EDUCATION
Michigan State University, USA
B.A. 2005-2009
Advertising & Studio Arts, double degree


SKILLS
Creative Direction & Visual Strategy
Brand Development & Identity Design
Digital Marketing & Engagement
Conceptual Storytelling
Project & Cross-Functional Team Management
Client Relations & Business Development
Revenue-Driving Campaign Execution
Creative Production & Budgeting
Data Analysis, Insights & Strategy
Tech-Savvy (Figma, Canva, Google Analytics)
Working Knowledge: Salesforce, Adobe Suite
KEY PROJECTS
Creative Director – Blue Night Records
Client: Diageo | 2017 – 2018
Led branding, digital marketing, and live performances.
Assistant Art Director – Maxx Royal
Client: Maxx Royal Resorts | 2013
Managed set and production design for a luxury resort TV campaign.
Curator & Co-Founder – Times are Changing and I am Changing with You (Pop-Up Gallery) London | 2023
Curated a gallery showcasing multimedia and sculptural works.
Artist & Founder – Tutu Arel / Tutu Tugce Sonmez London | 2018 – Present
Produced and promoted original works, securing international brand collaborations.
Conducted corporate and community workshops.
Created SEO-optimized websites and tailored content strategies.
Dirty Xmas Pop-Up Designers Shop | 2023
Curated a festive pop-up shop in Borough Yards featuring 15+ makers and brands.
Festival Fashion Brand Launch Istanbul & Seoul | 2016 – 2019
Conceptualized and launched a festival fashion brand, achieving strong market traction in two key regions.
Artist Management | 2013 – 2018
Led branding, digital marketing, and live performances.
Music Video Creative Production | 2014 – 2016
Produced over eight music videos, overseeing every stage from concept to final delivery.
Guest Lecturing and Public Speaking
Regent’s University London | 2024
Delivered a guest lecture for the BSc Psychology program, exploring the motivations behind self-expression through art.
TECHNICAL SKILLS
Microsoft Office Suite, Figma, Canva, Google Analytics
Working knowledge of Salesforce and Adobe Creative Suite
Quick learner, highly adaptable to new technologies
LANGUAGES
English (Fluent)
Turkish (Native)
VOLUNTEERING
Save the Children UK
EXPERIENCE
Freelance Brand Advisor & Creative Director
London | 2021 – Present
Led brand identity development for startups and global clients in fashion, e-commerce, and lifestyle industries.
Advised,Developed and executed data-informed digital campaigns, boosting engagement and visibility.
Directed editorial production and creative campaigns, aligning brand messaging with audience trends.
Marketing Manager
Ceramics Classes London | 2019 – 2021
Built a cohesive brand identity that drove a 40% increase in revenue and enabled business expansion.
Designed and implemented targeted marketing strategies, enhancing customer engagement.
Streamlined operations through the development of booking systems, SEO-optimized websites, and content strategies.
Senior Brand Manager
Sony Music Ent. | Istanbul & London | 2014 – 2018
Founded and directed Blue Night Records, achieving significant growth through strategic sponsorships and data-driven audience insights, driving 15-20% revenue growth.
Leveraged market data to shape artist brand identity and optimize campaign performance.
Developed, presented, and executed music-related creative projects for high-profile clients, fostering partnerships and driving revenue.
Designed and implemented 360-degree marketing strategies for local and international artists.
Managed end-to-end project delivery, covering AV production, event management, digital publishing, and product strategy.
Spearheaded artist campaigns, overseeing creative strategy and production for music videos and editorials.
Directly reported to the London headquarters.
National Account Manager
Groupon | Istanbul | 2012 – 2014
Transformed Groupon’s focus from local businesses to national brands, onboarding major clients like Fiat, McDonald’s, and the National Basketball Team, increasing revenue by 35%.
Crafted data-driven marketing campaigns that delivered measurable growth and reshaped brand perception.
Played a key role in establishing Groupon Turkey, introducing its innovative marketing model to the market.
Project Specialist
Dailymotion & MTV | Istanbul | 2010 – 2012
Produced creative content, including TV ads and promotional campaigns, for digital and broadcast platforms.
Developed a cross-functional project that integrated digital platforms into physical settings, significantly boosting subscriptions, achieving 5% growth in subscriptions.
Managed end-to-end campaign execution, from creative direction to post-campaign performance analysis.
Traffic & Creative Director Assistant
RKLM Ad Agency | Istanbul | 2009 – 2010
Supported the execution of creative projects and advertising campaigns for high-profile clients.
Assisted in TV ad production, contributing to high-quality creative outputs.