Ibrahim Tolgar Sasmaz
Head of Digital @NAOS (Bioderma - Institut Esthederm - Etat Pur)
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WORK HISTORY
Head of Digital @NAOS (Bioderma - Institut Esthederm - Etat Pur)
Led the digital and e-commerce transformation of NAOS Germany, overseeing full-funnel media planning, marketplace performance, CRM workflow optimization and data infrastructure. Established the organization’s digital KPI framework and measurement standards, driving alignment across Marketing, Sales, Medical and Commercial teams. Implemented automation systems and AI-driven tools to enhance operational efficiency, streamline internal processes and strengthen omnichannel brand performance. KEY PROJECTS Digital & E-Commerce Strategy Leadership • Defined and implemented the company-wide digital KPI framework, including performance, funnel and attribution measures. • Directed the combined digital media and e-commerce strategy, managing channel planning, budget allocation and optimization. • Delivered +35% e-commerce Sell-Out growth through category-driven marketplace strategy and optimized retail visibility. • Built unified performance dashboards (Sell-Out, Market Share, pricing intelligence, L30D/L12M, promotion efficiency). • Developed pricing architecture and competitive benchmarking models to support retailer negotiations and category expansion. • Designed and executed omnichannel infrastructure for the PTA Challenge, integrating CRM flows, digital assets and automated scoring. Digital Transformation & Automation • Built a cross-department ticket & workflow automation system (Marketing–Sales–Medical) using Power Apps & Power Automate. • Developed and launched the BIODERMA Website AI Chatbot, improving product guidance and consumer experience. • Created an advanced Medical Visit Reporting System with HCP segmentation, PartnerScore and field KPI tracking. • Implemented CRM and data flow optimizations to enhance GDPR compliance and operational harmonization across teams. • Established consolidated reporting structures and real-time dashboards enabling data-driven, cross-functional decision-making.
EDUCATION
Istanbul Technical University
Graduated, Molecular Biology and Genetics
60th Year Anatolian High School
Graduated, Sciences
Istanbul University
Yüksek Lisans (Master), Marketing Management
SKILLS
ABOUT IBRAHIM TOLGAR SASMAZ
Seasoned digital and business transformation leader with more than twelve years of experience delivering technology-driven growth in regulated healthcare and consumer markets.Proven track record of building and scaling high-performing teams, establishing data-driven operating models and translating complex business objectives into measurable commercial results.Experienced in owning multi-million-euro budgets and working closely with executive and C-level stakeholders.Key expertise spans digital marketing, omnichannel strategy, CRM and e-commerce, data analytics and AI, low-code development and regulated digital health solutions.
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