At Publicis Groupe, I manage approximately TRY 150M in annual media investment across three L’Oréal beauty brands. I own end-to-end media strategy, planning, budget allocation, buying and campaign execution.
For Maybelline New York’s Black C Serum Lipstick launch, I integrated brand media with retailer activation, generating a 28.9% footfall lift, a 5.4-point brand lift and 33% Watsons sales growth. I also delivered 42+ product-launch campaigns and led a Makeup team of up to four professionals.
For L’Oréal Paris True Match, I translated audience research into four actionable segments, generating 3.75M impressions and 72.5K verified responses. Segment-led creative reached 3.1M people and beat Meta VTR and CTR benchmarks by 44%.
Earlier at Publicis Groupe, WPP - Wavemaker, AnalyticaHouse and MobileX, I worked across biddable media, performance marketing and user acquisition for brands including Altınbaş, Kärcher, Akbank, Huawei and Colgate-Palmolive. My work has included reducing unit media costs by 21% while Makeup investment grew 66%, and helping retailer campaigns grow revenue while lowering acquisition costs.
