Ebru Carter

Core member of a global sustainability project called the INSEAD Community Impact Challenge. - Development and execution of communications and social media strategy. - Recruitment of spokes person, ambassadors and team members. - Community outreach (to students, alumni, faculty and staff). - Set up of an analysis tool used for this challenge and evaluation of received responses.

L'ORÉAL Luxe (7 months) • Developed strategy, go to market model and the retail concept for a luxury brand • Created communication and activation strategy • Built 5-year business plan enabling the brand to reach profitability targets

• Owned the P&L of 2 product portfolios and generated approx. $80 M in revenue. • Responsible for global price setting and demand forecasting. • Maintained market share in a declining business segment, increased gross margin by 1-3%. • Reduced product lead-time by 50% and reduced costs by up to 13%. • Initiated the production transfer of 8 critical products to China to improve speed and competitiveness in the market.

• Created a centralized Marketing Communications unit for Europe, Middle East, India and Africa. Managed 3 direct reports locally and 12 functional reports virtually. • Developed and executed 360 marketing and brand campaigns for 4 product categories targeting retail and wholesale customer segments with an annual budget of $2 M. • Drove new product category branding and launch strategy. • Introduced 6 new digital marketing initiatives. Increased traffic by 180% within 5 months.

• Created and completed 360 marketing and brand campaigns targeting retail and wholesale customer segments. Evaluated existing marketing processes and developed a structured process which resulted in faster turnaround time by approximately 15%. • Led regional marketing group and coordinated data to provide visibility on marketing spending which allowed negotiation of better rates with suppliers. • Implemented and launched a new global website and eliminated 10 independent sites.

• Designed and introduced a new scorecard to track sales performance and linked results with a bonus increase of 3%, resulting in increased sales and enhanced visibility of product performance. • Conceptualized and introduced two new customer services programs.

• Prepared the marketing plan as well as the product launch plan for the new R-Class, therefore researched competitor vehicles and created a market analysis as well as market trend analysis. • Developed and created diverse marketing material for training and communications purposes.

• Analysed demographics, consumer data and market development data and participated in the strategic volume planning for Mercedes-Benz passenger cars.

• Consulted customers and championed within 1 year 80+ projects of marketing communication and brand campaigns for customers from diverse industries.