Application Portfolio · Henkel Consumer Brands · Brand Management Internship

Brand equity, market analytics and FMCG growth.

I bring more than ten years of professional experience, including over five years in brand management, marketing strategy, product portfolio development, equity steering and market analytics. After relocating to Germany, I am building my long-term career here while pursuing my Master’s degree in International Management at Hochschule Fresenius.

Start with my story → See proof projects
My story

I am not entering marketing. I am entering the German market.

Career transition

From senior brand responsibility in Türkiye to an international FMCG career in Germany.

This internship is not a short-term student job for me. It is the right entry point into Germany’s consumer brands environment.

Over the last decade, I built my career across architecture, entrepreneurship, public-sector stakeholder work and corporate brand leadership. Most recently, I worked as Design, Brand & Marketing Manager at Çamsan Ordu, where I was responsible for brand strategy, market intelligence, product portfolio development, campaign execution, agency coordination and management reporting.

After relocating to Germany, I started my Master’s degree in International Management at Hochschule Fresenius in Cologne. My goal is to continue my career in brand management within an international company and transfer my experience into a fast-moving, consumer-oriented environment.

Henkel Consumer Brands is especially relevant to this transition because the role combines exactly the areas where I can contribute: brand equity steering, strategic analytics, market and consumer research, product initiatives, agency collaboration and presentations.

Scale & responsibility

The scale behind my experience.

Before presenting project details, these numbers explain the commercial environment in which I worked.

1.2M Euro
Brand & marketing investment oversight

Annual budget responsibility across media buying, fairs, commercial films, catalogues, sample boards, showroom design and implementation, promotions, agencies and events.

287
Dealer network intelligence

Nationwide dealer ecosystem used for market share, competitor, customer and trend insights.

10+

Years experience

Professional background across multiple business contexts.

5+

Years brand

Brand, marketing and portfolio responsibility.

120+

Automated reports

Sales, marketing, dealer and product reporting structures.

36

Months reporting

Executive-level market intelligence presentations.

32

Events

Professional engagement programs managed end-to-end.

15+

Partner groups

Agencies, researchers, consultants and creative partners.

63

Colours

Product portfolio variants integrated into retail collections.

12

Textures

Surface textures positioned within collection systems.

FMCG Bridge
FMCG is the next category — not a new way of thinking. The same strategic muscle applies: steering brand equity, reading the market, turning insights into product and communication decisions, coordinating partners and driving measurable brand growth.

What transfers directly

Market intelligence, product portfolio decisions, brand positioning, launch preparation, retail activation, agency coordination, executive reporting and budget ownership.

What I want to build at Henkel

Hands-on FMCG brand management experience in an international consumer brands environment — especially in equity steering, consumer insights, product initiatives and strategic brand analytics.

Strategic projects

Concrete proof of how I connect strategy, data, product, budget and execution.

Customer Intelligence

CRM Transformation

Business-side project leadership for a CRM architecture connecting commercial, operational and after-sales functions.

Challenge

Sales, Marketing, Production, Logistics, Warehouse, Sales Support and After-Sales teams operated through fragmented workflows with limited visibility.

My role

I mapped end-to-end business processes, negotiated information flows between departments, defined KPI structures, translated business requirements into functional specifications and supported the Odoo–SAP aligned CRM architecture.

287dealers integrated
120+automated reports
7business functions aligned

Outcome

A centralized customer intelligence and reporting infrastructure enabling KPI-based tracking across sales and marketing channels.

Product & Storytelling

Portfolio Architecture

Turning individual products into structured consumer-facing collections with clear concepts, stories and retail logic.

Challenge

Çamsan Original needed a stronger consumer-facing product architecture to support retail growth and brand differentiation.

My role

I led the strategic development of three retail-oriented product families, including concept creation, storytelling frameworks, naming systems, collection architecture and communication narratives.

3retail product series
63colour variants
12surface textures

Outcome

The portfolio expanded in a brand-consistent way, aligning product variety with consumer expectations, showroom communication and campaign preparation.

Investment & Execution

Budget Ownership

Planning, allocating and overseeing a brand and marketing investment portfolio within a 120M Euro turnover company context.

Scope

I managed and coordinated approximately 1.2M Euro in annual brand and marketing investments, representing around 1% of company turnover.

Budget areas

Media buying, advertising campaigns, trade fairs, commercial films, catalogues, sample boards, showroom design and implementation, promotions, agency contracts, consultancy and event activities.

1.2M Euromarketing investment oversight
1%of company turnover
120MEuro turnover context

Outcome

Marketing resources were coordinated across strategic brand development, channel activation, retail experience and communication execution.

Community & Events

Professional Engagement

End-to-end project management of industry events for architects, contractors, dealers and construction professionals.

Scope

I led the full project cycle of 32 professional engagement events designed for architects, contractors, developers, dealers and industry stakeholders.

Responsibilities

Venue planning, logistics, stakeholder communication, speaker and content coordination, brand experience design, budget follow-up and performance tracking.

32events delivered
15+partner groups involved
360°end-to-end ownership

Outcome

Professional communities around architects, contractors and dealers were activated through brand experience, product communication and relationship-building initiatives.

Experience match

Now mapped directly to Henkel’s requirements.

Henkel requirement

Data monitoring, strategic analytics and presentations

Prepare reports, track market shares and support decision-making processes.

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My experience

36 months of executive market intelligence reporting

Monthly dealer data, competitor action and trend monitoring translated into senior management presentations.

Henkel requirement

Equity steering and brand equity tracking

Actively contribute to steering unique consumer brands such as Bref, Sidolin and Pril.

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My experience

Brand health, portfolio logic and positioning decisions

Market feedback, dealer intelligence and customer preferences translated into brand positioning, portfolio decisions and communication priorities.

Henkel requirement

Product launches, relaunches and marketing mix initiatives

Support initiatives across product, communication, retail and digital channels.

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My experience

Portfolio architecture for consumer-oriented flooring collections

Three retail product collections, 63 colour variants and 12 textures integrated into a unified brand storytelling system.

Henkel requirement

Collaboration with design, research and advertising agencies

Coordinate internal teams and external partners in a dynamic marketing environment.

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My experience

15+ agency and stakeholder groups managed

Graphic design, social media, exhibition concept, market research and consulting partners coordinated alongside internal teams.

Henkel readiness

I have already worked academically with Henkel’s brand ecosystem.

As part of my Strategic Marketing & Brand Management coursework at Hochschule Fresenius, I conducted an STP analysis and brand positioning study for Loctite — a Henkel brand — including segmentation criteria, targeting rationale and positioning statement development.

Academic brand analysis

Loctite STP & Positioning Study

Analysis of segmentation, targeting, positioning, value proposition and reasons-to-believe logic for one of Henkel’s major B2B brands.

Consumer brands focus

Bref · Sidolin · Pril

The internship’s brand portfolio is the right FMCG learning environment to apply my experience in market tracking, launch preparation, agency coordination and brand communication.

SegmentationCustomer groups, need states and usage contexts.
TargetingPriority audiences and strategic focus logic.
PositioningBrand role, category relevance and differentiation.
Value PropositionCore promise, benefit structure and decision drivers.
Decision JourneyPurchase process, pain points and information needs.
Reasons to BelieveEvidence supporting brand credibility and preference.