Wendy Orhan

Leading all corporate brand activity to build brand affinity, ultimately aimed at inducing customer preference and ensuring license to operate in over 100 counties. Full accountability of group brand communications to support annual sales of 12 billion USD.

Dimensions:

• Commissioning audience research across key markets (brand diagnosis)
• Re-defining audience, brand position, brand codes, and brand objectives (strategy)
• Crafting and implementing a global brand campaign (tactics)
• Defining a channel strategy and leading daily brand communications for the group (tactics)
• Leading an in-house creative studio and communications team and managing agency partner scope and delivery.

Reporting to the CMO, leading the communications function for this B2B technology business, protecting and promoting the brand image, its products, and services.

Dimensions:

• Full accountability for all external communications across fourteen markets
• Leading employee communications and employee campaigns
• Ownership of the marketing planning process
• Leading brand development and launch communication to introduce new technologies
• Six direct reports across events marketing, social media, design, PR and communications.

A fixed term contract with the Alshaya Group, responsible for all marketing programs and activities to support the Starbucks brand across ten countries in the Middle East and North Africa. Leading a large team in all marketing communications and channel activity to support the brand's substantial growth plans across the region.

Dimensions:

• Leading a team of twelve based across three markets, overseeing store experience, digital marketing, CRM, CSR communication and PR
• Contributing to the overall Starbucks marketing strategy for MENA and leading the integrated marketing communication strategy and 2021 calendar of activity
• Owning all third-party relationships and budget of 3.5 million USD
• Steering UX improvement for all digital platforms, by formulating clear objectives and ensuring measurable performance.

A leadership role in the UK Retail marketing team, responsible for a large creative and multi-disciplinary team overseeing all communications, advertising campaigns, and promotions to deliver ambitious sales targets for the UK Shell Retail business.

Dimensions:

• Nine direct reports, with responsibility for all paid, owned and earned communications and channels.
• Commissioning cross-agency teams to deliver traditional advertising supporting Shell's mobility (traditional fuels, electric vehicles charging, carbon offsetting) and convenience retail (Jamie Oliver Delhi by Shell, Little Waitrose, Uber Eats, and Costa) targets and offers.
• Leading design & print agencies to develop BTL campaigns across 1200 retail sites, serving 5M customers per week and 1.5M loyalty scheme registered customers
• Full accountability of annual plans and a £12M budget.

A high impact role, driving the Shell brand narrative and marketing agenda globally. The role required all disciplines of strategic marketing communications with a strong focus on brand positioning through thought-leadership, digital campaigns and activations across all channels and markets. Demonstrated experience leading innovative branded content partnerships (The New York Times, CNN, Washington Post) to increase campaign reach and engagement.

Dimensions:

• Leading the strategic direction of Shell's global brand campaign #MakeTheFuture aimed at building brand affinity among millennials, delivered primarily through digital and social channels.
• The campaign delivered a 15% increase in global brand trust scores over three years.
• Managing multiple external and internal stakeholders and businesses
• Regular interaction with VPs and EVPs across the business
• Leading the creation of award-winning storytelling across UK, USA, Netherlands and Brazil
• Shared budget responsibility $40 Million
• Previous roles