Gonca Kalkavan
Baku
Summary
Transformational, results-oriented marketing leader with 24 years of experience leading high-performing teams and executing data driven strategies that fuel growth and market leadership. Expertise in developing integrated global campaigns that elevate brand equity, optimize customer journeys, and drive revenue across digital, traditional, and emerging channels. Proven ability to deliver exceptional ROI through strategic brand positioning, performance marketing, and customercentric initiatives. Adept at leveraging technology and analytics to scale operations, unlock new market opportunities, and lead digital transformation. Proven track record in managing marketing strategy across 20+ countries in three global regions, optimizing marketing ecosystems to enhance customer experience and brand value. Known for a visionary, collaborative leadership style that inspires innovation, growth, and synergy within teams. Committed to continuous learning and a deep understanding of consumer behavior to drive long-term business success.
Overview
25
25
years of professional experience
Work History
Marketing Director
Azersun Holding
07.2022 - Current
- Played a pivotal role in establishing a new non-food division, creating and launching four new brands in the cleaning products category: Crystalex, Praxi, Wipelex, and Pure Sense, successfully filling all subsegments within the market
- Developed and implemented a streamlined system to optimize the efficiency of the new factory, R&D, and organizational structure
- Led the development and execution of brand and company strategies, including managing brand investments and overseeing 360-degree marketing campaigns, which resulted in achieving 20% market share within three years, competing against industry giants like P&G, Unilever, and Colgate
- Achieved 85% brand awareness, with revenue tripling in the second year
- On track to achieve profitability by the third year, with all investments fully recovered and primary business objectives met
Global Strategy Regional Head of Marketing
Hayat Kimya
03.2017 - 07.2022
- Led the largest market for the baby diaper category globally, representing 42% of Hayat Kimya, the 4th largest baby diaper producer in the world
- Contributed to a 28% revenue growth across all regions while improving profitability
- Drove Molfix to become the #1 brand in Nigeria, Algeria, Egypt, Ghana, Cameroon, Senegal, Madagascar, Iran and #2 in Turkey, Pakistan, Kenya, Uganda through the Molfix Happiness Movement strategy
- Successfully launched the new Bebem Natural brand at the same time in all the countries
- Led the global strategy with a focus on localization across all markets
- Championed digital marketing efforts, launching the Molfix World project globally and the Momsco Molfix app
- Directed the Baby Steps project, which won an Effie Award.
- Became one of the most knowledgeable people about the global competition, trends and product technologies.
Head of Global Marketing
Farmasi (Tanalize) Cosmetics
08.2015 - 07.2016
- Company Overview: Multilevel Marketing Company operating in 123 countries
- Managed diverse categories including make-up, personal care, face & body care, oral care, fine fragrance, baby care, and outsourced private labels like vitamins, food supplements, household cleaning products, and detergents
- Adapted quickly to the fast-paced environment, producing a monthly magazine featuring new products and concepts, driving 25% growth through innovative CRM programs
- Developed 5-year business plans for new market entries and category expansions
- Contributed as a consultant in the company's restructuring efforts
- Multilevel Marketing Company operating in 123 countries
Marketing Manager
ABC Detergent Company
11.2012 - 05.2014
- Led the 'Wind of Change' brand renewal, including logo redesign, product portfolio optimization, packaging overhaul, new TV campaign, communication strategy, and product launches, with enhanced online and social media presence
- The celebrity campaign with Binnur Kaya won a Bronze Apple at the Crystal Apple Awards, driving 30% revenue growth and increasing market share from 4% to 24% within 2 years
- Relaunched the Hair2000 brand in Iraq with a new formulation and strategy, achieving 25% growth in one year
Marketing Manager
Evyap Company
08.2003 - 07.2012
- Began as Product Manager in 2003, promoted to Group Product Manager in 2005, Marketing Manager in 2006
- Led multiple product launches and relaunches, and marketing campaigns for Privacy, Emotion, Blade, Duru Perfume, and Activex brands
- Successfully completed the cost minimization and profit maximization project for all the brands and created the company's most profitable category, becoming the market leader in all segments with consistent double-digit growth
Trade Marketing Coordinator
SHV Holding, İpragaz
08.2002 - 08.2003
- Managed marketing and trade marketing for LPG products and equipment, including budget control and business planning
- Developed a merchandising team for door-to-door activities and led the 'İpragaz Dealers Education' project with the Ministry of Education and trained 4000 people around Turkey to represent Ipragaz brand enhancing service differentiation which resulted with a %20 increase in service satisfaction rate in one year which resulted with a %18 in revenue
Product Manager
Wella
05.2001 - 08.2002
- Planned and executed a communication campaign with famous singer Candan Ercetin, driving 45% market share through the launch of a new red color and communication strategy
- Gained experience in all marketing stages, including learning German business & marketing practices
- Planned and executed the Wella Truck activity, a mobile hairdresser studio, organizing its tour across Turkey
Product Manager
Kerevitaş, Superfresh
04.2000 - 05.2001
- Started as an Assistant Product Manager and promoted after 9 months to be the Product Manager
- Was responsible of the frozen food category, frozen vegetables, pizza and canned food
- Took part in every detail for the implementation of marketing's P's and strategies
- Carried out a brand identity-logo change project followed by a new communication concept
Education
BBA - Business School
Middle East Technical University
ANKARA06.1999
High School -
Anatolian High School
ESKİŞEHİR02.1994
Skills
- Cross-Functional and Cross-Cultural Leadership Expertise
- High Understanding of Different Cultures
- Team Leadership
- Talent Development
- Market Research & Competitive Analysis
- Strategic Planning& Execution
- Product Innovation
- New Brand Creation& Launches
- End-to-End Brand Strategy Development
- Integrated 360 Communication Management
- Digital Marketing & Social Media Strategy
- Financial Acumen & Efficient Budget Management
- Revenue & Profitability Growth Strategy
- Extensive Experience in Fragrance & Highly Trained Sensory Understanding
- In depth Knowledge of Production & R&D & Supply Chain
- Effective Marketing Campaign Management
- Celebrity Management
Hobbies and Interests
- Represented Turkey in several International Folk Dance Festivals and competitions in Europe.
- Favorite hobbies are diving, swimming, travelling, cinema, chess, music.
References
Available upon request
Languages & Computer Knowledge
- English, Full fluency
- Spanish, Beginner level
- Google Analytics, SEM, SEO
- Social Media Management (Hootsuite,Sprout Social, etc.)
- Microsoft Office, Project Management Tools (Word, Excel, powerpoint, MS Project)
Timeline
Marketing Director
Azersun Holding
07.2022 - Current
Global Strategy Regional Head of Marketing
Hayat Kimya
03.2017 - 07.2022
Head of Global Marketing
Farmasi (Tanalize) Cosmetics
08.2015 - 07.2016
Marketing Manager
ABC Detergent Company
11.2012 - 05.2014
Marketing Manager
Evyap Company
08.2003 - 07.2012
Trade Marketing Coordinator
SHV Holding, İpragaz
08.2002 - 08.2003
Product Manager
Wella
05.2001 - 08.2002
Product Manager
Kerevitaş, Superfresh
04.2000 - 05.2001
BBA - Business School
Middle East Technical University
High School -
Anatolian High School
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