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Brand Strategy Director
Esra Ilgin
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I am a seasoned brand & creative strategist with 15+ years of experience in building brands and developing marketing ideas that deliver against short & long-term commercial objectives. I am a big picture thinker who can pair strategic rigour with creativity and am driven by my passion to make a difference. In an age where technology keeps rapidly changing people’s behaviours and their relationship with brands and where short-term marketing tactics have become the dominating noise, our main challenge as strategists is to create meaning and difference through the stories we tell & experiences we provide.
Language
German
Fluently
English
Fluently
French
Good
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2016 - 2020
job
Global Strategy Director
OGILVY London.
responsible for Walgreens Boots Alliance, American Express and Dove.
• Led a multi-disciplinary agency team for the Walgreens Boots global beauty brand portfolio and was responsible for
the development of go-to-market strategies, new brand and product launches and campaign platforms.
• Developed the challenger brand idea 'Be Certain with Soltan' to take on the UK's leading sun protection brands.
The campaign resulted in a sales uplift of 24%, moving the brand up from No3 to No2 position in the UK market.
• Led the global brand refresh for Dove Deodorants and strengthened its equity by launching a new
global communication platform that liberated women from the insecurities surrounding body hair and real armpits.
• Directed the brand strategy & product campaigns for American Express UK and drove the highest YoY increase in brand consideration along with strong acquisition results for Amex Cashback and Gold products in 2019.
• Led a multi-disciplinary agency team for the Walgreens Boots global beauty brand portfolio and was responsible for
the development of go-to-market strategies, new brand and product launches and campaign platforms.
• Developed the challenger brand idea 'Be Certain with Soltan' to take on the UK's leading sun protection brands.
The campaign resulted in a sales uplift of 24%, moving the brand up from No3 to No2 position in the UK market.
• Led the global brand refresh for Dove Deodorants and strengthened its equity by launching a new
global communication platform that liberated women from the insecurities surrounding body hair and real armpits.
• Directed the brand strategy & product campaigns for American Express UK and drove the highest YoY increase in brand consideration along with strong acquisition results for Amex Cashback and Gold products in 2019.
Brand identity, Integrated multi-channel campaigns, Creative Strategy, Marketing, Advertising
2010 - 2015
job
Independent Brand & Marketing Strategist
unknown.
Project based assignments with R/GA, Engine, Rainey Kelly/Y&R, Geometry, TBWA, M&C Saatchi, BAMM and Iris.
• Defined a new customer-centric brand experience for EON. Led the development of the digital self-service prototype.
• Reframed the digital experience of British Airways from flight booking engine to holiday planning destination.
• Created a global brand idea and content & channel plan for SIMPLE skincare to transform Britain's most sold
face wipes into an aspirational wellbeing brand for the health & happiness seeking generation.
• Ran ethnographic research and identified fresh insights for the likes of Nike Football and Nokia.
• Helped the Iris leadership team win the integrated Samsung Mobile business in the UK.
• Defined a new customer-centric brand experience for EON. Led the development of the digital self-service prototype.
• Reframed the digital experience of British Airways from flight booking engine to holiday planning destination.
• Created a global brand idea and content & channel plan for SIMPLE skincare to transform Britain's most sold
face wipes into an aspirational wellbeing brand for the health & happiness seeking generation.
• Ran ethnographic research and identified fresh insights for the likes of Nike Football and Nokia.
• Helped the Iris leadership team win the integrated Samsung Mobile business in the UK.
Research, Brand identity, Digital Marketing, Project Management, Public relations, Integrated multi-channel campaigns
2005 - 2010
job
Planning Director EMEA
Sony Ericsson and T-Mobile.
responsible for Olay, Sony Ericsson and T-Mobile
• Won a Silver Euro Effie for the commercial impact of Sony Ericsson's EMEA Walkman phone campaigns.
• Acted as lead strategist for Olay across Europe and white space markets and inspired fresh ideas with ethnography.
• Launched the world's first mobile internet service, T-Mobile 'web'n'walk, ' years before Apple took over the category.
• Won a Silver Euro Effie for the commercial impact of Sony Ericsson's EMEA Walkman phone campaigns.
• Acted as lead strategist for Olay across Europe and white space markets and inspired fresh ideas with ethnography.
• Launched the world's first mobile internet service, T-Mobile 'web'n'walk, ' years before Apple took over the category.
Planning, Brand identity, Marketing Campaigns, Creative Strategy, Advertising
2000 - 2005
job
Account Director
T-Mobile across Europe.
in charge of managing and running mass marketing campaigns
• Rebranded local mobile network providers for T-Mobile across Europe.
• Relaunched P&G's newly acquired Iams and Eukanuba pet food brands in 15 European markets.
1
WORK EXAMPLES
https://www.campaignlive.co.uk/article/boots-soltan-be-certain-soltan-ogilvy-uk/1466158
https://www.thedrum.com/news/2019/10/31/dove-celebrates-armpits-all-their-forms-smash-idealised-stereotype
https://adage.com/creativity/work/amazing-moments/47185
• Rebranded local mobile network providers for T-Mobile across Europe.
• Relaunched P&G's newly acquired Iams and Eukanuba pet food brands in 15 European markets.
1
WORK EXAMPLES
https://www.campaignlive.co.uk/article/boots-soltan-be-certain-soltan-ogilvy-uk/1466158
https://www.thedrum.com/news/2019/10/31/dove-celebrates-armpits-all-their-forms-smash-idealised-stereotype
https://adage.com/creativity/work/amazing-moments/47185
Project Management, Relationships, Content Production, Marketing Campaigns, Campaign development, Advertising
My education
1996
-
1999
Royal Holloway University of London
BSc, Management Studies
BSc, Management Studies
n/a
MBA, Mark Ritson
MBA, Mark Ritson
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