Orcun Ercan

Background

About Orcun Ercan

Strategic. Insight-driven. Commercially grounded. I’m a CPG marketing professional with a strong foundation in brand management, trade marketing, and category development, built through hands-on experience across regulated and mainstream sectors like Vape, Convenience & Gas (C&G), and mass retail. I connect consumer insights with market execution to drive brand performance, retail impact, and sustainable growth. With full P&L ownership experience and a proven track record in launching and scaling brands, I bring analytical depth and creative instinct. I thrive in cross-functional environments where commercial strategy, in-store execution, and consumer behavior come together to shape successful outcomes. Key Highlights: • Hands-on P&L management, with a focus on margin optimization, trade spend efficiency, and ROI-driven decision-making. • Delivered 18% YoY volume growth on a $ 150M+ portfolio through mix optimization and innovation rooted in consumer trends. • Led brand and promo strategy using Nielsen and Ipsos HomeScan insights—contributing to a 6-point market share gain. • Launched 10+ brands across 1,500+ retail locations, driving +15% share growth in the competitive C&G channel. • Improved sell-out velocity by 12% through targeted POS analysis (Circana) and optimized product mix across five key accounts. Core Skills: Brand Management | Trade Marketing | P&L Ownership | CPG Strategy | Consumer & Channel Insights | Nielsen / Circana Analytics | Product Launches | Portfolio Management | Go-to-Market Execution | Retail Activation | Category Growth | Cross-Functional Leadership