Enes Pehlivan

Many marketers begin with agency decks or brand plans. I began with marketing’s rawest material: customer disappointment and pain waiting to be resolved.

My nine years at DHL Express became an education that stretched from customs desks and call centers to complaint management and mission-critical logistics for some of Türkiye’s largest business groups.

Racing against the clock in the call center and handling complaints taught me my first principle: customers never raise their voices without a reason; somewhere in the process, an unseen point of friction exists.

While leading the Key Accounts Desk, I discovered a system used for a different purpose in Italy and adapted it with local IT teams for Türkiye. The resulting KART tracking system used automated rules to identify troubled shipments before they became crises.

That period taught me the heart of Kotler’s relationship-marketing principle: genuine loyalty begins when the gap between a brand’s promise and its delivery disappears.

When I joined TECNO in 2021, the company was experiencing a familiar sales-led growth tension: market share was rising, but the user experience was falling behind.

As Customer Experience Director, I built a support operation serving one million users from the ground up. Customer service, however, is more than a function that puts out fires; it is the most strategic intelligence center feeding R&D.

I formed a three-person User Experience Development Team, including an engineer assigned from China. We created a direct line from Turkish users’ camera, audio, and interface issues to the global software and product teams.

We reduced software issue resolution time from 60 days to 20. The early-warning mechanism built by my team also identified the possible impact on devices in Türkiye of a global cybersecurity vulnerability originating in Malaysia before it materialized.

Within 18 months, we moved the brand from last place to first in its Şikâyetvar category. Market research showed that 70% of our users had chosen our products on the recommendation of someone they knew.

Following this radical transformation in customer experience, I became Marketing Director of TECNO Mobile Türkiye in February 2023.

We designed and delivered the brand’s first physical product launch in Türkiye from end to end. Joint marketing models with Hepsiburada and Vodafone helped accelerate market penetration.

We put the brand on Gen Z’s radar by creating one of Türkiye’s first social media hack events.

Throughout my time as Marketing Director, I aligned every channel, from agency management and media planning to digital performance and e-commerce, around one objective: making the brand promise and the product experience work as one.

In December 2024, under Evofone, I set out to lead Nothing Technology’s entry into Türkiye, bringing a global design disruptor in consumer electronics to the market.

While managing PR and creative agencies, my focus was precise: how do you position a challenger brand among capital-rich global giants?

I developed a cost-efficient strategic partnership that brought Nothing’s Türkiye launch together with world champion Turkish motorcycle racer Toprak Razgatlıoğlu.

I shaped every step, from the commercial strategy and creative concept to production management and social distribution. We translated speed, courage, transparency, and distinctive design into a language the market could feel.