Istanbul, Türkiye
I have more than 25 years’ experience in Marketing, Sales and General Management. I had the opportunity to have a diverse multinational career working at different functions and geographies including UK, Europe, Russia, Central Asia, Turkey, Middle East, and Africa. I have worked in both emerging, and developed markets at a local, regional, global scope. At the heart of my professional life lies my leadership purpose which is to “UNLOCK the potential in PEOPLE and WIN with them turning PASSION into ACTION.” I love to co-create success with teams by inspiring them to learn more, dream more and become more. In today’s fast paced ever-changing world, being in an ongoing shift is the unlock to success. I always try to keep a balance between winning for today and transforming for tomorrow. I encourage my team to experiment and scale future proof success. I define legacy as not to leave something for people, but to leave something in people. I am determined to leave a legacy by the actions I take every day to see my team growing into the future and help them realizing their full potential. I’m surrounded by my lovely wife and 3 kids who are the real source of inspiration in my life. In my personal time I love running long-distance, travelling, exploring trends & technology.
Hayat is a major player in fast moving consumer goods sector, rapidly advancing on the path of globalization. Hayat is the world’s 4th largest branded diaper manufacturer and the largest tissue producer in the Middle East, Eastern Europe, and Africa. With its powerful brands Hayat operates in tissue, hygiene, personal health and home care categories. With the belief that everyone in this world has the right to access high quality products, Hayat brings life to millions of homes in more than 100 countries. Leading Turkey business end to end across all functions, as well as export operations.
Leading Marketing and end-to-end business of ~€1.5b turnover, overseeing a direct team of 200 people and cross-functional team of +5000 people in matrix organization across 35 countries in NAMETRUB business unit. Active member of 3 executive leadership teams: Global Foods & Refreshment Executive Leadership Team, NAMETRUB Board and TUI Board. • Created and deployed NAMETRUB Foods & Refreshment (F&R) Force for Good strategy, pioneering healthy nutrition in the region powered by plant-based eating, waste, and carbon footprint reduction. • Global growth champion tripling business growth rate driving 4G (Consistent, Competitive, Profitable and Sustainable Growth). • Accelerated future-fit growth powered by data-driven marketing, data partnerships, digital innovations and dCommerce strategy leading to 250% growth, enabled via ‘Digital Hub’ org model, agile ways of working and upskilling program. • Led F&R portfolio transformation: Strengthening the core while stepping into new tailwind segments. Formed and deployed F&R marketing playbook across the region. • Successfully transformed integrated brand marketing plans, innovation funnel, route to market, talent & organization to be fit to win for today and pioneer for tomorrow via continuous reiteration. • Led and deployed world class purposeful brand activations leading to first ever Cannes Lions award achievement of Unilever across the region (2021, Egypt - Knorr Rooftop Garden campaign).
Led a business of ~€350m, +1000 people organization responsible of managing Marketing, Sales, and cross-functional business teams. Put into place the vision and 5-year ambitious strategic plan which was overdelivered in 3 years. • Iran: As an amazing start-up experience, transformed a trading organization into full-fletched consumer centric business. Quadrupled the business in 4 years via strategic portfolio choices, entering white space categories, building purposeful brands with award winning activations, pioneering digital, revamping Customer Development & Shopper Marketing, strengthening Unilever’s reputation on sustainability via partnerships, organization design, building one inclusive winning team & culture. Created the first Joint Venture in the business partnering with the biggest foods company of Iran. FMCG Employer Choice of #1 in 2016 for the first time. Improved gender diversity by lifting women representation from 8% to 41%. • Caucasus and Central Asia: Successfully navigated the business during a regional scale economic turmoil with +100% devaluation. Established a strong portfolio play and route to market pioneering dCommerce. Gained market share in all categories. Established Caucasus organization and opened a new office based in Baku.
Led a business of ~€600m; responsible of Marketing (45 people in direct team) and end-to-end business lead (+1500 people in matrix organization). Active member of Unilever RUB Executive Board. • Historical business turnaround in Ice-Cream with doubled CAGR, highest ever market share and profit margins. • Landed future Foods’ vision (A declining business for the last 3 years) transforming the portfolio. Turned the business into green market share first time ever since 2010 with 200 bps profit margin improvement.
Led a business of ~€1.3b and team of 40 people responsible of Marketing and end-to-end P&L management. • Tripled turnover growth rate. • Launched and established the “business” sub-brand “ISTCELL” from scratch with a clear positioning, price plan, loyalty program, retail, and 3rd party partnerships. • Landed the mobile devices loyalty program leading to a historical 30% boost in customer contracts. • Re-launched & executed premium segmentation retention program (Black, Platinum, Gold).