Director Consumer Insights (FMCG, Shopper, Retailer)
With over 18 years of experience working with leading international brands, Filiz is a marketing insights professional who specializes in generation of market, consumer and shopper insights and developing effective brand strategies based on these. Her professional experience lies in the conjunction of marketing intelligence, strategy and practice.
After gaining a Sociology degree from METU, she started her career at Kantar TNS Turkey where she conducted consumer research projects for top-notch clients across a broad spectrum of sectors. Her passion to build insightful brands carried her to local and regional brand management roles at Nestlé and Henkel, while her sought-after expertise in consumer insights continuously opened up opportunities to work in close cooperation with marketing teams at consumer insights roles, such as her regional role at Henkel Central Eastern Europe Headquarters in Vienna coordinating Consumer Insights projects in 32 countries across CEE region and her role at Ülker where she coordinated the Consumer Insight function across a portfolio of +60 Snack & Beverage brands, and led efforts to systematically increase breadth and depth of consumer and market insights within organization to ensure that the strategic decision making, business development, marketing and innovation agendas are driven via actionable and forward thinking insights.
She founded Brainmint Insight Services in 2011 as a boutique insights consultancy that provides strategic research, culture, trends and insights consultancy services to global marketing research and trends agencies like trendwatching.com, The Future Laboratory, BrandSpark International and giant consumer goods companies like Unilever.
Filiz joined Nielsen in 2016 and is at present leading a team of researchers mainly serving FMCG and Retailer clients on ad-hoc consumer and shopper research projects. She is also leading Nielsen’s thought-leadership practices with nationwide syndicated research studies, like Shopper Trends, Shoppers’ Psyche, Category Shopping Fundamentals and Consumer Connect.
Filiz is continuing her post-graduate studies in Sociology at Istanbul Bilgi University, specializing in Consumer Culture.