Hazal Tokatlioglu

About

Marketing Analytics professional with 8+ years measuring the impact of marketing investments across paid and owned channels. Experienced in MMM, attribution, and experimental design, with hands-on analytics and reporting skills using Python, R, SQL, Tableau (and related tools) to support budget allocation, performance measurement, and growth strategy.

Experience

• Growth & Marketing Strategy Lead · Poodbee Media02-01-2023 – 08-31-2025

  ● Designed and executed A/B tests and experiments across paid, owned, and product channels to measure marketing effectiveness; drove 35% YoY listenership growth and 15% CPV reduction ● Analyzed audience behavior and lifecycle metrics to identify growth drivers and churn patterns, translating findings into budget allocation decisions and CRM strategy ● Built performance dashboards tracking campaign and creator KPIs across paid social and organic channels, delivering regular reporting to leadership ● Led cross-functional teams across product, creative, and marketing, scaling content output 70% while aligning execution with growth OKRs

• Brand Strategy Consultant · The Zero Point Project05-01-2022 – 01-31-2023

  ● Led end-to-end Web3/NFT campaign for Johnson & Johnson, increasing brand awareness and earning 10+ international awards (incl. EMEA Smarties) ● Developed brand architecture and go-to-market strategies for FinTech and CPG clients, aligning positioning with growth, profitability, and market entry objectives

• Business Development Manager · Analytica House08-01-2021 – 03-31-2022

  ● Integrated Google Analytics, Facebook Ads, and DMP data to build cross-channel attribution reporting, supporting performance marketing decisions for clients ● Led Turkey's pilot of Meta's Robyn MMM model, designing experiments and optimizing budget allocation that delivered 20% sales uplift for an e-commerce client

• Connected Insight Senior Executive - P&G Account · Mediacom08-01-2020 – 08-31-2021

  ● Applied MMM and multi-touch attribution to measure incremental impact of marketing spend across channels for P&G brands, informing budget allocation and scenario planning ● Delivered weekly and monthly business reviews to senior stakeholders, translating complex model outputs into clear growth recommendations across paid media channels

• Strategist · People Initiative07-01-2017 – 08-31-2020

  ● Developed audience segmentation and communication strategies based on consumer insights, informing integrated media planning across digital and traditional channels

Education

• New York UniversityMS, Integrated Marketing (Concentration: Marketing Analytics)
• Bogazici UniversityB.A., Economics

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