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Pınar Güzey, Head of Marketing and Digital at Maher Holding, was selected by the jury of Milliyet Executive as one of the 50 most effective CMOS in Turkey, which stands out for their performance in the field of marketing. Güzey drew attention as the only holding CMO on the list where important names from the business world came together.
"Milliyet Executive" magazine has brought a new breath to the business world with the topics such as the CEO world, recent economic trends, innovation, entrepreneurship, startup, and the new economy that shapes the sector’s future. Milliyet Executive, based on the fact that brands that make a difference in the eyes of consumers are only possible with a successful marketing leader, formed an essential advisory board and selected the top 50 names of Turkey in this field.
Within the scope of the “50 Most Effective CMOs” research conducted by BMI in cooperation with Data Expert, more than 800 organizations were identified based on the 500 lists announced in Turkey, companies listed on the stock exchange, holdings, and applications made to the research. The most senior marketing manager of these organizations, who were included in the research in terms of turnover and asset size, number of employees, and reputation of the organization in the sector, was reached.
Pınar Güzey: “We are shaping our strategy with new generation marketing and digitalization trends.”
While almost half of the list consists of female managers, Pınar Güzey, who stands out as the only name representing the holding, draws attention to the innovative marketing activities created by digital-based projects, especially Quick Sigorta. Especially the projects at Quick Sigorta, which has been carrying out revolutionary digital studies in its sector since its founding, are among the most important.
Saying that they use traditional marketing methods as well as digital and innovative projects such as “Agent, not Acente,” the first hybrid application in the insurance sector that brings insurance customers together with an agent on an online platform in the most effective way, Güzey explains their integrated marketing perspective as follows: “We are shaping our strategy with new generation marketing and digitalization trends. Digitalization is at the center of today and the future, but we have a brand storytelling perspective that embraces all marketing channels and dynamics and grows with consumer interactions. Of course, the importance of digital is high, but every area where we come into contact with the consumer is valuable to us. Because while going digital, it is essential not to break away from personal experiences but to balance digital and analog by focusing more on human values. While doing these things, we aim to build a structure that can take quick action and be the pioneer of change.
It is one of the best examples that we realized the gap in the motorcycle market in 2019 and turned to this field with a versatile marketing approach. In these studies, where we focus on brand awareness and establishing a reliable bond with the motorcycle community rather than price; sponsoring almost all motorcycle festivals, starting a social responsibility project with “Recognize the Motorist” dressings on buses and promotional products distributed all over the country and signing the Quick Routes project with two travelers and motorcycle lovers are among the top priorities. For this reason, we need to use digital communication channels in many areas and be in the field. These other areas include sponsoring the HSSK team, participating in sailing races, collaborating with Tiyatronet, and bringing digital into contact with art…
On the other hand, we act like a media company by producing effective content in online and offline channels and approach our work with the publisher reflex. So much so that we have many publications: These include QMAG, which is both printed and distributed and published as an e-journal, QBLOG, where current lifestyle and industry news are published; QSÖZLÜK, which is followed with interest on our website and Youtube, and of course, our social media accounts that we actively use. Our priority in all our publications is not to gain customers but readers/viewers. All this brings about an intense and sustainable bond between the end user and our agents. In summary, while digitalization is the center of marketing, raising the customer-oriented approach at the same rate is essential. When you spread this vision to the corporate culture, it is as easy as apple pie to make growth sustainable.
Stating that they have a far-sighted reflex in product development just like in marketing, Güzey recalls the agreement that Quick Sigorta recently made with Adastec and says that they invested in the world's first autonomous vehicle project and set out to shape the future of Motor insurance together.
Digital transformation stands out in Pınar Güzey's career
Pınar Güzey, who has more than 20 years of experience in marketing & digital fields at home and abroad, took a step into her career in the digital domain in the banking sector after graduating from ITU Civil Engineering. After that, she completed her MBA education in Germany and worked in the digital technologies and marketing field in different sectors in Germany and Austria for many years. Güzey's career includes essential stages such as managing Turkcell's digital channels and implementing one of the first digital transformation projects in Turkey, working as Assistant General Manager of Marketing at D&R, teaching courses in the field of Digital Transformation and Digital Marketing at Yeditepe University. Pınar Güzey, married and the mother of a daughter, continues as the Marketing and Digital President of Maher Holding, where she started as the Assistant General Manager of Integrated Marketing at Quick Sigorta. Responsible for both the digital and marketing activities of Quick Sigorta, Corpus Sigorta, Quick Finans, and Qpay brands, Pınar Güzey's most crucial element in her management approach is to ensure teamwork and harmony both within the brand and between the holding brands.
12 important jury members determined the” Top 50 CMO" list
The information obtained from the candidates regarding their performance and work experience, as well as their post-pandemic responsibilities and changes in their practices, were analyzed by the advisory board. As a result of the approval and evaluation of the advisory board, the 50 Most Effective Marketing Managers of Turkey, who attract attention with their performances, were identified. The names on the advisory board are as follows:
• Galatasaray University Faculty of Communication Prof. Dr. Banu Karsak
• NielsenIQ Turkey General Manager, Middle East, and Africa Group Vice President Didem Şekerel Erdoğan
• Markam Brand Consultant Güven Borça
• Publicis Groupe Turkey CEO İnanç Dedebaş
• Marmara University, Department of Marketing and Advertising Prof. Dr. Mert Uydacı
• İz İletişim Agency President Nedim Özkan
• DataExpert Partner Nuran Durmaz
• Dünya Newspaper Columnist Servet Yıldırım
• Istanbul Technical University Entrepreneurship and Innovation Center Director Prof. Dr. Şebnem Burnaz
• DataExpert Managing Partner Yasin Altunkaya
• Istanbul University Faculty of Communication Prof. Dr. Yeşim Güçdemir
• Yeditepe University Faculty of Communication Assoc. Prof. Yusuf Can Erdem |
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