Ebru Carter

1818 is an advisory firm specialising in ESG strategy development and purpose-led branding. We help companies assess their environmental, social and governance (ESG) performance and shape strategies that drive impact and business value. Our services help organisations build practical ESG strategies, incl. CO2 footprint assessment, communications, employee training and engagement. We work with clients to embed sustainability into core operations and align with stakeholder expectations and regulations.

Core member of a global sustainability project called the INSEAD Community Impact Challenge. - Development and execution of communications and social media strategy. - Recruitment of spokes person, ambassadors and team members. - Community outreach (to students, alumni, faculty and staff). - Set up of an analysis tool used for this challenge and evaluation of received responses.

L'ORÉAL Luxe (7 months) • Developed strategy, go to market model and the retail concept for a luxury brand • Created communication and activation strategy • Built 5-year business plan enabling the brand to reach profitability targets

• Owned the P&L of 2 product portfolios and generated approx. $80 M in revenue. • Responsible for global price setting and demand forecasting. • Maintained market share in a declining business segment, increased gross margin by 1-3%. • Reduced product lead-time by 50% and reduced costs by up to 13%. • Initiated the production transfer of 8 critical products to China to improve speed and competitiveness in the market.

• Created a centralized Marketing Communications unit for Europe, Middle East, India and Africa. Managed 3 direct reports locally and 12 functional reports virtually. • Developed and executed 360 marketing and brand campaigns for 4 product categories targeting retail and wholesale customer segments with an annual budget of $2 M. • Drove new product category branding and launch strategy. • Introduced 6 new digital marketing initiatives. Increased traffic by 180% within 5 months.

• Created and completed 360 marketing and brand campaigns targeting retail and wholesale customer segments. Evaluated existing marketing processes and developed a structured process which resulted in faster turnaround time by approximately 15%. • Led regional marketing group and coordinated data to provide visibility on marketing spending which allowed negotiation of better rates with suppliers. • Implemented and launched a new global website and eliminated 10 independent sites.

• Designed and introduced a new scorecard to track sales performance and linked results with a bonus increase of 3%, resulting in increased sales and enhanced visibility of product performance. • Conceptualized and introduced two new customer services programs.

• Prepared the marketing plan as well as the product launch plan for the new R-Class, therefore researched competitor vehicles and created a market analysis as well as market trend analysis. • Developed and created diverse marketing material for training and communications purposes.

• Analysed demographics, consumer data and market development data and participated in the strategic volume planning for Mercedes-Benz passenger cars.

• Consulted customers and championed within 1 year 80+ projects of marketing communication and brand campaigns for customers from diverse industries.