Overview
Brand & Commercialization Executive Jobs in Istanbul, Türkiye at Ülker
At Ülker – part of pladis Global, we all know what it means to ‘bring it’. Whether it’s our passion, team spirit or go-getting attitude. Our courage. Our ownership. Our whole selves. Our care and compassion. We bring it. Day in, day out.
Ülker stands as a leading food company in Turkiye and its region, supported by its successful international operations. Our 16,000 colleagues – across our global network of bakeries, distribution sites and offices – each with their own unique, diverse experience of happiness, come together with one shared purpose: to bring happiness with every bite, we say: “Winning feels good, winning together feels better!”
pladis is looking for Brand & Commercialization Executive for our pladis MENAI Export Team.
Key Deliverables
1. Commercialization & Project Management
- Lead the full commercialization process for innovation, renovation, and packaging changes from idea to market launch.
- Own the project timeline, risk assessment, and cross-functional alignment across R&D, Supply Chain, Finance, Regulatory, Sales, and external partners.
- Drive stage-gate processes and ensure all deliverables are completed in alignment with corporate governance requirements.
- Partner with Supply Chain to secure capacity, validate technical feasibility, and ensure operational readiness.
- Work with Finance to build robust business cases, validate P&L impact, and manage project budgets.
- Facilitate artwork development, packaging approvals, and translation alignment in partnership with internal and external creative agencies.
- Ensure projects deliver on time with high quality standards and smooth transition to business-as-usual.
2. Brand Strategy & Management
- Lead development and execution of the annual brand plan, aligned with global/regional strategies and category dynamics.
- Manage brand performance through regular analysis of market share, sales trends, consumer insights, and competitive activity.
- Build equity-building campaigns using integrated marketing communications (ATL, BTL, digital, in-store).
- Define brand positioning, value proposition, and messaging across all touchpoints.
- Partner with media, creative, and digital agencies to develop high-impact brand campaigns.
- Identify consumer pain points, growth opportunities, and whitespace areas for innovation.
- Ensure brand consistency across packaging, communication materials, and customer activations.
3. Innovation & Portfolio Leadership
- Identify innovation opportunities based on consumer trends, competitive mapping, and customer insights.
- Support portfolio strategy including SKU rationalization, premiumization, and strategic growth platforms.
- Collaborate closely with Sales to translate brand strategies into customer-led initiatives and category stories.
- Lead post‑launch reviews to evaluate performance, learnings, and scale-up recommendations.
4. Cross‑Functional Leadership & Stakeholder Management
- Serve as the central point of contact for all project and brand-related updates.
- Drive alignment across global, regional, and local teams to ensure strategic coherence.
- Communicate project status, risks, and mitigation plans to senior leadership.
- Build strong relationships with key external partners including agencies, suppliers, and research firms.
What do you need for this role?
- 3-5 years of experience in brand management, commercialization, or product management (FMCG preferred).
- Bachelor’s degree in marketing, Business Administration, or a related field.
- Excellent communication and presentation skills.
- Proficiency in digital marketing and modern marketing tools.
- Fluency in English; knowledge of Arabic is a plus.
Our values
We bring happiness with every bite. It’s a purpose that every one of our colleagues, all around the world believes in. And while we’re all unique, we share the same values. These define who we are, how we interact, and get things done. How we deliver our purpose and keep bringing happiness to the world.
- Purpose-led… because we’re energized and guided by our promise to bring happiness with every bite.
- Agile… because we’re ever evolving, we never stand still, always improving for our customers and consumers.
- Collaborative… because we gain strength from operating as one pladis, winning and succeeding together.
- Resilient… because we’re persistent in the face of setbacks, quick to adapt, learn, and move forward.
- Positive… because we’re highly motivated, optimistic, courageous, and we inspire each other to be better.
Inclusion, diversity, and equity are an important part of who we are and what we stand for as an employer. They are central to everything we do and are reflected across our business. pladis brings together brands and people from around the globe – and this diversity is our great strength. Because we want everyone to bring their true, whole self to pladis. We value colleagues for their uniqueness – we all have a voice that’s heard and respected.
We’re an equal opportunity employer and believe in encouraging an inclusive environment where we celebrate the diversity of thinking and respect everyone’s distinctive qualities and perspectives.
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Title: Brand & Commercialization Executive
Company: Ülker
Location: Istanbul, Türkiye
Category:
