CPD Accreditation

CPD Accreditation

Arçelik Value Based Pricing Training

Arçelik Value Based Pricing Training

Pınar Marketing Academy

Pınar Marketing Academy

Vodafone Marketing Academy

Vodafone Marketing Academy

Unilever Marketing Academy

Unilever Marketing Academy

Anadolu Efes Marketing Academy

Anadolu Efes Marketing Academy

Beiersdorf Marketing Academy

Beiersdorf Marketing Academy

Arçelik Modern Marketing Seminar

Arçelik Modern Marketing Seminar

Unleashing business potential through breakthrough marketing

About Us

100 Watts Consulting’s journey goes back to April 2012 but the idea was born way back to the start of my professional career at P&G in July 1992. During the first few months at P&G, I realized that I’m not fit to corporate life but I need to stay there and learn.

Eventually, I wanted to run my own business. I wanted to become an entrepreneur. I was even bold enough to tell this to my first boss about my intentions to start my own venture. Lucky enough he did not take me serious so I continued at P&G. Throughout my career my entrepreneurship spirit and pragmatism always helped me to overcome business issues quickly and effectively. This entrepreneurship spirit and the professional experience I built during years soon led to my consultancy start-up. Finding the name for the business proved to be difficult.

I was looking for something distinctive, memorable, something reflecting my ambition, energy and passion about business and also unconventional way of doing consultancy. During this soul searching period I came across to Steve Job’s bio. I read how he named his company Apple. Additionaly being born on the same date- Feb 24th was a strong sign to me. He had similar objective to mine and really wanted to be different from the industry where there are some big players like IBM, HP. He insisted on Apple name where he got some harsh criticism from his partners who did not find the name serious enough for a technology company. But as we know the rest is history… As per 100 Watts, this is the maximum power you can get from a bulb. Given all above, I decided to name my company- 100 Watts Consulting. I should admit that in the age of LED lights and CFL lights, a regular bulb became a bit out fashioned but let it be. I still want to keep ties with the past which reminds me where I’m coming from…







Arek Melemetci

Arek Melemetci

Founding Partner

[email protected]

Arek Melemetci

Founding Partner

[email protected]



100 Watts Consulting kurucu ortak Arek Melemetci tarafından Nisan 2012’de kurulmuştur.

Kendisinin, dünyanın önde gelen FMCG ve F&B şirketlerinde (Procter & Gamble, Diageo ve Ulker) 20 yıllık üst düzey yönetici ve stratejik liderlik deneyimi vardır.

Arek Melemetci kariyerine 1992 senesinde Procter & Gamble şirketinde Blendax ve Rejoice şampuan markalarında pazarlama müdürü olarak başlamıştır. Türkiye’de Prima ve Orkid markalarının ve Kafkasya Pazarlama Direktörlüğü görevine atanmadan önce, Rusya’da Sağlık ve Güzellik ürünleri pazarlama müdürlüğü ve İngiltere’de Doğu Avrupa’dan sorumlu Secret ve Old Spice markalarının marka müdürlüklerini yapmıştır.

Daha sonra 2002 senesinde Pazarlama Direktörü olarak Diageo şirketine geçmiştir. 2005 senesinde yine Diageo’nun Amsterdam merkez ofisinde Tanqueray ve Gordon’s markalarının küresel marka direktörlüğünü yapmıştır. Bu görevinde bağlı olan markaların küresel strateji ve önceliklerini belirlemiş ve yaklaşık 400 milyon USD bir portföyü yönetmiştir.

2009 senesinde Türkiye dönüşü Ülker firmasına geçmiştir. Ülker’de 600 milyon USD’lık bisküvi ve kek işinin pazarlama genel müdürlüğünü yapmıştır.

Arek Melemetci şu anda Koç Üniversitesi İşletme Ensititüsünde Integrated Marketing Communication dersi vermektedir.

Beril Afsar

Beril Afsar

Partner

[email protected]

Beril Afsar

Partner

[email protected]



Beril, tüketici odaklı bakışı ve stratejik düşünme yeteneği sayesinde organizasyonları etkileme becerisine sahip bir liderdir. Hızlı tüketim malları, bankacılık sektörü ve Telekom sektöründe geniş deneyime sahiptir. P&G, Citibank, Turkcell ve Vodafone gibi firmalarda pazarlama pozisyonlarında çalışmıştır.

Beril kariyerine hızlı tüketim malları sektörünün öncü kuruluşlarından olan, P&G Türkiye’de pazarlama departmanında başlamıştır. Şmpuan kategorisinde Pantene şampuanının Türkiye lansmanını başarılı bir şekilde yapmıştır.

Daha sonra bankacılık sektörüne geçip, Citibank’ın bireysel bankacılık hizmetlerinin Türkiye de kurulmasına öncülük etmiştir. Türkiye deki başarılı lansmanı sonrası Citibank’ın Avrupa merkezi olan Londra merkez ofiste pazarlama bölümünde çalışmıştır

Türkiye dönüşü sonrası, Turkcell de çalışan Beril, burada da Hazır kart ın lansmanında çalışmıştır.

Son olarak, Vodaone Türkiye nin ürün geliştirme ve fiyatlama bölümünde yine pazarlama bölümünde çalışmıştır. Vodafone’un Türkiye deki U- dönüşü başarı hikayesinde önemli bir rol oynamıştır. Vodafone daha sonra Beril’i ABD ofisinde görevlendirmiştir.

Beril, şu anda 100 Watts Consulting’in partner’ı olarak telekom projelerinde ve eğitim projelerinde görev almaktadır. Aynı zamanda New York ta Baruch College da ve NYU da Pazarlama dersleri vermektedir

Murat Elgün

Murat Elgün

Partner

[email protected]

Murat Elgün

Partner

[email protected]



Murat is a senior business executive with global marketing background. He has a proven track record of success in developing global and local brands, innovative product portfolios & organizational capabilities to fuel growth in various categories across different geographies. He managed businesses and teams in Turkey, Middle East, Pakistan, North Africa, Sub Sahara Africa and Central Asia. Murat has worked as a senior commercial executive and lead change for over 20 years in leading FMCG and F&B corporations  like Danone, Ontex Global, Braun, Pınar and Zyman Core Strategy Group. His category experience spans across baby food, dairy, personal care, food & beverage as well as durable goods.

Murat started his career at Procter & Gamble in Turkey in 1993 on Blendax and later joined Braun & Teba. He handled various roles serving as Brand Manager and Trade Marketing Manager for white goods, electric personal care and home appliances for Braun and Teba brands in Turkey.

He joined Danone Baby Food (then Royal Numico) in 1999 in Istanbul as Group Brand Manager. He then moved to Frankfurt in 2001 as the Global Brand Manager role for convenient baby food prior to his assignment in Amsterdam in 2003 as Marketing Coordinator in the HQ.

Between 2005-2009, he had Marketing Manager, Kids Category experience in Sütaş and Marketing Director Role in Pınar Food where he led a business of $500 million and a marketing budget of $20million for both dairy and meat & frozen food categories.

In 2009 he joined Zyman Core Strategy Group, an International Strategic Marketing & Management Consultancy Firm which has been established by well known CMO of Coca Cola, Sergio Zyman, where he helped companies utilize transformational strategies and proven principles to accelerate growth.

He joined Ontex Global in 2012 as Marketing Manager, then promoted first as Marketing Director MENA and then Marketing Director MEAA roles in Istanbul and Brussels respectively where he had contributed to the business growth, built new organizational capabilities and developed innovative product portfolios based on consumer insights in baby care and adult care categories.

Murat holds Industrial Engineer degree from Boğaziçi University and completed his Master Classes in Marketing in Istanbul University.

Murat is married and has a daughter at age 6.

Çağrı Güneysu

Çağrı Güneysu

Partner

[email protected]

Çağrı Güneysu

Partner

[email protected]consulting.com



Cagri is a marketing professional and design thinking facilitator with strong background and achievements in CPG and Telecommunication industries with a consumer-driven and creative business mindset. She is skilled in understanding consumers and developing insight leading to marketing strategy and product/experience design. She has handled various marketing roles for over ten years in global companies - Carlsberg, Nestlé, Pladis, and Vodafone. Her category experience includes alcoholic and non-alcoholic beverages, bakery, home broadband and consumer mobile.

Cagri started her marketing career at Carlsberg Turkey for brand management of Tuborg beer portfolio. She continued her career at Nestlé Turkey as responsible for leading Nescafé 3in1 and Nescafé Cappuccino brands. Thereafter, she joined Pladis Turkey to manage various leading brands in biscuit and cake categories.

Later, she stepped up her career in telecommunication and joined Vodafone Turkey. She has worked in home broadband and consumer mobile categories and experienced actively agile way of working and design thinking. Besides her responsibilities in Vodafone, she has become design thinking trainer and facilitator.

Cagri is now Partner Consultant at 100 Watts Consulting for design thinking. She is also a newly fashion start-up owner and photography student with love of sailing.

Boris Vorobyev

Boris Vorobyev

Partner

[email protected]

Boris Vorobyev

Partner

[email protected]



Boris is a senior Marketing and R&D executive with 20+ years of experience in Procter & Gamble, Wimm-Bill-Dann (Pepsico), FrieslandCampina and KraftHeinz, in both food and non-food categories, working primarily in Russia, Europe and Asia.

He has a proven track record of stepchanging business by developing first long-term strategic plan based on deep consumer, market and organizational understanding. And then executing it with it with speed and rigor. 

Throughout all his corporate assignments, Boris has been responsible for the full marketing mix which allowed him to develop deep firsthand understanding and experience.

Boris has started his career in 1998 in Procter & Gamble Russia, then moved to European HQ in Belgium, to the regional role for Ariel detergents in Central and Eastern Europe

After 9 years in P&G, in 2007 Boris returned to Russia and joined Wimm Bill Dann, the leading Russian Dairy company (acquired by Pepsico in 2011). Boris was responsible first for the biggest Dairy portfolio of ~1 bln$ annual revenue and later lead the strategic expansion into Asia

Boris then joined FrieslandCampina, another leading Dairy international company. After that, in 2016 Boris joined KraftHeinz as Marketing and R&D Director for Russia and CIS

Boris is currently located in Russia and as of 2020 works as a Marketing Consultant and Executive Coach

Özkan Başağa

Özkan Başağa

Partner

[email protected]

Özkan Başağa

Partner

[email protected]



Ozkan is a senior business leader with a proven record of success across key commercial and marketing functions within global FMCG companies. He is an entrepreneurial spirited strategic thinker who possesses a record of delivering business growth through “Best in class’ offline and online marketing execution across various markets. He has been in local, regional, and global management roles. The regional roles include the Balkans, Adriatic, and the CIS region. His broad FMCG experience covers confectionery, snacking, personal care, beverages, and Reduced Risk Nicotine Products (RRPs).

In his early career, Ozkan worked for Kraft Foods and Frito Lay handling various trade marketing and brand management roles. Later on, he moved to Gillette as Regional Business Manager responsible for Disposable Blades in the Med HUB which included Balkans, Adriatic, Israel, and Malta. After the P&G acquisition of Gillette, he moved to P&G Kazakhstan, managing Personal Care and Gillette Brands in the CIS region. His career progressed as he became Marketing Vice President and board member at Carlsberg Turkey. He left Carlsberg after the Israel Beer Breweries Ltd acquisition, then moved to Ulker Biscuits as Marketing Director for Biscuits Group. Ozkan’s most recent professional role has been in British American Tobacco as global Commercial Head of Heat not Burn products, where his experience on innovation peaked as he worked on the development and commercialization of BAT’s first Heat not Burn products, Glo and Kent Neo



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Our Approach

Assess

Assess

Where do we stand today? Understand the current situation, the capability gaps & what is required?

Develop

Develop

Develop all components of the Marketing Academy tailor to your need.

Deliver

Deliver

Embed and deliver Marketing Academy

Marketing Academy Framework

Why 100 Watts Learning?

Marketing Academy programs are designed specially for the needs of companies.





Practice

Providing opportunities to first hand try the tools and process during the program

Examples

Providing category relevant examples to aspire participants

Bespoke

Developing a custom made program uniquely designed for your company's needs

Holistic

Covering 4Ps (Promotion, Price, Product, Place) of marketing

Tools

Providing tools and processes to change the way to do marketing

Our Business

Azersun Marketing Academy

Azersun Marketing Academy capability and train the trainer program

Vodafone Marketing Academy

Vodafone Marketing Academy capability program

Arçelik Modern Marketing Training

Arçelik Modern Marketing Training

Ontex Marketing Academy

Ontex Marketing Academy capability program

BKM Marketing Academy

BKM Marketing Academy capability program

MediaBalans Marketing Academy

MediaBalans Marketing Academy Program

Vodafone Marketing Academy

Vodafone Marketing Academy Capability Program

Unilever Marketing Academy

Unilever Marketing Academy for UL Kazakhstan

İşBankası Marketing Academy

İşBankası Marketing Academy capability program

Anadolu Efes Marketing Academy

Anadolu Efes Marketing Academy capability program

Beiersdorf Marketing Academy

Beiersdorf Marketing Academy capability program

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