Esma Yeniceri Bayrak

Commander
DISC Type : D

Global Head of Growth Marketing at AXA – Global Healthcare

London Area, United Kingdom

Overview

Esma is a marketing leader with over 15 years of experience shaping multi-channel growth strategies for B2B and B2C segments. She specializes in the fintech and healthcare sectors, driving customer acquisition and revenue growth. Her background includes advanced studies in Digital Analytics and the Science of Decision Making at Stanford.

Outside of her core role, Esma is passionate about mentoring the next generation of leaders. She actively engages with MBA students, sharing industry insights and guidance. She is also a proponent of in-person connection and collaboration, frequently participating in and promoting industry leadership events.

Unique fact: Esma studied the Science of Decision Making at Worldview Stanford, applying principles of behavioral science to her growth strategies.

Personality Overview

Decisive

Very Quick

Risk-Taker

They like to act fast and expect others to do the same.  They are not focused on building rapport and relationships. They are very proud of what they do.

Topics They Care About

Growth Marketing
Her career is centered on devising and executing comprehensive growth strategies to drive customer acquisition and revenue for global companies like AXA and Essentra.
Fintech & Insurtech
Possesses deep expertise in the fintech sector from roles at BUX and Molo, and now applies this knowledge to innovate within the global healthcare insurance industry.
Mentoring Future Leaders
Expresses genuine fulfillment in supporting and guiding MBA students and young professionals, recently hosting a group from ESSEC Business School at her London office.

Media Appearances

Esma has no verified media appearances

Work History

11-2024
Global Head of Growth Marketing at AXA – Global Healthcare
9-2023 - 7-2024
Global Head of Customer Acquisition at Essentra
3-2022 - 6-2023
Head of Growth at BUX
11-2020 - 3-2022
Senior Growth Marketing Manager at Oakam Ltd
6-2019 - 10-2020
Digital Marketing Lead- Acquisition at Molo

Education

2015 - 2015
The Science of Decision Making from Worldview Stanford1
2014 - 2015
Advanced Internet Marketing and Digital Analytics from University of San Francisco

More Information

Social Presence :

Prographics :

Exp : 15 Location : London Area, United Kingdom Job Level : Mid-senior Designation : Global Head of Growth Marketing at AXA – Global Healthcare
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Insights For Selling To Esma

During A Call Or A Meeting

DO's

  • Objectively showcase the impact that your product creates
  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.
  • Refer to testimonials from well-known industry leaders

DONT's

  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Avoid being too verbose

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Esma is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Esma

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Esma move?

  • They can take decisions very fast if you manage to convince them.
  • Can Esma take some risk or not?

  • The risks don’t matter much to them.

You And Esma

Personality Compatibility


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