CEYHUN ÇAKANEL

Senior Marketing & Product Leader

İstanbul, TR.

About

Highly accomplished Senior Marketing and Product Leader with over a decade of experience driving significant growth and digital transformation within the telecommunications and fintech sectors. Proven expertise in developing and executing innovative marketing strategies, managing cross-functional teams, and enhancing product value propositions to achieve substantial revenue increases, user engagement, and market share expansion. Adept at leveraging data-driven insights to deliver impactful results and lead complex projects from concept to market.

Work

VODAFONE

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Senior Marketing Manager, Fintech

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Summary

Currently leads strategic marketing and growth initiatives for Vodafone Electronic Money and Payment Services, driving significant revenue and user base expansion.

Highlights

Grew Vodafone Electronic Money and Payment Services Co.'s revenue by 44% within 5 months, directly boosting paid user acquisition.

Increased Vodafone Pay card transaction amount by 167% in 5 months, demonstrating strong market penetration and user adoption.

Drove Vodafone Pay app downloads by 38% within 5 months, effectively expanding both paid and unpaid user bases.

VODAFONE

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Marketing Manager, Mobile Acquisition

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Summary

Managed cross-functional teams and collaborated with key stakeholders to enhance mobile acquisition strategies for prepaid and postpaid products.

Highlights

Led a cross-functional team of 15, including marketers and developers, to increase mobile acquisition for prepaid and postpaid products through strategic collaboration with finance and brand teams.

Launched the first-in-market product with a 'do-it-yourself' feature, derived from product research, which grew sales KPI by over 10% within the first three months.

Designed an innovative conversion tool leveraging a limited stock advantageous offer, resulting in a 10% increase in gross additions.

Developed the first industry marketing concept for limited-time offers, successfully doubling digital channel leads.

VODAFONE

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Product Manager, Prepaid Products

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Summary

Directed product management and strategy for prepaid products, leading a team of 3 to deliver innovative solutions and drive revenue growth.

Highlights

Directed prepaid product management and strategy, leading a 3-person team to deliver innovative products that drove a 6% Year-over-Year revenue increase.

Established, prioritized, and monitored the product roadmap for a prepaid transformation project, resulting in a 5-point increase in Net Promoter Score (NPS).

VODAFONE

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Senior Associate Marketing Manager, Customer Value Management

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Summary

Managed customer value management initiatives, focusing on digital engagement, retention, and cross-sell strategies for Vodafone's customer base.

Highlights

Accelerated My Vodafone application engagement, achieving a 50% Year-over-Year increase in active users through a disruptive digital-first loyalty program.

Established Home Internet retention operations, leading to a 2% churn improvement within the Vodafone Home Internet customer base.

Initiated cross-sell campaigns via telesales for fixed-mobile convergence, generating an incremental +5K/month in fixed broadband sales.

VODAFONE

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Associate Marketing Manager, Consumer Business Unit

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Summary

Contributed to strategic initiatives and executed social business models targeting mass segments, including women, farmers, and people with disabilities.

Highlights

Contributed to the design and execution of Social Business Models for three mass segments (women, farmers, people with disabilities), aligning with strategic goals.

Deployed 'Farmers' Club', a holistic loyalty program for rural areas of Turkey, which was adopted as a best practice in 5 other Vodafone countries.

VODAFONE

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Marketing Specialist, Vodafone Business Unit

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Summary

Focused on market share growth for the Vodafone Business Unit through insight-driven propositions.

Highlights

Increased market share by 5% in 2013 compared to the previous year, driven by insight-led propositions such as free shop insurance for merchants.

Education

ISTANBUL TECHNICAL UNIVERSITY

Bachelor of Engineering Industrial Engineering Grade:

Courses

Vice President of ITU Industrial Engineering Society (2011)

Languages

Turkish

English

Certificates

Fundamentals of Digital Marketing

Google

Discover Management Program

IEDC

Leadership Development Program

Yenibirlider Association

Skills

Product Management

Product, Product Roadmapping, Product Strategy, Product Development.

CRM

Customer Relationship Management, Customer Value Management, Loyalty Programs.

Telecommunications

Mobile Acquisition, Prepaid Products, Fixed-Mobile Convergence.

Marketing

Marketing Strategy, Digital Marketing, Multichannel Marketing, Campaign Management.

Growth Strategies

Growth, Market Share Expansion, Revenue Growth, User Acquisition.

Business Development

B2B, B2C, Social Business Models.

Agile Methodologies

Agile, Scrum.

Fintech

Fintech, Electronic Money, Payment Services.

Analytics

Data Analysis, KPI Tracking, Market Research, Insight-Driven Propositions.

Leadership

Team Leadership, Cross-functional Leadership, Stakeholder Management.