ELBAY ISKANDARLI

As a Marketing Account Manager at Sinteks, I lead 360° marketing activations across a portfolio of premium international fashion and retail brands, combining strategy, creativity, and AI-driven innovation to deliver powerful brand experiences in both traditional and digital spaces. From April to October 2025, I managed marketing for our mono-brand stores — Diesel, Armani Exchange, Guess, Hugo, DKNY, Tod’s, Furla, Bally, Geox, and Lloyd — overseeing full-cycle marketing operations, local brand adaptation, and campaign execution. Each activation translated global brand DNA into locally relevant storytelling, strengthening visibility and retail performance. Key achievements include: - Launching Azerbaijan’s first fashion morning activation – HUGO Morning Club, merging lifestyle, music, and fashion through immersive brand experience. - Leading the BOSS x Aston Martin Aramco F1 Simulator Event, managing creative direction, partnerships, and production for one of the market’s most high-profile collaborations. - Executing a guerrilla marketing initiative – DIESEL x Sistema, sponsoring the first Azerbaijani DJs to perform on HÖR Berlin, fully styled in DIESEL merch — blending underground culture with global exposure. - Creating all visual and POS materials for Deichmann and F&B stores Gloria Jeans and Bogcha, leveraging AI-powered creative workflows for faster, high-quality visual production. Since October 2025, I’ve been leading the marketing and creative direction for MIUM, Sinteks’s new multi-brand premium concept, overseeing branding, launch strategy, and communication to position it as a next-generation retail destination. My approach unites strategic brand management, 360° activations, and technology, shaping experiences that connect global fashion culture with local audiences.

At the Azerbaijan Gymnastics Federation, I served as a creative manager, overseeing the entire creative process within the digital realm. My work involved managing social media channels and ensuring a steady stream of engaging content that resonated with our audience. I was responsible for creating and implementing all aspects of content strategy, from conceptualizing and producing videos to writing scripts that highlighted key moments in both local and international gymnastics events held in Azerbaijan. I played a key role in integrating entertainment and show elements into large-scale championships and tournaments, enhancing the overall experience for both athletes and spectators. My position also required close collaboration with international media personalities during major championships, where I provided support and ensured all communications ran smoothly. In addition to these duties, I handled copywriting tasks for the federation’s resources, ensuring that all written material maintained a consistent and professional tone. This holistic approach to content creation and media management allowed me to significantly contribute to the digital presence and public image of the federation.

I have been serving as the Creative Marketing Manager for DokuBaku, Azerbaijan's first and only international documentary film festival, for the past two years. Over this period, the festival has featured over 100 films from more than 40 countries and welcomed over 50 directors from around the globe. I managed all advertising processes, including both digital and traditional media channels, and directed the creation of visual and textual content for marketing. As DokuBaku continues to grow, it has gained increasing attention, with over 4,500 attendees participating across both editions, further solidifying its international reputation.