VeSync GmbH.
Senior Integrated Marketing Communications Manager (EU & Germany)
The commercial result
In six months at VeSync, the flagship metric was 117% of the premium airfryer sell-out target in 53 days. 978 units. 4.0% conversion against a 2.5% category benchmark. Eight channels running simultaneously. That number is the summary of what the role was actually about: commercial accountability with a hard deadline.
I left in May 2026 to relocate back to Hamburg for family reasons. The contract was fixed-term; the departure was planned and personal. The business relationship ended well.
The role
VeSync is the EU growth organisation behind COSORI, Levoit, and Etekcity: consumer electronics brands competing in kitchen appliances and air quality across Amazon, retail, and D2C. I joined as Integrated Marketing Manager for the German lead market with full ownership of the channel mix and a GMV plan covering everything from sell-out targets to retail media allocations.
The scope was unusual for a single IC role: direct commercial accountability for German market performance, a team spanning Germany and China HQ, three major product launches, and a fixed-term structure that meant every launch had to count.
The flagship launch at a glance
117%
Sell-out target achieved
53 days
Launch window
4.0%
Conversion rate (vs. 2.5% benchmark)
7.07x
Blended ROAS
What I actually did
The airfryer launch: 117% in 53 days
The flagship launch was a premium airfryer in a category that was already crowded and commoditising. The brief was specific: hit sell-out in a 53-day window. The constraint was a higher price point than the category average, a new SKU with no review history, and a German consumer who researches thoroughly before spending more than €100.
The strategy was built around the Jobs-to-Be-Done framework. We ran consumer interviews to find the actual purchase trigger. Not “I want a healthier lifestyle” (that is the noise) but “I have a specific cooking problem that this solves better than my current workaround.” Those insights shaped the creative brief, the keyword strategy, and the influencer selection simultaneously.
Result: 117% of sell-out target. 4.0% conversion against a 2.5% category benchmark. Seven channels active in parallel, each brief anchored to the same Jobs-to-Be-Done foundation.
The mini tower fan launch
The Levoit mini tower fan required a different approach: a seasonal product most consumers ignore until a heatwave makes it urgent. I built a TikTok-first launch with weather-triggered media, where ads activated automatically when temperature forecasts crossed a threshold in targeted cities.
The campaign included a 7-stage consumer journey mapped from discovering the need to post purchase advocacy, plus a 3-city retail café activation to create physical presence alongside the digital campaign. Tight coordination across in-house, agency, and retail partners with no formal team reporting to me.
Solving the Germany-China alignment problem
Running launches across Germany and China HQ without line authority is a coordination problem as much as a marketing one. The recurring failure mode is that German market needs and China HQ priorities drift out of sync between briefing and execution.
I addressed this by building a shared launch governance framework: a single source of truth for campaign objectives, channel allocations, and approval stages that both sides could work from. The same framework was used to onboard the Spain and France marketing managers, making the model scalable beyond the German lead market.
The playbooks
Alongside the launches, I built three full-funnel launch playbooks covering product differentiation, price positioning, customer segmentation, and channel priority. All three were validated through Jobs-to-Be-Done testing before deployment.
The intent was explicit: make the next launch faster and better than the previous one. Each playbook was designed to be handed off and improved. Institutional knowledge instead of reactive improvisation.
What this means for your next hire
The skills that drove the VeSync results transfer directly: structuring a launch around customer insight before channel allocation, managing cross-functional teams without authority, and maintaining commercial discipline across multiple simultaneous workstreams.
If you are hiring a Senior Marketing Manager and want to talk through how this translates to your context, email me directly. I respond to specific enquiries within 48 hours.
VeSync gave me something BSH could not: a small, fast-moving team with direct accountability for sell-out numbers, not just brand metrics. Running 8 channels simultaneously on a tight timeline with real commercial targets sharpened my instinct for prioritisation. The launch playbook methodology I built there is Jobs-to-Be-Done validated, multi-channel, and structured from channel priorities down to creative brief. It is the framework I would bring to any product launch.
Proactively resigned from a fixed-term contract to relocate back to Hamburg for family reunification. The decision was personal, not performance-related. The role ended on strong terms with 117% of the key launch target delivered.
What did Berk Saraloglu achieve at VeSync?
117% of premium airfryer sell-out target in 53 days across 8 channels. 4.0% conversion rate against a 2.5% category benchmark. 7.07x blended ROAS. Built a 22-module EU IMC operating system adopted by Spain and France as the regional standard.
How did the VeSync airfryer launch reach 117% in 53 days?
Built around the Jobs-to-Be-Done framework. Consumer interviews identified the real purchase trigger. Those insights shaped the creative brief, keyword strategy, and influencer selection simultaneously. Seven channels ran in parallel, each anchored to the same JTBD foundation.
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