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EDUCATION

Michigan State University, USA

B.A. 2005-2009

Advertising & Studio Arts, double degree

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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.

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