IBRAHIM TOLGAR SASMAZ

<p>Reporting: Executive Advisor for Digital Business & E-Commerce; Regional Digital Manager</p><p>Leadership: Matrix leadership across Marketing, Sales, Medical, Finance and Commercial teams; agency, technology, media, CRM, analytics and global partner squads</p><p>Budget / Commercial Scope: 8-figure EUR annual digital budget; DACH digital and e-commerce commercial performance scope</p><p>Functional Scope: Digital & AI transformation, e-commerce, performance marketing, CRM, analytics, pricing intelligence, marketplace/e-retailer growth, commercial decision systems, process automation, adoption and governance</p><p>• Own the DACH digital and AI transformation agenda, translating commercial priorities into cross-functional roadmaps, operating models, automation, analytics and measurable business outcomes across Marketing, Sales, Medical, Finance and Commercial.</p><p>• Integrated pricing, media, e-retailer/marketplace execution, forecasting and executive KPI governance into a unified commercial performance system, contributing to +35% e-commerce sell-out growth, +14pp contribution-margin uplift and +36% blended ROAS improvement.</p><p>• Strengthened P&L and investment governance by linking channel performance, contribution margin, customer economics and scenario planning to budget allocation; reduced operating complexity and supported approximately 15-18% OPEX efficiency through vendor/operating-model simplification.</p><p>• Led change management for AI-enabled workflows in a regulated healthcare environment: use-case prioritization, stakeholder alignment, process redesign, training, human-in-the-loop controls, role-based access, approval logic and adoption into recurring business routines.</p><p>• Built executive KPI architecture and Power BI / Power Platform decision workflows, improving visibility of sell-out, stock, media efficiency, pricing, e-retailer performance and forecasting.</p><p>• Govern performance marketing across Google, Meta, TikTok and partner ecosystems, connecting media investment to ROAS, conversion, sell-out, contribution margin and e-commerce economics.</p><p>• Lead e-retailer growth with major partners, aligning commercial trading, availability, visibility, media, content and profitability priorities.</p><p>Selected Projects</p><p>• AI-Driven Visit Planning: Launched a CLV/value-based field prioritization and next-best-action system combining account value, engagement, CRM history, geo/traffic and AI recommendations; delivered +30% productivity, +35% high-value-account coverage, +20% route efficiency and -40% planning time.</p><p>• AdaptifAI: Launched a governed OCR + LLM + image-reconstruction workflow for multilingual creative localization; reduced localization OPEX by 5% while increasing CTR by 60% and CVR by 25%.</p><p>• SEO & GEO Optimizer AI: Built an AI search-visibility workspace covering brand/entity mapping, query fan-out, crawler simulation, content diagnostics and benchmarking across traditional and generative search; improved AI visibility by 34pp, traffic by 26pp and contribution margin by 4pp.</p>

<p>Reporting: Country Manager; Regional Digital Director</p><p>Leadership: 10 direct reports across performance marketing, CRM, e-commerce, data/analytics, content, growth and customer care; cross-functional leadership across Brand, Medical, Sales, Finance and agency/technology partners</p><p>Budget / Commercial Scope: 9-figure TRY annual investment scope across paid media, CRM, marketplaces and e-commerce growth; cross-brand digital and CRM commercial performance</p><p>Functional Scope: CRM transformation, customer data, lifecycle marketing, marketing automation, loyalty, D2C/app, e-commerce, marketplace profitability, omnichannel customer journeys, analytics and full-funnel growth</p><p>• Scaled the Digital Marketing & CRM organization to 10 direct reports, establishing role clarity, KPI ownership, governance cadences, agency handoffs and cross-functional decision routines across three dermocosmetics brands.</p><p>• Centralized CRM architecture and customer-data flows, introducing behavioral and transactional scoring, e-RFM/value segmentation, lifecycle orchestration and owned-to-paid reactivation; increased customer LTV by 69% and improved LTV/CAC by approximately 60%.</p><p>• Delivered +40% e-commerce sell-out growth by connecting paid acquisition, CRM, D2C, marketplace, e-retailer and brand execution through unified performance measurement and investment governance.</p><p>• Improved Amazon net profit by 19% and margin by 8pp while reducing OPEX by 10pp through marketplace operating-model and profitability transformation, including 1P/3P governance, margin guardrails, repricing logic and Buy Box management.</p><p>• Generated 3.3x higher purchase intent and 5.6x higher attributable sales by integrating MikMak path-to-purchase capabilities into omnichannel media and product journeys.</p><p>• Established executive reporting and data governance across acquisition, engagement, conversion, retention, LTV/CAC, e-commerce sell-out and marketplace profitability, enabling more disciplined commercial prioritization.</p><p>Selected CRM, E-commerce & Omnichannel Transformation Projects</p><p>• CRM & Customer Data Ecosystem Transformation: Re-architected CRM and customer-data operations across Dynamics 365 / Dataverse and lifecycle platforms; unified segmentation, consent/data flows, loyalty, campaign orchestration and performance reporting into a scalable customer engagement ecosystem.</p><p>• D2C E-commerce & Loyalty Launch: Launched the NAOS Stars direct-to-consumer e-commerce and loyalty experience, connecting commerce, CRM, customer identity, lifecycle communication and value-based engagement.</p><p>• Omnichannel Customer Journey Platform: Launched a digital-to-field/customer journey platform connecting online engagement, structured customer actions and follow-up workflows; improved conversion by 12pp, completion by 25% and reduced operating cost by 70%.</p>

<p>Reporting: Country Manager; Regional Digital Director</p><p>Leadership: Built the digital function from zero and recruited/led 6 direct reports across performance, growth and e-commerce; managed media/creative agencies and cross-functional stakeholders</p><p>Budget / Commercial Scope: 9-figure TRY annual investment scope across paid media, marketplaces and e-commerce growth</p><p>Functional Scope: Digital marketing, performance media, e-commerce, SEO/SEM, CRO, content, analytics, attribution, marketplace operations and digital operating-model build</p><p>• Built the digital marketing function from zero, defining the operating model, recruiting a 6-person team, establishing agency governance and creating the measurement, reporting and optimization cadence across three brands.</p><p>• Delivered approximately 30% e-commerce sell-out growth by scaling full-funnel acquisition, SEO/SEM, e-commerce execution, CRO, content and performance-media governance.</p><p>• Increased organic/SEO traffic by 35% through technical/content SEO, search-led product naming, PDP optimization, storefront improvements and structured keyword/content governance.</p><p>• Established full-funnel attribution and KPI governance across paid media, SEO/SEM, e-commerce and digital campaigns, enabling ROI-based investment decisions and systematic experimentation.</p><p>• Improved media quality with deep-learning/personalization approaches, achieving 32% higher viewability and 22% higher video-completion rate in BIODERMA activation.</p><p>• Led e-commerce content and discoverability initiatives across brand sites, e-retailers and Amazon storefront/PDP environments, aligning search demand, product content and conversion optimization.</p>

<p>Reporting: E-commerce Director</p><p>Leadership: 2 direct reports; matrix collaboration across Marketing, Merchandising, Category, E-commerce, IT and agencies</p><p>Budget: 8-figure TRY digital media / performance marketing budget governance and optimization</p><p>Functional Scope: Performance marketing, CRM, SEO/SEM, app growth, CRO, attribution, personalization, retargeting and omnichannel e-commerce</p><p>• Owned digital growth delivery across performance marketing, CRM, SEO/SEM, CRO, app growth and retargeting in a high-volume retail/e-commerce environment.</p><p>• Generated +10% revenue growth while reducing CAC by 5% by scaling Google Smart Shopping automation, improving product-feed governance and reallocating media investment toward incremental commercial value.</p><p>• Improved retargeting ROI by 22% through Criteo personalization and predictive audience optimization.</p><p>• Governed an eight-figure digital budget and aligned media allocation, merchandising, e-commerce, IT and agency execution around ROAS, CAC, conversion, revenue and customer value.</p><p>• Ran experimentation and CRO roadmaps across web/app journeys, customer segments and media-to-commerce flows, using analytics to prioritize conversion and efficiency opportunities.</p><p>• Managed performance agencies, platform partners and internal stakeholders through recurring business reviews, forecast updates, KPI governance and action tracking.</p>

<p>Reporting: Digital Marketing Manager</p><p>Role Scope: Hands-on individual contributor collaborating with agencies and internal Category, IT, Marketing and Content teams; no people-management or budget-ownership responsibility</p><p>Functional Scope: CRM, lifecycle marketing, marketing automation, CRO, retention, mobile/app growth, SEO, onsite marketing, personalization, push, SMS, email and retargeting</p><p>• Managed e-CRM and lifecycle execution across email, SMS, app push, web push and onsite personalization, later expanding into paid-media coordination and retargeting.</p><p>• Generated 600% ROI from personalized/bulk push programs and 288% ROI from web-push programs through behavioral segmentation, automation and trigger design.</p><p>• Improved lifecycle conversion by 98% by connecting online/offline behavior across win-back, cart-abandonment, retention, engagement and loyalty journeys.</p><p>• Implemented customer segmentation, triggered communication and marketing-automation scenarios to improve targeting precision, engagement and repeat purchase.</p><p>• Executed SEO, onsite marketing and CRO experimentation and coordinated marketing-tool integrations with third-party agencies and internal IT teams.</p><p>• Planned and executed annual digital campaign and communication strategies, collaborating with brands and category teams to improve cross-brand campaign effectiveness.</p><p>• Supported core marketing on online communication, message consistency and campaign operations while continuously monitoring CRM and digital-channel performance.</p>

<p>Reporting: CEO</p><p>Client Scope: Client-facing strategic lead for a multi-vertical portfolio of enterprise and mid-market accounts, including beauty and consumer brands; no internal budget ownership</p><p>Functional Scope: SaaS analytics, CRO, personalization, digital strategy, customer journeys, lifecycle architecture, experimentation and client value realization</p><p>• Managed a multi-vertical client portfolio as the primary strategic digital partner, translating business objectives into measurable analytics, CRO and growth roadmaps.</p><p>• Developed funnel diagnostics, conversion-rate optimization scenarios, recommendation/personalization strategies and prioritized experimentation backlogs across diverse industries.</p><p>• Designed end-to-end lifecycle architectures spanning lead generation, prospect nurturing, reactivation, retention and loyalty to improve engagement and long-term customer value.</p><p>• Served as the primary liaison between client business teams and technical/engineering teams, owning requirements translation, implementation coordination, QA and continuous optimization.</p><p>• Led recurring client performance reviews and consultancy, using behavioral analytics and funnel data to identify friction, prioritize opportunities and strengthen platform adoption.</p>

<p>Reporting: Client Director</p><p>Client Scope: Primary strategic contact for a portfolio of enterprise clients across multiple verticals; responsible for client program delivery, adoption and value realization rather than internal budget ownership</p><p>Functional Scope: CRM strategy, marketing automation, segmentation, triggered campaigns, lifecycle design, email marketing, reporting, deliverability, platform adoption and integration support</p><p>• Advised enterprise clients on CRM and marketing-automation strategy, including segmentation architecture, lifecycle journeys, trigger programs, retention, personalization, campaign planning and reporting.</p><p>• Owned day-to-day client relationships as primary point of contact, ensuring effective use of Emarsys solutions, SLA/service quality and alignment between business objectives and platform capabilities.</p><p>• Led workshops and best-practice enablement to improve platform adoption, campaign execution quality and measurable customer engagement across diverse industries.</p><p>• Provided hands-on strategic and technical support for email marketing, including deliverability management, spam diagnostics, list health, compliance and performance optimization.</p><p>• Designed and supported marketing-automation workflows, troubleshooting first- and second-line technical issues and coordinating with engineering/integration teams.</p><p>• Translated customer requirements into scalable platform use cases, reporting dashboards and measurable CRM programs, acting as the voice of the client across delivery.</p>

<p>Reporting: Head of Marketing</p><p>Role Scope: Hands-on CRM and email-marketing owner working with Design, Merchandising and Marketing teams; no people-management or budget-ownership responsibility</p><p>Functional Scope: CRM operations, email marketing, segmentation, personalization, lifecycle campaigns, A/B testing, deliverability, list hygiene, customer experience and campaign analytics</p><p>• Owned lifecycle and promotional CRM programs across email and messaging, including campaign planning, audience selection, setup, QA, reporting and cadence optimization.</p><p>• Built customer segmentation and personalization approaches using behavioral and transactional signals to improve relevance, engagement, conversion and repeat purchase.</p><p>• Designed and executed automated lifecycle campaigns and A/B-testing routines, continuously optimizing subject lines, content, audience logic, timing and customer journeys.</p><p>• Managed deliverability, list hygiene and campaign-quality controls to maintain channel health and improve engagement performance.</p><p>• Coordinated CRM platform operations and integrations with external service providers, supporting stable data flows and effective use of marketing technology infrastructure.</p><p>• Collaborated with creative, merchandising and product-marketing teams on content and promotional planning, and coordinated online customer-complaint resolution with internal teams.</p>