Turning a payment partnership into a growth campaign.
A Mastercard-sponsored extra-refund offer gave tax-free shoppers an additional reason to pay with Mastercard—while creating a commercial lever for Global Blue's member-store network in Türkiye.
My role: concept, feasibility, sponsorship case and cross-functional delivery.
Commercial campaign · Six-month year-on-year comparison
Create a reason to act in a softer tourism market.
With tourist arrivals under pressure, the commercial challenge was to stimulate tax-free shopping activity and encourage eligible customers to complete their purchases using a partner payment method. The campaign needed a clear customer benefit and a practical way to activate it across a multi-store retail network.
Turn a payment partnership into a shopper incentive.
The proposition was straightforward: customers paying for tax-free shopping with Mastercard could receive a 50% extra refund. The offer connected a tangible shopper benefit with a commercial objective, while giving Mastercard a sponsored activation and participating retailers a campaign to communicate in-store.
From business case to coordinated execution.
Shape the concept
Developed the idea and assessed commercial feasibility, including the rationale for a partner-funded extra-refund proposition.
Secure sponsorship
Built the commercial case and secured Mastercard sponsorship for the campaign.
Coordinate execution
Aligned local stakeholders with teams in London, Vienna and Lisbon to support the digital setup and campaign rollout.
The work connected commercial planning, partner management, digital implementation and store-level activation rather than treating the campaign as a standalone marketing message.
Growth against a challenging backdrop.
The campaign was activated across 150 member stores in İstinyePark, Zorlu Center and Emaar Square. The reported result was 10–20% higher transaction volume compared with the same period in the previous year, despite falling tourist arrivals.
The initiative was also reported internally as Commercial Project of the Year.
Commercial judgment with hands-on execution.
- Identifying a growth lever that aligns customer value with partner economics.
- Building a commercial case that secures external sponsorship.
- Coordinating cross-border teams and local retail stakeholders around one proposition.
- Framing results against a comparable period and a challenging market backdrop.