Sertaç Yay

Delivery Hero

At Delivery Hero, I am part of the global team helping build their fintech business. More specifically, I am in the Card Issuing team that is building co-brand card products to bring delightful experiences to Delivery Hero's customers across the world.

Senior Manager - Global Card Issuing

Mercedes pay GmbH

Mercedes Pay GmbH is the Technical Service Provider for Payment Products for the rest of Mercedes Benz Group including Mercedes Mobility, Mercedes Bank, and Mercedes Financial Services.

The Bank-Based Payments Product Group includes bank-to-bank and account-to-account transaction-based payments. It is highly connected to Embedded Financial Services with the new game of Open-APIs provided by PSD2.

⬛ Creating product life cycle of bank-based payments 
⬛ Defining OKRs and creating a development plan
⬛ Researching new potential value propositions for Mercedes Pay through Bank Based Payments.

Senior Product Manager - Bank Based Payments

Grover

◼ Functional Lead to launch Grover Card from scratch with the partnership of Solarisbank and Visa in Germany to create embedded finance journey of Grover
◼ Leading cross-functional team of 7 engineers, a tester (QA), two copywriters, two UX Designers, and a product analyst
◼  Managing a Product Analyst role directly
◼  Actively involved in defining quarterly OKRs, scoping, creating a backlog, prioritization, financial and compliance clarifications, data analytics, and monitoring, and defining success metrics

Senior Product Manager - Card

Hands-on Growth Manager with a T-shaped profile in CRM and campaign management, to grow and engage our customer base for Grover Card

⬛ Create multichannel communication in Braze for Grover users to create an end-to-end journey for Grover Card.
⬛ Create experiments for different designs in E-mail communications
⬛ Create experiments for different copy and languages in push notifications and in-app notifications.
⬛ Create strategy and roadmap to increase the awareness in Grover for Grover Card product

Growth Manager

◼ Creating a banking app and consumer payment solution from scratch
◼ Integrating third-party APIs to create a seamless customer journey
◼ Created the full roadmap for the product for different phases including Alpha and Beta for the next three years.
◼ 360-degree project management including: 
   -  Timeline estimation / Human resource management
   -   Coordination of different stakeholders: Customer Support, Legal, Finance, UX Design, Copywriters, 
        UX research, Software development
   -   Creating hypothesizes around the product and creating P&L projections for the next 5 years
   -   Defining Risk and Dependencies

Product Manager - Card 

-Launched the first Grover App for IOS and Android
-4.7 in Apple App Store
-4.7 in Google Play Store
-Enhanced the engagement with push and in-app notifications.
-Doubled share of submitted order in App in three months

Product Manager - App

- Build and manage the relationship with different PSPs and TSPs
- Decreased the cost of the card acceptance 20%
- Initiated a smart recurring payment plan to increase the success
- Rollout a new payment method in Germany: SEPA Direct Debit
- Created an agile approach with proper backlog and scrum ceremonies.
- Worked with different stakeholders: Debt Collection, Accounting, Reporting and Finance
- Created roadmap for token migration between PSPs and TSPs

Product manager - Payment & Finance

◼ Introduced a KANBAN model product delivery life cycle
◼ Helped three engineers with prioritization

Product Manager - Risk and Scoring

Wirecard

In Istanbul, with our licence coverage, Wirecard has three main e-payment product: E-POS, E-Money (E-Wallet) and Direct Carrier Billing

As the product Manager of Wirecard, reporting directly to CEO and my responsibilities include : 
•	Create and Manage Product Development Life Cycle 
•	Go-to-market Strategy & Plan 
•	Create , Manage and Improve Bank and GSM Operator relationships and partnerships 
•	Manage P&L for each product
•	Product Demo & Introduction Documents for Sales Team
•	Business and Product Development for Customer which needs customization
•	Created Fraud Control Mechanism based on customer behavior (14% increase in Conv Rate)
•	Web site content, web site ranking in search and SEO works in web site.
•	With agile methods, manage product backlogs and look for new features.

Some of my achievements in Turkey:
1) White Label E-Money (B2B solution)
2) Pay by Link 
3) Online Instant Merchant Onboarding 
4) Developer Portal
5) Dynamic Fraud Check Mechanism

Country Product Manager

Garanti BBVA

Leading customer life cycle management of both commercial and private credit cards with a team of three people.  
•	Improve Customer Experience on-card application and delivery process  
•	Define and integrate customer segmentation   
•	Leading Early Engagement program of customers to activate newcomers  
•	Activation of customer and card  
•	Manage monthly revenue & profit on customer  
•	Manage Interest Generating Amount in Total Outstanding Balance  
•	Develop and Integrate Churn and Early Churn Models  
•	Pro-active and re-active churn campaign programs  
•	Design, development and integration BTL campaigns and loyalty programs  
•	Design, development and integration of profit propensity models  
•	Leading BTL campaigns from  data management to content & script management  
•	Leading regulatory projects on new regulations or change of regulations  
•	Working closely with IT teams to develop CRM solutions

Customer Life Cycle Manager

Garanti Payment Systems

Product Management of Payment Methods on Credit Cards - Skip Statement & Statement in Installment  ( Ekstre Atlat &  Ekstre Taksitlendir)

- P&L Management
- Customer Segmentation and Modelling for the product
- Channel Management
- -  Channel Optimization
- - Providing best data for each channel
- - Preparing wording & scripts for each channel
- - Traditional Channels : SMS  /  E-mail  / Call Center  / ATM / Branch
- - Digital Channels : IVN  / Mobile App / Web 
- - UX / Wireframe  for digital channels
- - Regulatory or Efficiency Improvement on back-end service and usage of product
- - Front-end development with IT teams to make better Customer Experience
- Channel & P&L Reports
- Product Positioning 
- Customer & channel based pricing

Product Manager

yemeksepeti.com

Yemeksepeti.com (Delivery Hero), which is the leader of online food delivery market, wanted to lunch new payment method. Both Corporate Wallet and Personal Wallet of Yemeksepeti led by me. 

•	Managing the entire product line life cycle from strategic planning to tactical activities
•	Specifying market requirements for current and future products by conducting market research supported by on-going visits to customers and non-customers.
•	Driving a solution set across development teams (primarily Development/Engineering, and Marketing Communications) through market requirements, product contract, and positioning.
•	Developing and implementing a company-wide go-to-market plan, working with all departments to execute.
•	Analyzing potential partner relationships for the product.

E-Wallet Product Manager

Qualifications gained :

- Pricing Management
- Customer Segmentation
- Database Management
- Customer Data Analysis
- Customer Life Cycle Management 
- Campaign Management 
- Customer Selection for Marketing Activities and the evaluation of their performance ( Inserts, SMS, E-mail, Direct Marketing, Call Center Operation, One to One marketing) 
- Providing analytical and strategic support through analysis for international projects 
- Market Research Activities 
- Following market trends and developments
- Customer Complaint Management 
- Organizing Commercial Call Center Activities 
- Expansion feasibility studies and customer potential analysis

Responsibilities include:
•	Determine marketing strategies and objectives by analyzing competitors
•	Segment customer portfolio and developing new campaigns for the segmented customers by their needs and expectations
•	Improve and develop operational process to increase the customer satisfaction 
•	Oversee the development and increase efficiency of campaign programs, increase profit and retain the target customer segment and ensure that campaign activities improve brand development and reach target markets with the applied strategy
•	Determine target segments and design campaign management with CRM tools to increase overall activity rates and spend levels of never-active and/or inactive customers.
•	Prepare retention and loyalty campaigns and analysis for Flexi, Bonus, Money, American Express, Miles & Smiles customers.
•	Conduct data analysis through querying tools (Business Object & Access) and feasibility analysis for all campaigns. 
•	Coordinate creative agencies for all aspects of campaign communications.
•	Coordinate cross functional team to send mail, e-mail and SMS communications to customers.
•	Analyze campaign results

CRM Marketing Specialist

Accenture

▪️ Spearheaded client engagements, identifying core business processes and leading business user interactions to define and refine requirements, and tackle key business challenges.
▪️ Conducted and facilitated dynamic workshops for understanding and optimizing business workflows, effectively presenting solutions and validating them with stakeholders.
▪️ Undertook thorough analysis of client operations, recommending strategic improvements and transformative solutions for enhanced operational efficiency.
▪️ Led and executed targeted change initiatives, driving project segments to meet client specifications and achieve execution excellence.

Business Analyst

Koc University

Teaching Assistant

With 13 years in Financial Services and 7 years in Product Management, I excel in driving innovation and growth in the Fintech space. Having a solid foundation in agile methodologies and extensive experience in payments, wallets, and loyalty programs, I am passionate about shaping the future of Fintech.

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