EDA GURAL BERCOW
Istanbul
Summary
Fourth-generation executive of the Gurok Group (Top 100 in Türkiye; $500M+ revenue), responsible for leading brand strategy and international expansion for the CPG division. Combine brand and design expertise with hands-on commercial experience to achieve successful brand development, market entry, and product positioning across retail and wholesale channels.
Overview
6
6
years of professional experience
Work History
Head of Strategic Projects – Brand & International Expansion
AVOYA | Gurok Group
11.2024 - Current
- Analyzed the €20B European sparkling water market across 15+ countries to identify priority expansion markets; developed multi-tier market expansion strategy based on competitive dynamics, logistics, and route-to-market economics.
- Led end-to-end initial European market launch strategy; including assessing distribution channels, value chain economics, and partner landscape within Tier 1 expansion market.
- Developed go-to-market strategy for launch including budget and stakeholder plan securing board approval.
- Managed quarterly strategic analyses of global beverage market trends, identifying opportunities in packaging innovation, functional beverages, and category expansion to guide portfolio decisions.
- Serve as official brand spokesperson for press relations and key stakeholders.
- Gurok Group's CPG division
- Gurok Group Board Non-Voting Member since January 2025, with exposure to corporate governance, multi-sector capital allocation, and long-term strategic planning across the Group's tourism, manufacturing, construction, and CPG businesses.
Brand & Marketing Manager
AVOYA | Gurok Group
10.2020 - 11.2024
- Developed and launched AVOYA – Turkiye’s leading premium sparkling mineral water - including market analysis, brand architecture, product strategy, and consumer positioning to establish a new premium CPG brand to leverage Gurok’s manufacturing expertise and underutilized capacity.
- Secured 3,000 retail partnerships across Türkiye within the first year of launch, capturing ~2% market share (market size: €664M / 819M litres).
- Commissioned and synthesized quantitative and qualitative consumer research; led brand repositioning to leverage AVOYA's 4 product lines and 12+ SKUs portfolio to compete at retail.
- Oversaw marketing and design agencies from vetting and contract negotiation through onboarding.
- Premium sparkling mineral water & functional beverage brand
Brand Manager
NUPRAVA
05.2020 - 10.2020
- Spearheaded brand identity from the ground up — naming, visual design, brand voice, and a fully branded Shopify storefront — across Instagram, Shopify, and LinkedIn to deliver a seamless, premium end-to-end experience.
- Directed high-impact product photoshoots and activated influencer partnerships, leveraging Instagram promotions to craft a travel-forward aesthetic and drive brand visibility and customer acquisition.
- Premium Travel Yoga Mat Brand
Education
Bachelor of Architecture -
Pratt Institute
New York12-2019
Brand Management Certificate -
Cornell University (eCornell)
01-2022
Skills
- Market research
- Stakeholder engagement
- Press relations
- Euromonitor and WGSN
- Microsoft Office
- Analytical and critical thinking
- Decision-making
- Networking
Hobbies and Interests
- Architecture
- Global consumer trends
- Family business governance
- Animal welfare
Languages
- Turkish (Native)
- English (Fluent)
Timeline
Head of Strategic Projects – Brand & International Expansion
AVOYA | Gurok Group
11.2024 - Current
Brand & Marketing Manager
AVOYA | Gurok Group
10.2020 - 11.2024
Brand Manager
NUPRAVA
05.2020 - 10.2020
Bachelor of Architecture -
Pratt Institute
Brand Management Certificate -
Cornell University (eCornell)