SERFINAZ ALTUN
Hekim Tahsin Sokak, 16/10, Emirgan, Istanbul, 34467, Turkey
3324 Peachtree Road, Unit: 1104, Atlanta, GA, 30326, USA
e mail: serfialtun@ideabakery.com
phone: 0 212 2291167 / 0 532 3634146
phone: 001 404 9929678
website: www.ideabakery.com
EDUCATION
 Bogaziçi University (BU), İstanbul, Turkey, 1990-1994
Major: International Relations & Political Science
 Izmir American Collegiate Institute, Izmir, Turkey, 1983-1990
 Fairport High School, Rochester, NY, USA – 1988-1989 (with the ‘Teen Age Diplomats Program’ scholarship as an
exchange student)
WORK EXPERIENCE
IDEA BAKERY LLC USA, Fikir Fırını Pazarlama Danışmanlık ve Eğitim Ltd. Şti., Turkey – Founder, Idea Chef (2009 –
current)
 Barilla Company, Chicago, USA – trained the North America Marketing and Sales teams on influencer marketing
and integrated marketing communications. Consulted and supervised the in-store and influencer route to market
projects in Manhattan, NY. Developed the Brand positioning for Barilla North and South America.
 The Coca Cola Company, Atlanta, USA – the first client where she crafted the global brand equity for Glaceau
vitaminwater (biggest Coke acquisition in history for 4.1 billion dollars) and Fuze beverage brands and the global
campaign idea for Glaceau vitaminwater in partnership with BBH Agency (NY).
 Georgia Pacific Company, Atlanta, USA - consulted on the Quilted Northern North America TV campaign (general
market and Hispanic) in partnership with DDB Agency (NY).
 Vodafone, Turkey - training the entire marketing organization and Vodafone Ad Agencies (180+ participants) leading
their ‘Red Marketing Academy’ training content and delivery for 4 consecutive training modules (101 – End to End
Marketing, 201 – Integrated Marketing Communications, 301 – Agency Relations and Creative Evaluation and 401 Leadership on Paper) The ‘Red Marketing Academy’ has been chosen as best in class within Vodafone global and
was given an award for excellence! All trainings have received excellent scores above 4.5 out of 5.0 rating from
participants). The Leadership on Paper training has improved the project approval process time from 24 days to 14
days. Vodafone has applied for the ‘American Society for Training and Development International Conference &
Exposition’ in May 2012 with this training.
 Arçelik, Beko, Grundig, Defy Turkey & International – providing consultancy to the CMO and to the International
marketing team as the Communications Consultant on consumer understanding, integrated marketing plan
development, instore/merchandising principles, process, digital strategies. Leading the Turkey and International
Arcelik Academy Marketing Academy with content creation for marketing, product development and sales teams and
delivery for marketing and sales teams.
 Ülker Group of Companies, Turkey - Created the ‘Brand House’ model providing consultancy to the CMO. Leading
workshops ranging from ‘consumer segmentation’ to ‘2010/11 marketing plans development’ to ‘concept generation’
to ‘innovation ideas’ to creating the specific ‘brand houses’ for chocolate, biscuits, cakes, culinary brands, partnering
with Medina Turgul DDB, Manajans Thompson, Alametifarika and Grey Agencies. It has been providing consultancy
to Obaçay tea brand on their marketing plans working with Ogilvy, to Piyale, Superfresh and Halk brands on their
brand house developments working with ManAjans Thompson, McCann Erickson and Beyin Agencies respectively.
Idea Bakery has trained 120+ Ülker marketers (including GMs and joint venture marketers like Hero, Godiva, Komili,
Superfresh, Marsa, Halk, Piyale and Kelloggs) with 4.9 out of 5 rating (and some 6s ) with participants testifying as
the ‘the best and most business applicable training they got in their career!’. Trained the Biscuits team on the ‘Digital
Learnings from the Cannes Creativity Festival 2011’.
 Ülker International Group, Saudi Arabia, Egypt and Romania – consulted on defining the brand house for biscuits
and chocolates brands in partnership with Leo Burnett Saudi and DDB Romania.
 Finansbank, Turkey – (i) provided consultancy on establishing their marketing road map process from consumer
understanding to concept to brief writing to integrated agency briefing to integrated marketing and sales plan
development and implementation, (ii) trained the entire Finansbank Retail Marketing team and agency (100+
marketers) on ‘Brand Building Road Map’ and ‘Marketing Communications’ with excellent ratings (4.6 and 4.8 out of
5.0).
 Pepsico, Turkey - Doritos and Cheetos – Consulted on the brand equity and innovation concept development for
Doritos and Cheetos brands and on the stakeholder communication idea and plan for Cheetos in cooperation with
DDB and BBDO Agencies respectively.
 Danone, Turkey - on Aptamil and Milupa, consulted on concept development. On Tikveşli and Activia consulted on
brand positioning development, working in cooperation with Y&R Agency and Eyeka co-creation community.
 Eczacıbaşı Bathroom, Turkey – consulting on the brand equity development and agency pitch process for the
Artema brand. Training the Eczacıbaşı Bathroom Marketing team with a full fledged Marketing Academy Programme.
 Tadım, Turkey – consulted on the brand’s positioning development, working in cooperation with Rafineri Agency.
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Reckitt Benckiser, Mercedes Benz, Anadolu Efes, OMD Media Agency, DirectComm Agency, Turkey - trained
the marketing teams and agencies on marketing communication fundamentals.
Obika Mozzarella Bar and Italian Eatery, Turkey – as Partner, consulting on brand positioning, agency selection,
management and marketing plan development.
THE PROCTER & GAMBLE COMPANY (1993-2009)
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Global/North America (USA/Canada) Health & Beauty Care Category – Associate Director, Brand Building
Integrated Communications, Atlanta, USA – Oct’08 – Jun’09
North America Training Director – Jan’08 – Jun’09
o
Global/NA Health & Beauty Care Category Associate Director:
 Led equity and integrated communications (TV, print, interactive, in-store, PR/ER) for a total of 3.0 billion
dollar brands – global Iams Pet Care, global Gillette Venus and North America Tampax and Secret Deo.
 Led the 2010 integrated ‘Goddess’ campaign development for Venus globally (USA, Western Europe, Japan,
Australia) with TV ads scoring record high in testing.
 Expanded the Tampax ‘Outsmart Mother Nature’ campaign into all mediums and across both initiative and
commercial innovation advertising (holiday).
 Led the integrated communication development for Iams Proactive Health ‘prebiotics’ initiative in the US, UK
and Japan with strong test results.
 Established strong partnership with Leo Burnett Chicago, BBDO New York, Saatchi & Saatchi New York.
o
NA Training Director:
 Led interventions to improve the training content and process for the NA marketing organization through the
Assistant Brand Manager (ABM) College, Brand Manager (BM) College, Marketing Communications Seminar
(MCS) and Production Excellence Seminar (PES). Improved the ratings of the trainings out of a scale of 5.0
– from 4.1 to 4.5 for ABM College, 4.2 to 4.9 for BM College, 4.2 to 4.6 for PES and 5.0 out of 5.0 for the
MCS.
 Issued 20 ‘Serfi’s Ad Picks’ newsletters that brought external best in class communication examples to more
than 400 P&G marketeers and agency partners around the world monthy.
 Led and trained ‘Value Reframing and In Store Value Claims’, ‘P&G-Agency Collaboration’ and ‘Holistic
Communication’ , ‘Concept’, ‘Digital’, ‘Campaign’ Workshops for the Household Care Marketeers and Agency
partners with > 4 rating out of 5.
 Represented P&G at the Clio Advertising Festival in 2008 and trained the marketing organization.
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North America (USA/Canada) Household Care Category – Associate Director, Brand Building Integrated
Communications, Atlanta, USA – Dec’05-Sep’08
 Led equity and integrated communications (TV, print, interactive, in-store, PR) for a total of 4.8 billion dollar
brands in household care – global Duracell Batteries, North America - Downy Fabric Softener, Cascade
Automatic Dish Detergent, Dawn Hand Dish Detergent and Mr. Clean Surface Cleaner.
 Grew net sales revenue on all the brands in FY 07/08 vs. ya. due to strong communication fundamentals
and programs – Downy (104 index), Cascade (106 index), Dawn (105 index), Duracell (105 index).
 Led the new holistic campaign for Downy ‘Feel - More’ with TV, print, interactive and PR legs that exceeded
all success criteria and was adapted globally.
 Led the new holistic campaign for Dawn ‘Skeptical Sponge’ with highest ever TV, Print and Interactive
testing scores.
 Created the ‘global equity pyramid’ for Downy, which inspired the new Downy campaign. Created the ‘global
brand character’ for Duracell. Both recognized as ‘best in class’.
 Established strong partnership and led the evaluations for Grey New York, Grey Toronto, Saatchi & Saatchi
New York and Kaplan Thaler Group New York.
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Central and Eastern Europe, Middle East & Africa (CEEMEA) Fabric Care Category - Associate Director, Brand
Building Integrated Communications, Istanbul/Turkey – Nov’00 – Nov’05.
CEEMEA Training Captain - Istanbul/Turkey – Nov‘00 – Nov’05.
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o
CEEMEA Fabric Care Category Associate Director:
 Grew CEEMEA region Fabric Care net sales revenue by 117 index vs. ya. in FY 05/06 and 122 index in FY
04/05 due to strong and distictive communication fundamentals and programs on Ariel, Tide, Bonux and Ace.
Improved the ‘judged effective’ advertising assessment from 49% to 87% in fabric care in the region.
 Led communication for CEEMEA Fabric Care managing 12 country cluster Marketing Directors (MD), Brand
Managers (BM), Assistant Brand Managers (ABM), (more than 50 people) and the regional MD and BMs
and local and regional agencies (Saatchi & Saatchi, Leo Burnett, Grey).
 Ensured
campaign
consistency
across
CEEMEA
for
Ariel
(Demanding
Professional/Challange/Endorsement), Tide/Alo (Surprising Whites/Noticable Whites/Super Mom) and Bonux
(Smart Shopper), ensuring synergies in production and test/use of ads across MDOs.
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o
Created the new ‘Super Mom’ holistic campaign on Alo Turkey which scored Above Normal in testing and
carried the brand to highest ever share in May 06 (+1.1 ppts vs. ya). The campaign was adapted to the rest
of the region based on the Turkish market success.
Ensured significant turn around of Egypt Ariel which moved the brand from 41.9% in FY 03/04 to highest
ever 45.3% share in MA05 behind the ‘challenge’ advertising campaign leveraging Turkish ‘challenge’
learnings.
Developed the first regional Ramadan White Musk commercial innovation with the Tide Middle East Africa
team, which won the ‘Best Commercial Innovation’ Global Brand Building Awards and built the business at
index 118 vs. ya. in ND 04.
Turned around the Turkish laundry business, carrying P&G to clear cut leadership vs. Lever, making it bigger
than Lever and Henkel combined through i. On Ariel, developing the ‘low temperature’ holistic campaign with
‘Big ball’ advertising that got the best ever trial potential measure of 5 years (and was adapted in the region),
ii. On Alo developing 2 Crystal Apple winner ads (which were also adapted in the region). The ‘Çok
Çalışmam Lazım Çok’ ad became a part of the popular culture . Turkey laundry category won the ‘Best
Turnaround’ Global Brand Building Award in 2003.
Consulted on the Israel Biomat cause marketing event which won Cannes Media Grand Prix in 2005 and the
Lebanon Bonux holistic communication which won the Cannes Media Lion in 2004.
CEEMEA Training Captain:
 Established a training system for 15 countries in CEEMEA by providing16 months of monthly training content
and how to guidelines.
 Led the Agency Evaluations process for CEEMEA preparing executive summaries on Saatchi & Saatchi, Leo
Burnett, Grey, BBDO performance at an country/regional level which were shared with the agencies by
CEEMEA Marketing GM.
 As a ‘guest speaker’ lectured in ‘Advertising’ classes for BA and MBA students in the Bosphorus University
(Istanbul), ODTU University (Ankara) and Bilkent University (Ankara).
 Represented P&G at the Cannes Creativity Festival in 2005 and trained the CEEMEA organization on
learnings.
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Western Europe Fabric & Home Care Category, Advertising Development Manager, Brussels, Belgium–May‘00 Nov‘00
 Worked with Li Edelkoort trend agency in Paris, developing concepts, brand character, and packaging for an
upstream fabric care projects, which were later launched under Downy in the US.
 Developed the global equity pyramid and strategic matrix for Dawn hand dish detergent.
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Turkey, Brand Manager Alo, Ace & New Brands – Mar’98 – May‘00.
 Managed $66million net sales revenue for Alo, Ace and new brands in Turkey.
 Grew Alo volume by 56% in FY 97/98 and 24% in FY 98/99 behind strong integrated communication and
new pricing and media strategies.
 Grew Ace volume by 11% in FY 98/99 behind relaunching it as Ace ‘Hand and Matic’ to increase automatic
washing machine (WM) usage, supported by Arçelik WM endorsement advertising.
 Coached and trained 4 Assistant Brand Managers as direct reports. Promoted 2 into successful Brand
Manager roles in Turkey and one in Brussels at a regional assignment.
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Turkey, Assistant Brand Manager Ipana, Blendax and Ariel – Aug‘94 – Mar‘98
 Launched Ariel Mountain Breeze and led the Ariel ‘collar trace’ initiative, which corresponded to highest ever
share.
 Led the Blendax integrated re-invention, which composed of discontinuities in packaging, product,
concept/copy (Meltem Cumbul spot) and led to market leadership share in month 2 with record shipments
indexing 133 vs. previous record.
 Initiated and led the Ipana Line up Design Upgrade improving brand image and better variant differentiation.
 Initiated the Ipana School Program, which was run as a part of the elementary school curriculum.
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Part Time Assistant Brand Manager Ipana – Sep‘93 – Aug’94
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Summer Intern Ipana – Jun‘93 – Sep‘93
INTERESTS
 Horseback riding, Skiiing, Stage Musicals, Ballroom Dancing, Interior Design, Contemporary Art, Traveling