Nazli Berberoglu

With over 17 years of experience at The Coca-Cola Company, Nazli currently leads UAE, Oman, Bahrain and Qatar business.

Prior to the current role, Nazli was leading Channel Development for On Premise across Eurasia and Middle East Region. Her responsibility included driving right capabilities and strategies together with the markets and bottling partners to ensure vertical & horizontal growth for OP channel.
Nazli was appointed as General Manager (Jan 2022 – Feb 2023) for FWC Qatar 2022, during which she led the relationship w/ various stakeholders within and beyond TCCC, including BIG, system GMs, local Supreme Committee, FIFA and other FIFA Official partners. FWC Qatar Program achieved remarkable results; the most important one of which has been supporting the turnaround of Middle East business and creating a long-term value to ‘turn blue hearts into red’ for consumer, customer, and stakeholders. The scope of the project included on ground activations (for the whole OU), venue operations, supply chain, P&L management, marketing & promotion, and sustainability. FWC 2022 was delivered successfully driving teens Weekly + by %8.8 for the priority market Saudi and securing market share by +1.6 for Saudi, +5.6 for Qatar (vs PP). It was also the first asset activation in the system where all the products were served out of %100 recycled PET.
Before her Qatar assignment, she has taken the following diverse responsibilities within marketing and Public Affairs & Communications:

Public Affairs & Communications Director – Turkey (June 2020 – Jan 2022)
She orchestrated an integrated and purposeful corporate communication strategy to ensure positive reputation (Reputation Analysis Score Turkey increased by +2 points during this period and 1.5M Advocacy Consumers were recruited – Source: Ipsos Reputation Action Study ‘21). She drove the sustainability agenda focused on Women Empowerment (My Sister was the pioneer project, empowering 200K women to take part in social and economic life within ’21) and Waste management (TCCC was leading the discussions on collection systems with industry and government). She has led the company through crisis times, ensuring to prioritize health of the communities – fast action strategies during wildfires in Turkey both in terms of communication and support. To ensure data and fact-based decision making, she introduced ‘Issues Heat Map Tool’ and ‘Stakeholder Mapping’ as part of the long-range planning, which enabled a strategic government affairs roadmap and identification and a pre-planned risk management. She transformed Brand PR strategy leveraging audience-based targeting. In this role she was working very closely with Turkey System GMs as part of their LT and was part in the strategic discussions.

Connections & Brand Experience Manager (Apr 2018 – June 2020)
She led Connections function including Media (connection strategy, media relations, negotiations & buying process), Brand Partnerships, Brand Experience, Packaging & Design, CIC (Consumer Interaction Center); Licensing projects and Celebrity & Influencer Management for Turkey, Central Asia and Caucasus Business Unit. Implemented ‘connections-first communication strategy’ and re-defined the Connections department role within IMC & finalized re-organization to respond to new models of communication & consumer needs; re-structured CIC through strengthening strategy to design CIC as the backbone of the communication creation process and extended CIC to the CCAR region. She was leading a team of 15 people (+25 outsourced team within CIC) from different backgrounds and expertise levels.

She set the main priority for the Connections function as digitalization, under which she led the following projects: *Automatization of the packaging design process through the launch of ‘WARHOL’ software creation for CCAR region for error-free and fast implication *Introduction of Performance Marketing for the first time (CPAS integration for the whole TCCC system – recognized by the global team & global Meta team) *Created ‘i-Rank Tool’ for influencer partnerships, to ensure healthy business model and post measurement for endorser partnerships.

Sponsorships & Brand Partnerships (Supervisor -> Oct 2010 – Nov 2014 & Manager -> Nov 2014 – Apr 2018)
She built annual partnerships & brand experience strategies for Turkey, Central Asia and Caucasus region for the whole portfolio, identified projects and partners supporting brand strategies and KPI’s, led the negotiation process and finalized experiences with the right activation agencies. Some of the major projects *Bon Jovi, Justin Bieber, Rihanna, Jamiroquai Concerts, Istanbul Marathon, ChillOut Festival Istanbul, Istanbul Jazz Festival, *created owned assets from scratch for Burn Energy Drink including Burn Electronica Festival (2011-2012-2013) and Burn Kiteboard Worldtour; *Created community marketing strategy for Burn Energy Drink * Managed Celebrity & ambassador projects *Turkey Primary League Football Clubs Sponsorships - led the process for the partnership to 15 primary league football clubs, including negotiations and activations process. *Delivery Hero Partnership – led activations strategy to ensure to drive incidence via ‘Chosen Menus’ and ‘2Pizza-1Coke’ project *League of Legends partnership: Strategized gamig as one of the main pillars of teem recruitment, utilizing the partnership on the product & for owned mediums & assets, activated via promos&events * Coke’nMusic Tour CCAR – created concert series for KZK, UZB and AZE

Assistant Brand Manager (Oct 2008 – Oct 2010):
Built Coke TM category strategies and activation plans supporting teen recruitment agenda. As part of the teen calendar, she has led Rock’nCoke Music Festival including all stages from planning to activation, launched ‘Coke’n Music’ platform, covering online music-streaming pillar and offline concert series.

Nazli Berberoglu graduated from Bilkent University, Department of Business Administration in 2004. She began her career at the McCann advertising agency in 2004 and joined The Coca-Cola Company in 2006 as Assistant Advertising Manager.

Parallel to her professional career, Nazli is also an art entrepreneur. Between 2014 and 2016 she introduced the ‘affordable art’ concept in Turkey - as the owner of Carre d’Artistes Turkey, which is today, a worldwide affordable art gallery concept.