Experience

Lila Group

• Türkiye
• Paper and Forest Product Manufacturing
• 300 - 400 Employee

• Head of Export

  • Oct 2022 - Present



BASI Systems

• Netherlands
• Wellness and Fitness Services
• 1 - 100 Employee

• Chief Commercial Officer (CCO)

  • Jun 2021 - Oct 2022

  Basi Systems is the leading manufacturer of finely-crafted premium Pilates equipment and a global player within Fitness equipment industry with headquarters in Helden, NL and branch in New York, USA. • Responsible for the global commercial development and strategy of the company aimed at accelerating growth. • Managed the marketing, sales, product development, and customer success teams with the goal of improving key metrics. • Developed the global network of conventional (distributors, resellers, affiliate programs) and digital sales channels (e-commerce sites, social media) to increase penetration to Fitness Chains, Pilates Studios, Health Clubs, Hotels, Sports Clubs and Medical Rehabilitation Centers. • Lead development of online and offline marketing activities to increase global brand awareness with intensive use of social media and performance marketing, events and sponsorships. • Re-structured teams and lead the motivation, drive and development of new talent within the organization. • Developed the effective business plan with pricing strategies and commercial budgets based on Fitness industry trends and commercial opportunities. • Launched regional e-commerce sites operational to +25 countries. • Improved company sales and CRM processes designed to achieve global sales objectives. • Succeeded Revenue increase of +35% in 2021, +75% in 2022. • Established business with top tier fitness chains RSG Group (John Reed), Life Time Fitness, Xponential Fitness (Club Pilates). Show less



Warmhaus

• Türkiye
• Wholesale Building Materials
• 100 - 200 Employee

• International Business Manager

  • Feb 2017 - Jun 2021

  • Responsible for developing and implementing international business expansion strategy for company brand, OEM and private label business. • Full responsibility of turnover and P/L. • Achieved export sales revenue of total +$125M EUR in four consecutive years with +350% revenue increase in 2020 compared to 2016. • Succeeded export driven business strategy and achieved 60% revenue share of company in 2019 compared to 30% in 2016. • Re-organized export business department with 6 direct reports and 4 indirect reports. • Lead subsidy office in UK with 11 local employees. • Launched Warmhaus brand in +30 markets for radiators and boilers, and succeeded branded revenue split by 90% in boilers and 20% in radiators as UK, Europe, China, Russia & CIS, Near East as top markets. • Successfully concluded long-term contracts for six +$3M OEM customers and increased radiators business +101% in quantity in 25 export markets incl. UK, Germany, France, Romania, Poland, Russia, China as top markets. • Established licensed business model in Iran with a local partner for production and sales of boilers. • Streamlined forecasting process and complexity management to reduce lead-times by 30% • Established financial risk management procedures to eliminate inactive inventory and initiatives to reduce working capital and secure cash flow. • Developed conceptual design of SD, C4C Sales, B2B modules of SAP transition. Show less



Henkel

• Germany
• Manufacturing
• 700 & Above Employee

• • Jan 2016 - Feb 2017

  • Lead the consumer adhesives business (building, craftsmen, stationary) across Near East region.• Increased EBIT by +3 pp by value selling sales initiatives and listing new distributors.• Strategically lead the development of sales and brands regionally within international strategies thru local distributors.• Developed category and brand OGSMs strategies & defined the right marketing mix and distribution strategies for trade channels.• Lead licensed production business for building adhesives in Israel with local partner. Show less

• • Jan 2016 - Feb 2017

  • Coordinated the transformation of the Turkish traditional trade distribution channel into exclusive regional distribution and marketing model.• Coordinated sales, brand marketing and trade marketing senior managers to develop strategy road map and activity plan.• Supported distribution model expansion to Iran market and trained Iranian team for marketing & sales.• Lead licensed production business for building adhesives in Turkey with a local partner (Iğdır plant).

• • Jan 2013 - Dec 2015

  • Lead Building Materials & Energy Saving Systems business units.• Developed short - mid - long term category plan targets of steering units (turnover, profitability, sales and marketing activity plans).• Launched Ceretherm Insulation systems by building up the marketing, technical and dedicated sales teams.• Lead re-branding campaign of hardware market leader brand 'Sista'.• Launched Ceresit professional cleaning aftercare market category with dedicated sales team.• Initiated licensed production business for building adhesives in East Turkey from ideation to realization by organizing legal infrastructure, operational set-up, sales strategy and market implementation with licensing partner respect to Henkel standards. Show less

• • Nov 2010 - Dec 2012

  • Managed marketing of Building Adhesives & Energy Saving Systems (Sista, Ceresit, Thomsit)• Developed and implemented short- and long-term brand and product strategies: portfolio management, positioning and pricing, trade channel activities, marketing campaigns and S&OP support.• Managed agencies thru all ATL & BTL concept development and process.• Lead launches of innovations in Ceresit PU Foam adhesives category.• Launched Thomsit decorative flooring systems category with a dedicated architect’s showroom.• Coordinated Henkel Profi Club customer loyalty program for Distributors / Retailers / Installers.• Corporate representative in industrial associations (İZODER, SUDER – board member). Show less



Eczacıbaşı Topluluğu

• Türkiye
• Manufacturing
• 700 & Above Employee

• Product Manager

  • Jun 2007 - Nov 2010

  • Brand and product management of VitrA Fix Building Chemicals and VitrA Therm Thermal Insulation Systems. • Member of Innovation Team and Eczacıbaşı Holding Sustainable Development Working Group. • Developed and managed marketing mix strategies, coordinated of exhibition programs, internal & external trainings, customer meetings and events. • Developed and managed ATL & BTL & digital marketing activities thru agencies. • Managed Club VitrA Fix end-user loyalty program. • Involved in start-up and business development activities of VitrA Therm business: · Management co-branding partnership with Jotun Paints. · Set-up the agile supply chain network for traded components. · Leading sales team for sales strategy, provided on-site support and techical support. · Generation of seller and applicator dealer network with 125 channel members. · Expansion of sales to GCC and Near East regions. · +50% successive annual turnover growth. • Corporate representative in industrial associations (İZODER, IMSAD). Show less



haftasonum.com

• Istanbul, Turkey

• Business Developer / Partner

  • Jun 2005 - May 2007

  Web portal and e-trade site offering life experiences Lead all content development and commercial business. Web portal and e-trade site offering life experiences Lead all content development and commercial business.



Çukurova Construction Industry & Trade Inc.

• Istanbul, Turkey

• Business Development Executive

  • Feb 2004 - Oct 2005

  • Monitored and identified domestic and overseas construction work opportunities. • Prepared bidding files (tender documents analysis, BOQ, quantity surveys). • Supported project manager for construction works in Afghanistan (contract management, daily operational reports, commercial follow-ups). • Monitored and identified domestic and overseas construction work opportunities. • Prepared bidding files (tender documents analysis, BOQ, quantity surveys). • Supported project manager for construction works in Afghanistan (contract management, daily operational reports, commercial follow-ups).



Istanbul Technical University

• Türkiye
• Higher Education
• 700 & Above Employee

• Research Assistant

  • Jan 2005 - May 2005

  Research Assistant at Marketing and Production Management Division of Faculty of Management Research Assistant at Marketing and Production Management Division of Faculty of Management