Career

Executive Summary

Derya YazganPassionate Digital Marketing and Digital Transformation Professional with 17 years of work experience in top notch brands like Vodafone & Danone, at FMCG, telecom, technology and eLearning industries with 7 years of active team management. Crafted more than 300 digital campaign and projects which some of them have been recognized and awarded with Kristal Elma, Mixx, Stevie, Felis, Digital Age, and delivered several enterprise-wide IT projects with full P&L responsibility.

Versatile business and IT integrator combines a strong technical background and soft skills with C-Level communication, negotiation, stakeholder and cross-functional influential leadership.

Extensive knowledge and proven track records on Digital, Social Media & Direct Marketing, Customer Experience, Data & Content Strategy, Analytics, CRM, Web Development and Agency Management.

Quality and detail focused, rational, systematic, committed and analytical thinker balanced with creativity, envisioning, inspiring and motivating ability. Self-organized, customer experience oriented team player having a strong interest in technology in a consistently transforming digital environment, performing both coaching and democratic style leadership.

Professional Experience

DanoneNutriciaELNDANONE NUTRICIA EARLY LIFE NUTRITION (May 2015 – Nov 2016)

Digital Marketing Manager

Key Achievements:

  • Regained Aptamil/Milupa's online reputation back as before 2014, with legal initiatives by clearing out 500+ Web pages, 95% of GMO related branded content all over the internet.
  • Renovated 3rd party Opex costs, reduced agency fee cost by 45%, technology costs by 50%.
  • Initiated and governed CRM project. Acquired & outsourced resources, define KPI dashboards, operational, reporting processes and essential content strategy utilizing IT and brand teams.
  • Defined business and technology needs and acquired 5 suppliers for CRM, Mobile, Email, Content & SEO Operations with full pitching, procurement and agreement process responsibilities.
  • Established Live Chat as a new digital touchpoint and surpassed 1K contacts per month, at par with phone contacts.
  • Enrolled to global social listening tool Radarly/Linkfluence with in-house operation to capture most sensitive data in real-time, resulting delivery of most accurate reporting data with 63% cost saving.
  • Hosted and fully governed a global Digital Summit with the attendance of global teams as Global ELN, DACH, Iran to share best practices and review digital transformation journey, nominated as a best practice Business-IT partnership.

Responsibilities:

  • Create digital, social media and retention based CRM strategies to drive brand of first choice of moms, throughout their 1000 days journey from pregnancy to toddler, for all brands as a part of integrated communication plan.
  • Develop creative digital campaigns in line with big brand idea. Managing a team of two, establish new customer touchpoints through innovation and digital ecosystem elements like web, CRM, mobile app, content, media and govern social media, listening and reputation management strategy with managing a digital budget dimension over €500K.
  • Dotted line reporting to the global digital team, implement global digital initiatives and deliver local best practices.

VodafoneVODAFONE TURKEY  (Jan 2007 – May 2015)

Interactive Marketing Senior Associate Manager (May 2010 – May 2015)

Key Achievements:

“Hemen Portre” Corporate Social Responsibility project, built as an awareness campaign for disabled people, targeting the dedicated week (10-16 May 2012) of disabled. With no media budget, the campaign reached 1M+ people organically, including PR, which of 400K directly from the website, 10K Pictures created in a few months, 22K total in one year. The case study video: https://vimeo.com/116062735

The Project has been awarded 7 times as follows:

  • 1x Kristal Elma – 2012
  • 3x Felis – 2012
  • 1x Digital Age - 2012
  • 2x Mixx – 2013

“Yarın Değil Bugün” Vodafone Red creative microsite and video series project via direct mailing for High-Value Customers generated 44K leads which of 50% ported into Vodafone.

The case study video: https://vimeo.com/116736216

The project has been awarded 2 times:

  • Silver Mixx in Direct Marketing Category, Mixx Awards 2014
  • Second prize for email category in DPID (Direct Marketing Association), Dec 2014.

“#Geçiyormuyuz” Vodafone Red lead generation project based on proactive responding in a creative way on Twitter generated 15K leads which of 56% ported into Vodafone in 2015.

The case study video: https://vimeo.com/163260344

Responsibilities:

  • Define digital and social media strategies for online and mobile assets of Vodafone Turkey, and execute these strategies with an end to end product lifecycle, along with the company’s ATL & BTL marketing roadmap with full P&L responsibility.
  • Manage Digital Creative, Content,  Social Media, Conversation Agencies and 3rd party technology suppliers, deliver state of the art digital marketing and social media instruments such as display ads, rich media, campaign microsites, online videos and digital outdoors ensuring 7/24 monitoring & moderation for crisis and reputation management.

 

VodafoneE-Communication & Intranet Manager (Jan 2007 – May 2010)

Key Achievements:

  • Established a team of 3 direct reports and rolled out Vodafone Intranet Services and Shared Team Applications dismissing conventional Telsim systems.
  • Optimized Vodafone Turkey requirements and negotiated to €15,90 from €33 per employee per month as a cost of Intranet services, resulting €400K saving per annum.
  • Created first in class corporate social media, collaboration tools and team rooms and increased business efficiency and continuity scores by 50%.

Responsibilities:

  • Managing a team of 3, define & execute Corporate Intranet Services Strategy working cross functionally with all business units to enable appropriate VISTA (Vodafone Intranet and Shared Team Applications) Services, coordinating local IT, global IT and Business Teams.
  • Assemble an E-Communication Team, forecasting and maintaining service rollouts, budget and resources according to Vodafone Way communication strategy.
  • Represent Vodafone Turkey among Vodafone OpCos as a Single Point of Contact. Manage 3rd party agency relationships integrated online communication instruments

 

ComsatCOMSAT INTERNATIONAL (Former British Telecom)

Operation Engineer (Apr 2006 – Jan 2007)

Key Achievements:

Successfully accomplished a remote site installation of the Paşabahçe Bulgaria Facility and promoted afterward.

Responsibilities:

Design and administer enterprise internet/intranet/extranet websites. Manage a support team administering satellite and terrestrial backup links. New site installations with full accountability, including hardware, software & network setup.