Busra Arabul

7+ years of experience across consumer brands and international organizations, driving acquisition, conversion, retention and digital sales growth. Combines brand building and consumer acquisition with digital growth, bringing hands-on experience across D2C websites, marketplaces, CRM, performance marketing, SEO/CRO and integrated campaigns. Experienced in translating consumer and performance insights into commercial actions and measurable growth, while managing media budgets, agencies and cross-functional stakeholders across Türkiye, Europe and South Africa.

Senior Performance & Digital Marketing Executive at LABORATOIRES EXPANSCIENCE (Mustela, Lierac, Phyto, R&G) (2026-06 – Present)

Reporting to the Group Marketing Manager

• Managed Mustela.com.tr on Shopify Plus across day-to-day D2C e-commerce operations, including product and category management, onsite content, campaign implementation, promotional mechanics and digital merchandising, collaborating with global Digital and E-commerce teams on Shopify initiatives and local requirements.
• Managed CRM and lifecycle marketing initiatives across campaign communications and customer journeys, including welcome, abandoned-cart, post-purchase and re-engagement flows to support conversion, repeat purchase and retention.
• Developed conversion and CRO initiatives including bundles, gift-with-purchase and cross-sell mechanics, using traffic, conversion, AOV and Hotjar behavioral insights to identify customer journey and commercial growth opportunities.
• Managed SEO and paid media performance across Google Shopping, Performance Max and Meta, overseeing agency performance and monitoring ROAS, CPA, traffic and commercial KPIs to guide optimization.
• Managed marketplace commercial performance and retail media across Mustela and the wider brand portfolio on Trendyol, Hepsiburada and Amazon, tracking revenue, unit sales, ROAS, SKU performance and monthly stock requirements while managing platform campaigns, Trendyol Seller Center advertising, coupons, bundles, gift-with-purchase mechanics and product visibility initiatives.

Regional Digital Marketing Manager at DELIVERY HERO (yemeksepeti, foodora) (2025-02 – 2026-05)

Reporting to the Senior Marketing Manager

• Led regional digital marketing and growth initiatives across Türkiye and six European markets for yemeksepeti and foodora brands, translating commercial priorities into acquisition, conversion and online sales strategies.
• Led full-funnel paid media strategy across Google Ads and Meta Ads, covering customer acquisition, retargeting and conversion campaigns with ownership of media planning, budget allocation, audience strategy, performance monitoring and optimization.
• Managed integrated digital campaigns and creative development, translating commercial campaigns and promotions into market-specific media activation.
• Partnered with Commercial, CRM and Product teams to align regional digital marketing priorities with acquisition, conversion and online sales objectives across markets, using conversion, CPA, AOV, ROAS and sales performance to guide investment and optimization decisions.

Regional Digital Marketing Manager — Achievements & Projects at DELIVERY HERO (yemeksepeti, foodora) (2025-02 – 2026-05)

• Increased retargeting campaign revenue by 15% through behavior-based segmentation and high-intent audience strategies across Meta and Google.
• Improved ROAS by 20% YoY across European markets by reallocating media investment toward higher-performing channels, audiences and campaigns.
• Increased conversion rate by 15% and AOV by 10% through funnel optimization, cross-sell, product recommendation and basket-building initiatives.
• Increased user acquisition despite a 30% QoQ reduction in European media budgets by reallocating investment toward higher-performing channels and markets, protecting acquisition growth under tighter commercial constraints.

Marketing Executive at YEMEKSEPETI (2024-06 – 2025-02)

Reporting to the Senior Manager

• Managed consumer-facing materials across social media, paid social, website content, influencer collaborations and campaign performance, supporting brand and growth objectives.
• Executed integrated consumer and commercial campaigns in Türkiye, translating promotions and partnerships into paid media, social, influencer and on-app activations, including campaign banners and digital placements coordinated with Commercial, Product and creative teams.
• Managed social media and influencer marketing across Instagram, Facebook, TikTok and YouTube, including content planning, creator selection, creative briefing, campaign activation, paid amplification and performance follow-up.
• Managed hands-on Meta Ads campaign execution across prospecting and retargeting, building Lookalike, cart-abandonment and high-intent audiences and optimizing campaigns against conversion, CPA and sales performance.
• Used consumer insights across add-to-cart, checkout and purchase stages to identify behavioral trends and funnel drop-offs, partnering with Product and UI/UX teams on product recommendation, cross-sell and basket-building initiatives to improve conversion and AOV.

Marketing Executive — Achievements & Projects at YEMEKSEPETI (2024-06 – 2025-02)

• Increased conversion rate by 15% in Türkiye through behavior-based Meta retargeting across cart-abandonment and high-intent audiences.
• Reduced paid-social CPA by 12% in Türkiye through audience restructuring across prospecting, Lookalike and high-intent segments while maintaining acquisition volume.
• Planned and optimized Meta and TikTok campaigns, delivering a 20% increase in MQLs within three months, with 40% converting into existing accounts.
• Executed a reactivation campaign targeting churned customers, increasing retention by 25% and driving higher platform logins.

Global Marketing Specialist – Türkiye & South Africa at KUEHNE + NAGEL (2023-01 – 2024-07)

Reporting to the Global Marketing Manager (based in Switzerland) and Dotted-line to the National Sales and Marketing Director

• Managed digital marketing strategy across Türkiye and South Africa, adapting global priorities into local plans across brand awareness, customer acquisition and digital sales growth.
• Owned paid media strategy and media investment across Google Ads, Meta, LinkedIn, GDN and YouTube, managing budgets and agency partnerships across campaign planning, audience strategy, creative briefing, optimization and performance reviews.
• Led integrated brand awareness and acquisition campaigns across paid media, display, landing pages and CRM, email marketing, working with agencies on campaign concepts, messaging and creative development while maintaining global brand consistency.
• Connected paid media with CRM and email marketing across the customer journey, using audience segmentation, retargeting and lifecycle communications to move customers from website engagement and registration through online booking.
• Developed digital sales campaigns for myKN app, Kuehne+Nagel’s digital sales and online booking platform, using paid media, CRM/email marketing and promotional mechanics to drive platform adoption, first booking, repeat booking and customer reactivation.
• Managed full-funnel marketing and digital sales performance across CPC, CTR, CPL, CPA, conversion, revenue and ROAS, translating results into media, audience and campaign optimization decisions with Sales, Product and global Marketing teams.

Global Marketing Specialist – Türkiye & South Africa — Achievements & Projects at KUEHNE + NAGEL (2023-01 – 2024-07)

• Increased Marketing Qualified Leads by 40% YoY through multi-channel acquisition campaigns; 70% converted into prospecting accounts, contributing an additional 7% in sales volume.
• Increased online bookings by 6% YoY through integrated paid media, CRM and digital sales campaigns supporting adoption and conversion on the app.
• Increased dormant-customer retention by 25% through an integrated CRM/email marketing, paid social, display and search campaign that re-engaged customers and drove them back to the app.

National Marketing & Digital Sales Expert at KUEHNE + NAGEL (2021-10 – 2023-01)

Reporting to the National Sales and Marketing Director

• Managed CRM, email marketing and marketing automation through Microsoft Dynamics 365 and ClickDimensions, including audience segmentation, campaign planning, personalized communications and behavior-based customer journeys.
• Led the launch and day-to-day management of Kuehne+Nagel Türkiye’s first local content website through Liferay CMS, managing content architecture, onsite content and lead-generation touchpoints in collaboration with global Digital, IT and UX/UI teams.
• Built and managed the local SEO and content strategy, covering keyword research, competitor analysis, long-tail content, on-page optimization and conversion-focused contact forms to grow organic traffic and inbound demand.
• Developed connected customer journeys across the website, CRM and the app, using targeted email and automated flows for registration, abandoned quotations, first booking, repeat booking and customer reactivation.
• Managed the digital sales performance across registration, quotation and booking stages, using customer behavior and conversion data to identify opportunities to improve platform adoption and online sales.
• Worked closely with regional and global Marketing teams, adapting global campaigns, content and digital initiatives to local customer and commercial priorities.

National Marketing & Digital Sales Expert — Achievements & Projects at KUEHNE + NAGEL (2021-10 – 2023-01)

• Increased email open rates by 8% and CTR by 3% YoY through audience segmentation, personalized messaging and customer journey optimization.
• Grew monthly organic website traffic by 60% within six months of launch through long-tail SEO, optimized content and backlink development.
• Increased inbound lead generation by 40% through SEO-led content and conversion-focused contact forms across key website pages.

Marketing Assistant at STANLEY BLACK & DECKER (2019-05 – 2021-09)

Reporting to the Channel Marketing Manager

• Supported omnichannel marketing across BLACK+DECKER, STANLEY and DEWALT brands, adapting global brand and product communication to consumer, DIY and professional audiences across digital, e-commerce and retail channels in Türkiye.
• Managed day-to-day content and commercial operations for 2 e-commerce websites through WordPress, including SEO-optimized product pages, product content, stock availability and website sales performance analysis.
• Coordinated e-commerce and retail execution across Amazon, Trendyol, Koçtaş and Bauhaus, managing product listings, digital shelf content, banners, marketplace campaign periods and stock availability to support product visibility and online sales.
• Coordinated social media and digital content with digital agencies, covering content calendars, localization, creative briefing and approvals, campaign execution and performance follow-up.
• Supported new product launches across digital, e-commerce and retail channels, conducting market, competitor and price-positioning analysis and localizing global product materials, claims and creative assets for Türkiye.
• Supported retail and trade marketing activations including POS/POP, in-store displays, bundles and gift-with-purchase, working with Sales, Channel and Trade Marketing teams while monitoring sell-in, sell-out, stock, forecasts and marketing expenditure.

Marketing Assistant — Achievements & Projects at STANLEY BLACK & DECKER (2019-05 – 2021-09)

• Supported 10+ product/SKU launches across three global brands, coordinating localized go-to-market execution across websites, e-commerce, social media and retail channels.
• Managed digital shelf and promotional execution for 100+ SKUs across four major e-commerce and retail platforms, maintaining product content, campaign visibility and stock availability across key online channels.
• Delivered 12+ omnichannel promotional campaigns annually, coordinating digital, e-commerce, social media and retail execution with agencies and commercial teams around key campaign periods.

Marketing Assistant at Abercrombie & Fitch (2017 – 2018)

Purchasing & Supply Intern at Borusan Otomotiv – BMW (2015)

Postgraduate in Marketing Communication – British Columbia Institute of Technology (2018 – 2019)

Diploma in Business Communication – Greystone College (2017 – 2018)

Bachelor’s Degree in Economics – Yeditepe University (2012 – 2016)