Marketing consulting
Even as marketing activities multiply, a brand's direction, priorities and narrative do not always become clear. Together we clarify where the brand stands, what value it offers and to whom, and how to bring this to life consistently; I also accompany the strategy as it becomes an actionable plan.
When can it help?
- When marketing activities are under way but lack a shared direction and priorities
- When the brand is growing or transforming, but its positioning does not reflect the change
- When a new product, service, brand or market entry is being prepared
- When the corporate narrative is fragmented across channels
- When the organisation needs an experienced marketing perspective but does not plan to fill it with a full-time role
Areas of work
- Marketing and communication strategy: priorities and an actionable roadmap
- Brand positioning and value proposition: what value you offer, to whom, and how you stand apart
- Corporate narrative and message architecture: speaking to different audiences within a shared framework
- B2B marketing: building trust in long buying processes with multiple decision-makers
- Launch and go-to-market: an integrated plan for a new product, brand or platform
- Implementation support: strategic guidance as the strategy comes to life with in-house teams and agencies
My approach
Over more than 22 years of corporate experience in marketing and communication, I have seen that strategy creates value when it is well designed and also meets the organisation’s realities.
As a marketing executive responsible for the Türkiye, Near East and Gulf markets in global companies, I was responsible for managing the dynamics of local markets together with the expectations of global headquarters. The experience I gained across different organisational structures, corporate cultures and business priorities is the foundation of my consulting approach today.
In the consulting work I have carried out with local and global brands since 2019, I assess each organisation within its own circumstances. I first focus on understanding the existing structure, goals and needs; then I develop actionable strategies aligned with the organisation’s resources and priorities. Where needed, I work alongside teams and accompany the implementation of these strategies.
My bachelor’s degree in Journalism from the Faculty of Communication at Marmara University and my master’s degree in Public Relations and Publicity form the academic foundation of my view of communication. Combining this with the leadership experience I have gained over the years, I offer organisations a working partnership that takes both strategic and operational realities into account.
My perspective
- Marketing is not only the marketing department’s job. The value a brand offers is shaped across the whole organisation, from sales to operations; that is why I never consider strategy separately from how the organisation actually works.
- The value proposition comes before communication. A brand that has not clarified what it offers and for whom it matters cannot decide how to speak either.
- Consistency builds trust. A brand grows stronger when its promise and the customer’s experience support each other.
How we work
- Listening: goals, the current situation and the real issue to be solved
- Analysis and framing: priorities across narrative, audiences, channels and structure
- Strategy and roadmap: key decisions and implementation steps
- Implementation support: working with teams and agencies, with reviews together at regular intervals
Engagements are structured by project or over a defined period; scope, deliverables and timing are clarified at the proposal stage.
Consulting and coaching
In consulting, I share my analysis, views and recommendations directly, based on my experience; in coaching, the agenda belongs to the client. When we work with the same organisation in both areas, I make clear from the start which role I am in.
Selected work
- A corporate narrative for a multi-company group: We created a shared corporate narrative, key messages and a communication framework for group companies across different sectors; the companies could now be presented under one roof while keeping their own identities.
- A communication approach for a B2B technology brand: To convey technically complex solutions clearly to different decision-makers, we turned target audiences, messages and content themes into an annual plan.
- Preparing a new brand for market: We worked on the target audience, value proposition, brand story and launch approach, ensuring that e-commerce, the physical experience and communication channels all supported the same positioning.
Short pieces on marketing, brand and communication: Marketing notes →
Training for your teams
I also design programmes for teams, so that the marketing approach becomes a shared understanding across the organisation. Marketing and communication training →
Let’s explore working together
To talk about what your brand is working on and the scope you need, you can write to me directly: melis@melisoner.com