Esra Lynch
General Manager
MORTLAKE- LONDON
Summary
A results-driven marketing professional with extensive experience in senior management, integrated marketing communications, event marketing, and project management. Recognised for achieving measurable success in hospitality, marketing, and consulting roles, complemented by expertise in strategic planning, financial oversight, and team leadership. Proficient in digital marketing and CRM systems, backed by a solid academic foundation that includes an MBA in Marketing and certifications in Data Science.
Serviced-focused General Manager dedicated to delivering positive customer experiences to promote loyalty and repeat business. Orchestrates optimal resource utilization to handle expected operational needs. Sales leader with sound judgment, good planning abilities and interpersonal communication strengths.
Overview
26
26
years of professional experience
6
6
years of post-secondary education
7
7
Certifications
Work History
General Manager
ALIBA HOTEL
01.2023 - 07.2024
- Launched and directed all aspects of four star hotel management at a 73room property; coordinated guest service enhancements with operational procedures that ensured seamless experiences for up to 160 visitors daily.
- Established comprehensive objectives for profitability while optimizing bed occupancy rates, achieving an increase in Average Daily Rate – ADR that surpassed competitor averages by 8–10% across seasonal fluctuations.
- Recruited, trained, and managed a team of 29 staff members to provide exemplary guest services; established a comprehensive performance evaluation system contributing to an exceptional employee retention rate of 91% within just 11 months.
- Executed strategic improvements to front desk operations, resulting in swifter check-in processes; reduced average wait time by three minutes per visitor, translating into higher levels of perceived hospitality at every touch point with customers during stays.
- Established a high-performing guest relations team and executed targeted satisfaction strategies, accruing 243 five-star reviews on Google within just eight months alongside exceptional ratings across major platforms such as Booking.com – 9.6 and Expedia.com – 9.8.
- Developed and instituted strategic financial initiatives tailored for seasonal demand fluctuations, achieving a peak average profit margin of 44% while maintaining occupancy rates of 87% to near full capacity.
- Supervised the operation of the open buffet restaurant, which had 168 people capacity, a 65 people capacity lounge, and 200 people capacity banquet facilities in theatre style.
- Designed user-friendly digital menu system optimising dining choices for guests utilising feedback gathered from focus groups, contributing directly to enhanced food sales metrics tracked weekly after launch implementation phase began.
- Established and nurtured strategic partnerships with 15 local businesses, government agencies, local charities and media outlets; boosted hotel visibility through targeted campaigns, resulting in features in Edirne Newspaper and NTV National TV Turkey.
- Directed comprehensive marketing strategies across digital, advertising, and communication sectors; integrated in-house and outsourced teams to enhance campaign effectiveness by an extra 10% through targeted audience engagement initiatives.
- Implemented advanced dashboard solutions capturing essential financial KPIs while integrating seamlessly with existing systems; ensured alignment between operational targets and evolving market conditions contributing to enhanced budget forecasting reliability over three quarters.
Development Marketing Executive, EMEA
INTERNATIONAL HOTELS GROUP
04.2012 - 02.2015
- Enhanced cross-team collaboration with local market representatives from nine diverse countries, including Berlin, Brussels, Moscow, Paris and London, through direct engagements.
- Engaged directly with local market representatives from nine European countries, enhancing regional awareness of hospitality events which led to direct invitations sent out exceeding targets by more than 45 per campaign.
- Coordinated comprehensive event logistics, including speaker arrangements, travel accommodations, and registration processes; ensured seamless execution; garnered positive feedback from over 90% of attendees post-event.
- Curated unique marketing assets designed to resonate with target demographics at 15 major conferences annually, including the Hot E Investment Conference, IHIF, CATHIC, and Deloitte European Conference, attracting over 2,500 attendees through strategic branding efforts alone. The post-event ROI evaluation led to significant improvements in event satisfaction scores, a clear testament to the impact of work.
- Partnered with the PR Director to draft over 40 detailed public relations briefs for new hotel openings annually, streamlining communication among departments such as Sales, Legal, and Operations to ensure successful market launch alignment.
- Spearheaded targeted marketing initiatives across key European regions such as Germany, France, Spain, and Italy; conducted in-depth research resulting in 12 detailed opening fact sheets for internal stakeholder alignment.
- Collaborated with Finance Department to draft detailed reports on project milestones during development phases, resulting in clearer progress tracking that improved decision-making timelines by an average of two weeks per cycle.
- Coordinated closely with cross-functional departments including Sales and Operations to ensure alignment on funding allocation strategies through precise management of the $1M annual Marketing Development budget.
Sales Manager
PDR GROUP EDUCATION AND MANAGEMENT CONSULTING LTD. TMI/TACK TURKEY
10.2010 - 10.2011
- Executed a multi-touch strategy involving targeted calls, personalised emails, and engaging social media outreach to connect with leads; achieved 40% of monthly sales targets by delivering impactful presentations during client visits.
- Coordinated with Human Resources Department Managers of client companies to develop effective training and development programs.
- Conducted job analyses, designed appraisal schemes, and guided ongoing consultancy for project-based, customised training initiatives-coordinated schedules between trainers and clients.
- Formulated strategic messaging frameworks using comprehensive data analytics from CRMs that resulted in securing an impressive total exceeding 30–40 high-quality prospects on a consistent monthly basis for revenue growth.
- Streamlined and supervised showcases to promote new training programs, managing the sales support team to ensure effective event execution.
- Designed and produced a real-time reporting system on campaign performances and sales outcomes using CRM software to monitor and optimise results.
- Directed social media pages for TACK Turkey to enhance online presence and engagement.
- Facilitated internal ISO-compliant audits to enhance inter-departmental communication, identify gaps, and streamline reporting, improving response times by over three hours weekly while ensuring service quality and adherence to ISO 10002 and ISO 9001 standards.
- CLIENTS: Goodyear, KPMG, AsBank Cyprus, TBank, Alternative Bank, DuPont, TurAssist, Telpa Telecommunications, ISS Turkey, Ingersoll Rand Turkey, Assessment Center, MARSH Insurance, Avon, Imperial Tobacco, Pernod Ricard, Schindler.
Assistant Store Manager
HALLMARK CARDS PLC GOLD CROWN STORE
10.2004 - 05.2008
- Maintained seamless operations under pressure by resolving up to ten complex issues per shift without compromising quality standards or negatively impacting team morale during peak rushes.
- Facilitated weekly evaluations of display effectiveness via direct observation, refining presentation techniques based on real-time customer feedback; this initiative led to an increase in satisfaction ratings among shoppers over the quarter.
- Monitored core merchandise performance metrics daily through point-of-sale systems and swiftly placed restock orders whenever certain SKUs fell below predetermined thresholds, contributing directly to improved store profitability.
- Facilitated targeted role-playing sessions focused on real-world scenarios impacting customer interactions; equipped the six sales representatives between two branches with tools resulting in improved interaction outcomes measured against previous benchmarks.
Account Executive
GREY GLOBAL GROUP INC. COMPANY – G2 WORLDWIDE
04.2003 - 09.2004
- Drove cost-effective promotional strategies for high-traffic events such as roadshows, on-trade promotions, brand ambassador programs, and sponsorship agreements that resulted in attracting an average attendance increase of 15% individuals per occasion while operating strictly within set financial parameters throughout the project duration.
- Crafted robust marketing guidelines and strategic communication plans that facilitated the successful launch of three new products from different sectors in the Turkish market, achieving a 32–40% increase in each brand's awareness within six months.
- Instituted weekly briefings with key stakeholders focused on real-time updates regarding event marketing strategies; bolstered departmental cohesion as indicated by increased engagement metrics during projects.
- Orchestrated direct-to-consumer communication efforts aimed specifically at niche markets within the broader framework of multinational FMCGs; achieved significant interactions surpassing targets set by senior management across three different campaigns.
- Created comprehensive marketing guidelines specifically for National Lottery Events, aligning strategies with the needs of three multinational FMCG companies to ensure maximum brand visibility and engagement across diverse target audiences.
- Assembled specialised agile, mobile teams to provide tailored service experiences during events, identifying key insights leading to actionable strategies that directly addressed three significant barriers impacting onsite conversions.
- Facilitated direct communication channels between stakeholders and sponsors, generating valuable feedback loops that informed adjustments prior to executing high-profile sporting events like the Dunlop Ladies Cup over two competitive seasons.
- CLIENTS: Turkcell MaxiMeSaJ Team, Goodyear – Dunlop, Fulda), Maxxium Group, Pernod Ricard – Bacardi, Martini, Absolut, Famous Grouse, Danzka, Bombay Sapphire), Kraft Group – Clight, Jacobs), Dr. Oetker – Pudding), British American Tobacco – Kent), Intel, Ferrero.
Account Executive
IVME INTEGRATED MARKETING COMMUNICATION SERVICES LTD.
10.2000 - 04.2003
- Strategically planned and organised event marketing activities, ensuring alignment with strategic vision and budgetary constraints.
- Executed strategic deployment of customized point-of-sale (POS) materials for Yapi Kredi Bank's Worldcard account, directly impacting 105 mobile teams and 15 warehouses while reaching over 3.5 million card users on a tight ten-month timeline.
- Analysed market trends and competitor strategies to identify key differentiators for Yapi Kredi Bank, leading to actionable insights that boosted competitive positioning across 39,000 retail locations in less than a year.
- Championed high-impact roadshow events aimed at diverse audiences across the nation for prestigious clients such as Arcelik-Beko and Mercedes Benz, resulting in a notable 18–20% increase in product trials.
- CLIENTS: Yapi Kredi Bank – Worldcard), Allied Domeq – Ballantine's), Unilever – Algida), Visa Electron, Gillette – Duracell), Philips Turk, DuPont – Lycra), Mercedes Benz, Arcelik – Beko.
Account Executive
SABAH MEDIA GROUP INC.
09.1998 - 04.1999
- Forged and nurtured a diverse client portfolio, securing high-profile partnerships with influential brands such as Braun and Banvit; contributed to a 15% increase in total account revenue within one year.
- Cultivated strong partnerships with key brands through the strategic promotion of digital solutions; achieved record customer retention levels, ensuring long-term relationships with over five active accounts during tenure.
Education
Master's Degree - MBA in Marketing
02.2020 - 06.2022
GPA: Distinction
Professional Diploma - Digital Marketing and Google Analytics
10.2017 - 03.2018
Bachelor's Degree - Public Relations and Advertising
10.1994 - 06.1998
GPA: Distinction
Skills
Digital Marketing Strategy
Brand Development
Campaign Management Tools
Project Planning and Execution Tools
Stakeholder Engagement Strategies
Event Logistics Coordination Tools
Post-Event ROI Evaluation Methods
Budgeting and Invoice Reconciliation Tools
Profit Margin Optimization Strategies
Strategic Business Development
Long-Term Client Relationship
Marketing Strategy
Campaign Execution
Customer Retention
Team Leadership
Staff Development
Strategic Promotion of Digital Solutions
Customer Relationship Management
Quality Assurance
Compliance
Certification
Data Science and Machine Learning with Python, University of Istanbul, Turkey, 2022
Skills
Digital Marketing Strategy, Brand Development, Campaign Management Tools (CRM, Google Analytics), Project Planning and Execution Tools (Gantt Charts with Asana), Stakeholder Engagement Strategies, Event Logistics Coordination Tools (Cvent, Eloqua), Post-Event ROI Evaluation Methods, Budgeting and Invoice Reconciliation Tools for Marketing, Profit Margin Optimization Strategies for Hospitality Industry (Elektra Web)
Timeline
General Manager - ALIBA HOTEL
01.2023 - 07.2024
Wrexham Glyndwr University - Master's Degree, MBA in Marketing
02.2020 - 06.2022
Digital Marketing Institute - Professional Diploma, Digital Marketing and Google Analytics
10.2017 - 03.2018
Development Marketing Executive, EMEA - INTERNATIONAL HOTELS GROUP
04.2012 - 02.2015
Sales Manager - PDR GROUP EDUCATION AND MANAGEMENT CONSULTING LTD. TMI/TACK TURKEY
10.2010 - 10.2011
Assistant Store Manager - HALLMARK CARDS PLC GOLD CROWN STORE
10.2004 - 05.2008
Account Executive - GREY GLOBAL GROUP INC. COMPANY – G2 WORLDWIDE
04.2003 - 09.2004
Account Executive - IVME INTEGRATED MARKETING COMMUNICATION SERVICES LTD.
10.2000 - 04.2003
Account Executive - SABAH MEDIA GROUP INC.
09.1998 - 04.1999
Marmara University - Bachelor's Degree, Public Relations and Advertising
10.1994 - 06.1998