SERRA TALASLI BAYKARA

mobile : 0532 354 68 82

home : 0216 329 64 75

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Personal Data

Date & Place of Birth20.01.1968, Istanbul

AddressCamlica Konaklari B17, M. Akif Ersoy Cad., Camlica – Istanbul

Professional Experience

Sept’01-Oct’02Marketing Director

Yataş

  • Managed a turnover of $100m and a marketing budget of $8m
  • Structured, established and headed the new marketing team consisting of product development, brand management, sales promotion and marketing communication departments.
  • Responsibility in management of marketing activities and actions in event and media sponsorship, sales promotion campaigns, customer loyalty programs
  • Initiated and headed the restructuring project of the new corporate identity, brand image and marketing approach
  • Headed and monitored the restructuring project of 600 Yataş retail outlets
  • Responsiblity in identifying and developing new business opportunities
  • P&L responsibility of the overall business

Jan’99 – Aug’01Marketing Manager

Hasbro – Intertoy

Hasbro-Intertoy is a fully owned subsidiary of the global toy and family entertainment company, Hasbro.

  • Matrix reported to local GM and Business Development Director in London
  • Managed and developed a marketing team of seven reportees
  • Significant player of the business as part of the executive management team
  • Participated in long term strategic planning for the company, initiated projects designed to enhance corporate image
  • Designed and monitored projects to improve overall business profitability
  • Managed relations with the European headquarters and member of the European Marketing Managers think tank
  • Responsibility in analizing and proposing new business initiatives for the company
  • Analized and suggested new distribution channels, including e-commerce
  • Worked in close conjunction with the Hasbro futures team to identify future business initiatives
  • Negotiated working terms with the agencies and managed 3rd party relations for copromotional incentives
  • Strategic consultancy to the distributor export markets; Morocco, Tunisia and Lebanon
  • P&L responsibility of the overall business

Jan’ 97 – Jan’99Group Product Manager for Toys Preschool

Intertoy

İntertoy is the leading toy company with 25% of its shares owned by Hasbro.

  • Reported to Marketing Manager acting as GM
  • Headed and trained a marketing team of four members, delegated projects and followed up the results
  • Managed relations with the European headquarters and attended international product development meetings at the head office
  • Initiated the trade marketing function and set up the trade marketing team within the sales organization
  • Managed relations with the advertising agencies on project basis
  • Programmed and monitored the execution of product launches
  • Decided on the product selection
  • Produced short & long term marketing strategies and action plans for the above mentioned brands
  • Headed and monitored market research projects
  • Monitored establisment & maintanence of the company website
  • Headed merchandising projects

Jan’ 95 – Jan’97Product Manager for Girls’ Toys / Boys’ Toys / Preschool

Intertoy

Apr’ 94 – Jan ’ 95Assistant Product Manager for Girls’ Toys

Intertoy

May 93 – Mar’ 94Sales and Marketing Assistant

Mercedes-Benz Turk AS

Education

Mar’02-PresentBilgi MBA

Dec’92–Feb’93Université de Montréal Language Center, Canada

French Course

1987–1992Bosphorus University

Department of Economics

1986–1987Hemet High School, CA, US

AFS Intercultural Exchange Programs

1979-1986Istanbul American Robert College

Memberships

IAA (International Advertising Association), AFS / TKV, Bizim Tepe, Istanbul Yelken Kulubu, Robert College Alumni Association, Saint Joseph’liler Dernegi

Fields of Interest

Travelling, Scuba Diving, Opera, Movies, Cooking, Crossword & Jigsaw Puzzles