Founder Brand Consultant

AT BrandGuide is found by Abide Turan Katırcıoğlu who is a marketing lover and has spent 20 years in professional life at this field working at leading companies in Turkey.

She is graduated from Bilkent University with the third highest point average bachelor degree in Business Information Management in 2003. After graduation she started to study her MBA degree in Bilgi University.

She spent her 7 years in Turkmedya Media Group. She started to work as an Assistant Brand Manager and was promoted to Marketing Manager position at the end. She led brand management, advertising campaigns and business development of the newspaper (Akşam, Güneş and Tercüman), magazine (Alem, Stuff, Autocar, FourFourTwo, Platin) and radio (Alem FM and LigRadyo) groups. She was in the team who realized the first mobile newspaper project, first iPad newspaper project and many digital projects like the first coupon promotion campaign on SMS and digital platforms. All these projects was taken as leader models in the sector.

After her media journey for long years she started to work in DESA as an Advertising and PR Manager. With Desa she stepped into the fashion industry. In this company she was responsible for advertising campaigns, social media content management, PR, fashion shootings and celebrity collaborations. In Desa she was in the team who launched DESA NINETEENSEVENTYTWO upper segment brand for abroad markets and created brand strategy, marketing and PR activities on abroad, coordinate these activities with Italian PR and Social Media agencies. She was also responsible for Samsonite Türkiye and DKNY JEANS which are joint venture brands of DESA.

The next stop was Ziylan Group. As a Marketing Manager, she led marketing department to execute TV campaigns, social media content management, and PR by FLO, Kinetix, Lumberjack, Polaris, Sport in Street, Butigo and Dockers brands. Ziylan Group is the biggest shoe company in Turkey. In fashion retail sector, Kinetix, Flo, Polaris brands are the first ten brands by its market share in Turkey (Ipsos HGTE, 2018). While she was working in Ziylan Group Flo’s market share increased from 0,6 to 1,5 and Kinteix’s market share increased from 0,7 to 0,9 (Ipsos 2016 Summer), according to PR performance values, advertising equivalent ratio increased by %60 in press. She also did content management for digital platforms of the brands and practiced many influencer projects and street style shootings. She manage many TV campaigns for Flo, Lumberjack and Kinetix brands. One of them was as a part of ‘’Lovebrand’’ project ‘’Everyday Kinetix’’ advertisings with the popular singer Murat Dalkılıç.

In 2016 she started to work in KOTON which is the second fashion retail company by its market share in Turkey. In 2,5 years of her Koton life she led 11 TV campaigns which are 360 degree with the famous actress Fahriye Evcen. The campaigns whose objective were providing fashion life style at a great value won a lot of prizes such as Effie, The One Award, Kristal Elma, Felis, AYD and chosen one of the best advertising campaigns by the list of many marketing magazines. These campaign series became as a model for the fashion sector and many brands started to practise likewise. She also developed a sustainable and integrative content generation model for social media with the marketing team of Koton. She led some celebrity collaboration projects for new collections. She also practised influencer projects which are inline with the TV campaigns and seasonal initiatives.

After all academic and professional marketing experiences she has a vision to lead brands for generating sustainable strategy and creativity. In her marketing professional life she has the chance to practise in both side; Marketing Strategy and creative work. So, according to her marketing vision, there is one thing more important than developping right strategy for a brand; MAKING STRATEGY ACTIONABLE AND INTEGRATIVE  with all communication channels—Her sustainable strategy and creativity vision comes from this approach.

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Education

1998-2003 –  Bilkent University / Business Information Management

2004-2006 – Bilgi University / MBA

2019- Columbia University, New York / Digital Marketing

2021-Previous – İstanbul Ticaret University / Marketing Ph.D ( C )

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Professional Experiences

  • BBS / 2003-2004 / Corporate Communication Specialist
  • BAKAÇ REKLAM / 2004-2005 / Corporate Marketing Specialist
  • TURKMEDYA GROUP* / 2005-2012 / Marketing Manager

*Brands: Newspaper; Akşam, Güneş, Tercüman, Magazines; Alem, Stuff, Autocar, FourFourTwo, Platin, Radio Channels; Alem FM and LigRadyo

  • DESA / 2012-2014 / Advertising and PR Manager
  • ZİYLAN GROUP* / 2014-2016 / Marketing Manager

*Brands: Flo, Polaris, Lumberjack, Kinetix, Sport in Street, Butigo, Dockers

  • KOTON / 2016-2019 / Marketing Manager