Fatma Nur Özali is a digital marketing manager currently working for Roche Pharma GPS in Basel, Switzerland. She has over 15 years of experience in marketing roles for pharmaceutical companies in Turkey and Germany. Some of her key achievements include building Medikaynak, Roche Turkey's digital portal and mobile app, implementing several digital projects, and increasing digital marketing budgets and capabilities in Turkey. She has a background in economics and experience in various marketing functions across several therapeutic areas.

1. FATMA NUR ÖZALİ
Adress:
Sommergasse, 14
4056 Basel Stadt
Contacts:
Mobile: 00 90 533 956 95 27
E-mail : fnurozali2010@gmail.com / fatma_nur.ozali@roche.com
Educational Qualifications:
2000-2005 Boğaziçi University, Istanbul /TURKEY /
Faculty of Economics & Administrative Sciences
Economics, BA
GPA: 2.79 over 4
1997-2000 Kayseri Science High School, Kayseri /TURKEY
GPA: 4.89 over 5
Business Experience:
2017 Jan – cont.’d. Roche Pharma GPS (Global Product Strategy)
Global Digital Planning Manager (on rotation)
Responbilities :
• Working in close collaboration with Global Product Teams and DEx leadership to help shape
related digital launch plans and support regional/affiliate uptake of these important initiatives.
• Acting as part of multiple working groups, networks and steering committees to help with the
digital transformation of the customer engagement strategy.

2. • Focusing on capabilities and evolving topics around digital ranging from standard web
technologies, customer understanding and digital research to multichannel engagement,
upskilling of the organisation and the impact of digital health technologies
2012 Sept. – 2017 Dec Roche Pharma Turkey, Istanbul
e-Marketing & Innovation Manager
Responbilities :
• Creating e-marketing strategies and tactics to meet corporate, BU or product specific business
needs / objectives
• Defining the annual core e-marketing investments and preparing the core e-marketing budget
accordingly
• Managing corporate digital marketing investments within allocated budgets and striving for
coherency, investment efficiency and cross-portfolio synergies
• Monitoring closely and macro-managing the development and optimization of Medikaynak
(The One Portal –HCP Hub Turkey www.medikaynak.com) in collaboration with the
business units such as IT, marketing, medical, procurement, legal & compliance
a. Establishing the structure of Medikaynak, defining set of rules and the development
requirements
b. Leading design changes processes of Medikaynak ( both web and mobile) to ensure
the maximization of the user experience
c. Leading the maintenance and optimization process of the content management
system with PMTs and 3rd parties
d. Investigating for impactful 3rd party and Roche medical services as well as ensuring
the successful integration of these services to Medikaynak
e. Assessing partnership opportunities with global content providers to enhance the
content quality of Medikaynak
f. Ensuring a lean governance model for content review and approval
g. Legal and procurement management
• Leading the creation and execution of the digital projects such as mobile apps, webcasts, live
broadcasts, e-learning and working in collaboration with IT, PMTs, agencies.
• Participating to ABP meetings to co-create the ABPs in each BU. Guiding marketing to identify
and set relevant e-marketing activities in their plans along with the offline activities
• Assessing and finding the best in class agencies via periodical /project based pitches
• Ensuring the integration of data from all the digital channels with internal CRM systems
• Acting as an evangelist of shifting marketing teams mindsets and way of doing business to a
multi-channel approach
• Consolidating Annual Business Plans in order to shape the annual digital activity plan while
increasing the cross portfolio synergy and investment efficiency

3. • Developing pro-active initiatives to improve local digital marketing abilities while understanding
the needs of stakeholders
• Investigating digital marketing and innovation oriented projects both in local and global
platforms and assessing all possible opportunities for current portfolio, and preparing feasibility
reports to drive decision making processes
• Developing network on both local and international platforms to be able follow new trends,
finding alliances, gaining help and finding new resources / alternatives
• Building and implementing performance measurement models (set KPIs) for e-marketing
activities and implement them. Develops ROI models enabling to track corporate / BU / product
specific investments
• Ensuring continuous watch and understanding of digital landscape and competitors digital
strategy
• Aligning with corporate communications for an optimized corporate digital image
Key Achievements:
Coming from an FMCG background, I was able to bring a new, fresh approach into my role within Life
Sciences.
• Building of the company digital ‘One Portal’,Medikaynak (www.medikaynak.com ) and mobile
application (available on AppStore and GooglePlay) an online tool and database which
includes all of the company’s digital assets. Since its inception, the Portal has become the one-
stop shop for company brand and medical content. It also has been granted 3 success awards
by a local marketing & innovation committee MediaCat (Felis awards) More information about
technical & marketing capabilities of Medikaynak will follow on your demand.
• Implementation of “EASY-Record” programme for PMTs( iPhone 6 easy video shooting)
• Development of MK Virtual Reality application for congresses and for FF usage (Oculus Rift &
Google CardBoard)
• The first digital microscopic broadcast in Turkey in 2013, 80% of the target audience was
reached and this became a tradition in the haematology-pathology exchange platforms for
HCPs.
• Triggering digital level of understanding and medico-marketing involvement working in close
collaboration with external consultants ( 15% min budget is secured for digital marketing of
each brand thanks to solid belief in the power and ROI of digital)
2012 Jan – Sept. Roche Diabetes Care Turkey, Istanbul
DTC Product Manager

4. Creating ‘Direct to Consumer’ strategies to ensure loyalty among existing consumers and to acquire
new potentially loyal consumer base. Innovating efficient communication, CRM and loyalty programmes.
Exploting the power of social media and digital facilities in healthcare sector and being the
entrepreneur in diabetes care market whilst.
• Changing the entire communication strategy of Diabetes Care Turkey. MR results showed a
positive uptake in the perception of patients and caregivers towards the brand.
• Inventing and leading the Celebrity Diabetes Care Programme in order to ensure a successful
launch of the high-end product of the portfolio.
• Building the new call center from the scratch. MR results and outbound calls showed a positive
uptake in the perception of patients and caregivers towards the service quality thus brand loyalty.
• Initiating many loyalty campaigns like sales bundles & seasonal marketing for patients which
changed the retail business planning of the company.
2011 Jan – 2012 Jan Roche Diabetes Care Global, Mannheim/Germany
Global Retail Marketing Manager
Responsibilities:
Constructing the Global Retail Strategy of Roche Diabetes Care i.e. setting the global retail market
goals, defining the assessment criteria for countries’ self-evaluations and actions, providing them with
both theoretical and hands-on training in order to help them create their retail marketing plan.
Key Achievements:
• Constituted Diabetes Care Global Retail Strategy in the HQs in Germany and implemented in
EEMEA countries via hands-on training.
2010 April – 2011 Jan Roche Diabetes Care Turkey, Istanbul
Retail Product Manager
2007 Dec – 2010 April Roche Diabetes Care Turkey, Istanbul
Junior Product Manager
Responsibilities:
• Redefining the retail strategy for Roche Diabetes Care Turkey
Key Achievements:
• Innovating the ultimate loyalty programme for pharmacies ‘Chek-mece’ which is appreciated and
executed by both Roche Diabetes Care countries in SRES region and some of the main healthcare
providers in Turkish market. Thanks to the retail experience during my early career and to the
dedicated work of my successor , Chek-mece became a regional success story paving the way to
my next global opportunity mentioned above.
• With the ROI measured at 13.4%, the project was a clear success, with approximately 60% of all
frequent visitors to the site signing up and becoming members of the Loyalty Programme. Over
50% of the total turnover of the project was achieved between 2011 and 2014.

5. 2006 March – 2007 Dec L’Oréal Turkey, Istanbul
Product Manager Cosmetique Activ
Responsibilities:
Creating and executing marketing strategies and tactics for pharmacy brands like Vichy, La Roche -
Posay, Inneov and Skinceuticals. The sole responsible for La Roche-Posay detailing, promotion, PR
and advertisement activities which is a hybrid brand both prescribed by dermatologists and treated
also as an OTC product at the pharmacy.
Key Achievements:
• Thanks to my ability to co-ordinate and liaise effectively with contacts within different sectors
including Governmental Bodies and Healthcare Professionals, as well as maintaining a
successful relationship with the local and national Press, I was able to ensure that La Roche-
Posay retained its Market Leadership for 5 consecutive years.
• Initiating a break through and innovative press campaign visiting the editors at their HQs with
the so-called 3D skin travelling technology; the Dermo-Voyager. Became a best practice for the
region.
2005 March – 2006 March L’Oréal Turkey, Istanbul
Trade Marketing Specialist Cosmetique Activ
Responsilities:
Coming up with trade marketing strategies and tactics for pharmacy brands like Vichy, La Roche -
Posay, Inneov and Skinceuticals in cooperation with marketing teams. Setting the standards of
category management and ensuring the execution in order to reach both to corporate and brand special
goals i.e. visibility & communication with the consumer at POS, customer loyalty and sustainable long-
term business.
Key Achievements:
• Coming up with a very successful POS trade marketing campaign along with the launch of new
anti-hair loss product. Planned and got 1500 pharmacy windows (top out of 4.500 visited
pharmacies) decorated over night with my ad-hoc merchandising team; synchronised the POS
visibility campaign with the TV ad ensuring the shopper continuum.
• Creating the Dermo-Analyser campaign for the top 500 selected A customers. Inventing skin
diagnostics points at pharmacies which is appreciated as a value-added service and strengthened
the business partnership with selected customers.
Internships:

6. 2004 June – 2005 March L’Oréal Turkey, Istanbul
Product Management Assistance at Consumer Products Division
Assisting the marketing activities of consumer brands like Elseve, Dermo-Expertise and Maybelline.
Launcing Garnier in Turkey in coordination with the responsible product and marketing manager.
Co-curricular Activities & Achievements:
● Leadership of the 639.team worldwide on the L’Oréal E-Strat Challenge- 2004
● Member of B.U.Music Club-2004
● Acting with The Play and The Stage Group during summer school at B.Ü.-2003
● Performing solo vocal & instrumental concerts with the violin & the lute -2000/2001
● Performing concerts with Turkish Music Club Chorus in Boğaziçi University-2000
● Graduated from secondary school with the highest score -1997
● Studied with the `math geniuses` group for TÜBİTAK contest -1997
● Winner of a local painting and marketing contest- 1995
● Winner of a local painting contest-1993
● Membership of Türk Kanser Araştırma Ve Savaş Derneği; personally interested in
childhood leucemia
● Member of a local charity working for seniors in Kayseri, TURKEY
● Sports activities ; running, swimming & skiing
● Playing the violin and the lute
● Acting within an improvisatory theater groups in BU & in Istanbul
Language &Computer Skills:
● Turkish- Native
● English- Fluent
● German- Intermediate
● French- Beginner
● Microsoft Office / Word, Excel, Power Point
● E-views
Trainings & Seminars Attended:
● Exploring Cosmetique Activ & Dermocosmetics /L’Oréal International Training Dept -Paris,2005
● Essentials of Trade Marketing in Dermocosmetics/ L’Oréal International Training Dept -Paris,2005
● Skin Care Metier/ L’Oréal International Training Dept -Paris, 2006
● Sunuş Becerileri(Presentation Skills) /Bilgi Gezginleri -İstanbul,2006
● Zaman Yönetimi (Time Management)/Bilgi Gezginleri -İstanbul,2006

7. • Developing pro-active initiatives to improve local digital marketing abilities while understanding
the needs of stakeholders
• Investigating digital marketing and innovation oriented projects both in local and global
platforms and assessing all possible opportunities for current portfolio, and preparing feasibility
reports to drive decision making processes
• Developing network on both local and international platforms to be able follow new trends,
finding alliances, gaining help and finding new resources / alternatives
• Building and implementing performance measurement models (set KPIs) for e-marketing
activities and implement them. Develops ROI models enabling to track corporate / BU / product
specific investments
• Ensuring continuous watch and understanding of digital landscape and competitors digital
strategy
• Aligning with corporate communications for an optimized corporate digital image
Key Achievements:
Coming from an FMCG background, I was able to bring a new, fresh approach into my role within Life
Sciences.
• Building of the company digital ‘One Portal’,Medikaynak (www.medikaynak.com ) and mobile
application (available on AppStore and GooglePlay) an online tool and database which
includes all of the company’s digital assets. Since its inception, the Portal has become the one-
stop shop for company brand and medical content. It also has been granted 3 success awards
by a local marketing & innovation committee MediaCat (Felis awards) More information about
technical & marketing capabilities of Medikaynak will follow on your demand.
• Implementation of “EASY-Record” programme for PMTs( iPhone 6 easy video shooting)
• Development of MK Virtual Reality application for congresses and for FF usage (Oculus Rift &
Google CardBoard)
• The first digital microscopic broadcast in Turkey in 2013, 80% of the target audience was
reached and this became a tradition in the haematology-pathology exchange platforms for
HCPs.
• Triggering digital level of understanding and medico-marketing involvement working in close
collaboration with external consultants ( 15% min budget is secured for digital marketing of
each brand thanks to solid belief in the power and ROI of digital)
2012 Jan – Sept. Roche Diabetes Care Turkey, Istanbul
DTC Product Manager