Download Murat Onuk Resume 2012

MURAT ONUK
[email protected] (+90 506 781-5101 - +90 532 254-9353) – US Phone : +1 425 296-0585
GENERAL MANAGEMENT-VP-DIRECTOR of MARKETING
(MARKETING,SALES and BUSINESS DEVELOPMENT)
Highly-focused marketing and business development leader with extensive international experience in
growing sales and profits for SME’s and a Fortune 500 company in the computer hardware and software
industries. Proven ability to initiate creative marketing and sales programs delivering immediate
results.Expertise in revitalizing organizational performance via cutting-edge strategic planning and business
development programs. Skills include problem solving, process reengineering,business unit leadership,
marketing initiatives and incentive programs. Recognized as an energetic leader, strong motivator,
noteworthy communicator and exceptional innovator with superior business acumen. Lengthy track record of
working with world-leading partners and delivering multi-million-dollar gains and triple-digit growth.
Areas of Strength
 Leadership
 Business Development  International Marketing  Profit Growth
 Sales Development  Execution
 Channel Expansion  Distributor Relations
 Cross Functional Teams  International Business
 Emerging Markets
 Product Management
 Strategic Planning
 Process Improvement  Retail Business
 Key Acc. Management
 Market Analysis
 Product Roadmap
 Entrepreneurship
 Start Ups
Professional Experience
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ADVISOR to the CEO of TURK TELEKOM
TURK TELEKOM CORPORATION,Istanbul
2010 October –
Advisor to the CEO of Turk Telekom,the incumbent fixed line and wholesale broadband internet service provider
of Turkey.15 million+ subscribers, approx. US$ 5 Billion+ revenue ,90%+ market share.
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Working closely with the CEO of Turk Telekom.
Advising the CEO for marketing,business&product development,sales and channel related
issues.
Assisting CEO and the Board to better analyze the dynamics of the company’s and its’
competitors’ businesses so that sound investment and merger&acquisiton decisions can be made.
Assisted crafting the broadband penetration strategy of Turk Telekom.As a part of this strategy
Turk Telekom made huge investments to cover the nation with a fiber network and made the
commercial launch as of February 2012.
Revenue increased 10% YOY and profit increased 5% YOY.
Turk Telekom has been awarded “The most valuable brand in Turkey 2011” by Brandfinance.
Turk Telekom has been awarded the “Gold award” by League of American Communications
Professionals, for the Turk Telekom Organizational Communications Program.( Value to
Turkey, Worth to Turkey).
Turk Telekom also has been awarded 3 Galaxy 2011 awards.Silver,Bronze and Honor in the
PR,Brand Revamp and Cause Related Marketing categories.
VICE PRESIDENT of MARKETING
TTNET CORPORATION,Istanbul
2009 August -2010 October
VP of Marketing in TTNET,the incumbent broadband internet service provider of Turkey.6 million+ subscribers,
approx. US$ 1,7 Billion+ revenue, 85%+ market share.Managing all aspects of marketing and business
development through a team of 100 marketing employees.
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Initially made an assessment of the marketing organization and the team.Based on the
assessment, prepared a plan,re-organized the marketing and grew the team from 30 to 100
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people within a year.Increased the ratio of marketing employees with a marketing background
from 25% to 90%.
Planned and organized the most comprehensive computer and internet usage market research
ever done in Turkey.Representing 18,5 million+ households and 2 million+ businesses.
Based on the research, prepared the marketing plan which was successfully executed.The main
target of the marketing plan was making TTNET one stop shop for all communication and
internet related needs.
Prepared and launched the “Everything is possible with TTNET” campaign to reposition the
brand and to better communicate the new vision&strategy of the company.
Managed a marketing budget of US$60 million+.
Was responsible from preparing and airing more than 20 commercials on TV.
Grew the net subscriber base by 300K+ within a year (which was the highest addition within a
year since then).
Grew the overall revenue by 18% YOY.
Revamped tariffs to better address customer needs and increase profitability.
o Grew the contracted customer base by 23%.
o Crafted a new upsell strategy and upsell increased approx. 105% YOY.
o Decreased churn 13% by redesigning the churn process and churn offers.
o Increased the ARPU by 8%.
Prepared the value added services plan.Launched and revamped many service offerings.Revenue
from Value Added Services grew by 193%.
Launched Turkey’s first IPTV Platform “Tivibu” and acquired 300K+ subscribers within 6
months.
Redesigned TTNET Muzik and launched TTNET Muzik mobile applications.As a result grew
the streaming of music by 1500% and grew the monthly revenue from nearly zero to US$ 300K.
Revamped TTNET Isyerim service offerings (for SME’s) and grew the SME business more
than 500% within a year.
Prepared the business plan and hired people to launch “TTNET Playstore”,”TTNET
Alo”,”TTNET Mobile” which was launched later on.
Planned and executed “PC with internet” campaigns and grew the PC sales with internet by
1000%+ within a year,having a market share of 90% in PC sales between fixed and mobile
operators.10% market share in the overall PC market.(also decreased bad debt from 40% to 3%)
TTNET Wifi service has 10K+ wifi locations in Turkey.Based on these numbers it’s in the top
10 wifi network WW.Based on usage statictics reorganized the wifi locations,executed a
marketing campaign and increased the usage by 50% within a year.Wifi is a key competitive
advantage of TTNET vs 3G offerings of mobile operators.
Worked very closely with the mobile arm (Avea Corp.) of the Turk Telekom Group to launch
converged services and launched TTNET 3G services.
TTNET pioneered the social media marketing activities in the communications industry.The
social media strategy was established from scratch,executed successfully and as a result
TTNET and it’s related brands have one the of largest fan bases in the social media in
Turkey,including all industries. TTNET also pioneered customer support through social media.
For the executions and achievements in 2010,TTNET got 6 different Stevie Awards :
o Distunguished Honorees in:
 Fastest-Growing Company of the Year in the Middle East and Africa,
 Fastest-Growing Company of the Year in Europe,
 Communications or PR Campaign of the Year - Marketing - Consumer
Services, (Tivibu)
 Communications or PR Campaign of the Year - Social Media Focused (TTNET
Support through Social Media)
 Marketing Campaign of the Year for a Service (Tivibu)
 Best New Product or Service of the Year – Telecommunications (TTNET
Muzik)
Murat Onuk was chosen in the top 25 marketing executives of Turkey in 2010 by the most
prestigious business magazine “Capital”.
He was also nominated as one of the Top 17 marketing executives of the year 2010 by another
magazine “Mediacat”. He became No:1 on the online survey.
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SENIOR CHANNEL AND BUSINESS DEVELOPMENT MANAGER, Emea Region and WW
MICROSOFT CORPORATION, Redmond,WA
2006-2008 Emea
2008-2009 WW
Acted as primary business bridge between the region and headquarters. Business group’s product and channel
expert helping subs managing day to day sales, channel marketing and operations of the Hardware and Consumer
Retail and OEM products .
2008 onwards managing sales and marketing of Microsoft Hardware and Consumer products through WW Direct
OEM and Multinational Accounts.Direct OEM’s are the largest national PC manufacturers and MNA’s are the
largest PC manufacturers WW. Some of these accounts are HP, Dell, Samsung, Lenovo. They represent a huge
chunk of Microsoft revenue and there are approx.700 accounts WW.
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Defined areas to improve and prepared a business plan to address those improvement
areas.Planned and implemented new distributor sales and marketing tools.
Achieved a 60% growth in revenue between FY05-FY08 in US$ 300M Business. Gained
significant market share from competitors in CY2006 and CY2007 in key subsidiaries, UK,
France, Germany, Italy, NL, Spain and Nordic region.
Contributing to various marketing and sales initiatives delivering more than US$ 3B revenue.
Drove out costs and increased operational efficiency by combining two different channel plans.
Drove expansion into Central and Eastern Europe and Middle East & Africa regions, yielding
192% sales gain in two years.
Created the sales & marketing vision and strategy for the MNA and DOEM hardware business.
Represented MNA and DOEM interests when marketing shaped its overall product roadmap and
for the first time in the group’s history these two channels needs were integrated into to the
overall plan.
INTERNATIONAL MARKETING MANAGER, Emea Region
MICROSOFT CORPORATION, Redmond, WA
2004-2006
(Promoted to Microsoft Corporation Headquarters and moved to Redmond, WA USA.)
Managed marketing of Microsoft Hardware and Consumer products in EMEA Distribution and Breadth Channel
working through 79+ subsidiaries, 650+ distributors and tens of thousands of resellers.
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Contributed to a 5 year Business Plan with a target of CAGR 15% and tracked successfully to
the plan in the EMEA region.
Planned and executed the longest and most successful road show in Microsoft HW history (15
countries in 3 months).
Contributed to the Channel Marketing and Business development plans of the top subsidiaries.
Defined new product families, localization plans and launch strategies for new products.
Recognized several times as the “Marketer of the Month” for contributions to the overall team.
RETAIL CHANNEL & PRODUCT MARKETING MANAGER
MICROSOFT TURKEY, Istanbul
1999-2004
Managed marketing and sales of Microsoft products to end users through retailers and resellers.Developed a
comprehensive marketing strategy that incorporates industry, audience, product and partner analyses, and aligned
with both Regional and Global marketing strategies.Realigned the distribution channel around the Microsoft
consumer products and established a strong presence in retailers and resellers.
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Grew the consumer retail software and hardware businesses more than 2000% in 5 years.
Turkish consumer business was in the top 3 most successful consumer businesses Microsoft
WW.
Retail Channel was the highest growing segment of MS Turkey between 1999 to 2004.MS was
perceived by dealers as one of the top 3 brands in computer retail market.
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Pioneered the launch of a 12-member Outsource Merchandising group to visit dealers and
retailers and improve visual merchandising, POP replenishment, campaign announcements,
stickering and mall promotions. Grew into one the largest computer-retailing merchandising
operations in Turkey.
Recognized globally for the best practices in Turkey for consecutive 4 years and presented to the
WW Consumer Business team in global meetings.
SYSTEM BUILDER OEM CHANNEL ACCOUNT & MARKETING MANAGER
MICROSOFT TURKEY, Istanbul
2001-2004
Additional to respossibilites in product and retail channel management, also managed the top 40 System Builder
Accounts of MS Turkey and led the marketing for the OEM Channel.
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These System Builder accounts succeeded a growth of 84% in FY02, during the nation’s worst
economic crisis in its history and another 67% in FY03.
Through successful integrated marketing campaigns grew the Commercial OEM Software
revenue by 42% in FY02 and another 80% in FY03.
SALES&MARKETING DIRECTOR
METROPOL DISTRIBUTION&PUBLISHING INC, Istanbul
1998- 1999
Reporting directly to General Manager; managed a team of 33 marketing, sales, logistics,warehouse and finance
employees. Drove daily operations as well as forecasting, budgeting and planning for new and existing
businesses.Worked closely with software producers WW to produce the right edutainment software titles for the
market.
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Increased revenue by 45% within months, and within a year positioned Metropol as the largest
CD-Rom and Computer Books distributor in Turkey, with 50%+ market share.
Developed business relations with multiple global software publishers and distributors,including
Microsoft, Electronic Arts, Gremlin, Eidos, UbiSoft, Infograme, Interplay, Lucas Arts, The
Learning Company, Dorling Kindersley, Cendant Software, Pinnacle, Acclaim, Gem Ltd.
In August 98,Metropol acquired the ”Pc Market”, Turkey’s only mail order magazine in
Computer Industry in 1998.
In six months, Pc Market increased its average monthly circulation from 1200 to 19770, and its’
monthly revenue from product sales grew approx. 800%.
MULTIMEDIA DEPARTMENT MANAGER
INTERACTIVE COMPUTER INC, Istanbul
1996-1998
Established the multimedia deparment within this distributor company. Crafted the the vision,strategy and executed
the business plan through a team of 6.Worked together with software companies, on all stages of production from
the concept to development and marketing. Created new product lines and initiated new distribution and sales
channels.
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Grew the reseller network from 5 wholesalers to 29 and from 9 resellers to 220, including the
largest retailers of Turkey.
Grew average monthly revenue from $10K to $200K, gaining 65% market share in Turkish
Multimedia Software Market
FOREIGN TRADE MARKETING MANAGER
ELEKTROSER INC. – DIST.of REX-ROTARY COPIERS, Istanbul
1993 – 1996
Worked closely with the manufacturer of the Rex Rotary copiers to carry out a full range of marketing activities in
the local market. Helped to establish the product range, pricing, and marketing programs.
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Improved forecasting model and order management
Expanded the product range 30% and grew revenue 55% in a year.
Professional memberships
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Founder and First President
Unesco Istanbul Cultural Club, 1995 - 1998
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Member, Board of Directors
International Relations Club,University of Istanbul-1996
Education
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BA in International Relations (Major in Economics)
University of Istanbul, Faculty of Economics