumer view; enhancing targeted customer dialogue and POS clienteling. OPPORTUNITY ASSESSMENT/ CONSUMER INSIGHTS • Develop locally relevant, actionable insights from multiple data sources (e.g. KCI, BHT, ad hoc studies, CRM, Social Media, Market Intelligence) • Identify market share gaps across brands/categories with a detailed Market Assessment • Support brands and GM to identify locally relevant business opportunities and pockets of growth • Identify future opportunities (channels/trends) • Educate and raise awareness at regional level

Reporting to GM managing budget for CI & CRM for all brands CRM (all brands): Over 100 CRM projects executed and tracked sales & response rates via CMS system - Create and organize CRM campaigns (e-Mail, mailer, SMS, MMS etc.) - Execution of all CRM programs Customer Cultivation, Retention, Loyalty etc. - Analyse customer database in terms of Value-based Consumers, Cross-category Purchase etc. - Provide consumer analysis to Sales, Marketing and Education teams - Develop and execute special CRM event programs - Development and roll out of Loyalty programs - Close collaboration with Retailers in selective cosmetics market in order to improve retention rates of our brands and increase Consumer Engagement Consumer / Market Insights and Local Relevancy: - Ensuring that the Consumer is at the heart of all relevant initiatives in the affiliate to enable brands within the affiliate to grow, evolve and become more locally relevant - Maximizing the use of information and data available from different sources in the affiliate to provide relevant insights to the business - Providing training and education to leverage consumer and market insight knowledge within the organization - Providing strategic direction and recommendations on all matters related to Consumer Research/Marketing, be it methodology, vendor selection, analysis, deployment of learning,asset planning etc. - Providing strategic direction to all Brands regarding locally relevant products / communication or channels.

Reporting to GM managing budget for CI & CRM Consumer / Market Insights and Local Relevancy: - Ensuring that the Consumer is at the heart of all relevant initiatives in the affiliate to enable brands within the affiliate to grow, evolve and become more locally relevant - Maximizing the use of information and data available from different sources in the affiliate to provide relevant insights to the business - Providing training and education to leverage consumer and market insight knowledge within the organization - Providing strategic direction and recommendations on all matters related to Consumer Research/Marketing, be it methodology, vendor selection, analysis, deployment of learning,asset planning etc. - Providing strategic direction to all Brands regarding locally relevant products / communication or channels. CRM (AV/BB/LM/JM): - Create and organize CRM campaigns (email, mailer, SMS, MMS etc.) - Execution of all CRM programs Customer Cultivation, Retention, Loyalty etc. - Analyse customer database in terms of Value-based Consumers, Cross-category Purchase etc. - Provide consumer analysis to Sales, Marketing and Education teams - Develop and execute special CRM event programs - Development and roll out of loyalty programs

- Ensuring that the Consumer is at the heart of all relevant initiatives in the affiliate to enable brands within the affiliate to grow, evolve and become more locally relevant - Maximizing the use of information and data available from different sources in the affiliate to provide relevant insights to the business - Providing training and education to leverage consumer and market insight knowledge within the organization - Providing strategic direction and recommendations on all matters related to Consumer Research/Marketing, be it methodology, vendor selection, analysis, deployment of learning,asset planning, local relevance etc. - As SAP Business Intelligence Power User providing training and education to all Managers regarding business reporting tools

Prioritizing and coordinating the successfully implementation of brands’ reporting needs by being the link between brand, IS department and outsourced work force and making improvement suggestions Comparing different brands’ productivity measures and making improvement suggestions Conducting online surveys to get Consumer Insight about Turkish women’s cosmetics usage