EXECUTIVE PROFILE

Repeatedly produces sustained revenue and EBITDA growth in dynamic and changing markets.
Has proven success and achievements in FMCG, Consumer Goods, Wholesale and Retail.
Has extensive business background in multi-cultural environments.

  • Strategic Planning
  • P&L Management / Budget Planning
  • Change Management / Re-structuring
  • Start Ups
  • Sales Management / Team Establishing
  • Key Account Management
  • Trade Marketing Management


CORE ACCOMPLISHMENTS


  • Turned around a failed, unsuccessful business to a positive path and prepared the business for acquisition.
  • Reversed losses into profits, generating turnover and positive EBITDA/net result year on year.
  • Integrated 5 independent companies’ Key Account Teams into a 650 Million USD revenue Key Account giant in two years.
  • Established the right infrastructure for long term objectives.


PROFESSIONAL EXPERIENCES

Consultant / Sales Coach
Neuro-Sales Consulting – İstanbul
July 2014 – Present 

  • Consulting local SME companies which would like to penetrate their products to the market and organizing listings in Key Accounts.
  • Performing as a sales partner in a group of local SMEs.
  • Giving consultation to international SMEs which would like to invest in or reorganize their business in Turkish Market
  • Training the teams or the individuals to maximize the performances.
  • Coaching to individuals who would like to boost their professional careers.
  • Mentoring a group of university students to prepare for the business life.


Country Manager / General Manager
SMYK Turkey – İstanbul
March 2013 – June 2014 

SMYK is a part of EM&F Holding Company which is based in Warsaw, Poland. SMYK is a regional baby & children products retail company which operates in 9 countries.

I had sole responsibility for the operation of the company in Turkey as the Country Manager of Turkey, managed 15 million USD turnovers and reported to SMYK Group COO in Poland. The functions in SMYK Turkey were purchasing & importation, retail chains, real estate development, sales & marketing, finance & accounting.

During my responsibility, I succeeded in below subjects simultaneously;

  • Set up a lean organisation
  • Transformed outsourced accounting to in-house.
  • Reduced the rental costs and renewed the contracts of major stores.
  • Renewed warehouse and office contracts and reduced the costs.
  • Increased the turnover 21% in general and 13% in LFL in 9 months.
  • Sold out & exported old fashion products and generated revenue.
  • Reduced the loss of the company almost 50% and prepare the company for acquisition.
  • Closed the loss maker major 2 big boxes with minimum costs.


Sales & Trade Marketing Director
ARTSANA Turkey – İstanbul
October 2010 – November 2012 

Artsana Turkey is a sister company of Artsana Group which is based in Como, Italy. The Group focuses on two main business areas: Baby and Health & Beauty Care. Artsana Group has Chicco, Neo Baby and Boppy brands in Baby Care and Pic, Coontrol and Lycia brands in Health & Beauty Care.

I was responsible for Sales and Trade Marketing functions, including wholesale and retail (10 O&O stores and 15 franchised stores) operations, managed 30 million USD turnovers and reported to Artsana Turkey General Manager.

During my responsibility, my achievements were as below;

  • Changed the sales and trade marketing organization according to the market and categories and established Key Account Management additionally.
  • Changed the route to market model of the company and eliminated distributors and wholesalers in unnecessary categories and regions, changed the system to direct distribution.
  • Reduced the delivery and sales costs of the company up to 8%.
  • Reduced price competition and changed the perspective of customers to margins.
  • Set up monthly SO&P meetings, reduced inventory costs and increased fill rate.
  • Segmented the customers and supplied the product portfolios accordingly and reduced overlaps.
  • Created positive perception and increased consumer traffic of the stores (both O&O and franchisee) and set up a balance between wholesale and retail.
  • Increased skills and competence of the team with on the job trainings & trainings.
  • Closed loss maker stores and franchise and established new stores in trendy shopping malls.
  • Increased the turnover of the company by 22% in a year and reversed losses into profits, generated 7% positive EBITDA and positive net results.
  • Won “the Company of The Year 2011” prize in Artsana network worldwide.


ÜLKER – İstanbul
Jan 2007 – June 2010

Sales Group Manager
Pasifik Tüketim A.Ş. - İstanbul
Jan 2008 – June 2010

Pasifik Tüketim A.Ş. is a part of Ülker Group companies. Pasifik Tüketim A.Ş. was started business in January 2008 to serve for organized trade market for whole Ülker categories except dairy products.

I was responsible for the sales, logistics and accounting of Cash & Carry channel for whole Ülker categories and reported to Asst. General Manager.

During my responsibility;

  • Organized and managed the business unit which has sales teams, accountant and logistic responsible of the unit, established the infrastructure of Cash &Carry Business Unit and key accounts management process.
  • Determined the channel strategies in line with company strategies and executed.
  • Executed yearly contract renewal of responsible accounts and control company budget for running business in line with the approved channel strategies.
  • Managed over 165 million USD turnovers in 54 categories with my sales, logistics and accounting teams.


Organized Trade Manager
Yıldız Holding A.Ş. – İstanbul
Jan 2007 – Dec 2007

Yıldız Holding is the holding company of Ülker.

I was responsible for representing Ülker brand on behalf of all distribution companies in assigned multinational, national and local retailers. I reported to Holding Company Group Coordinator.

During my responsibility;

  • Coordinated Carrefour, Dia, Real, Metro C&C and Tespo C&C for whole Ülker categories.
  • Executed yearly contract renewal of above accounts and supervised distribution companies’ Key Account teams for running business in line with the approved strategies.


Key Accounts Sales Manager
British American Tobacco – İstanbul
Aug 2002 – Jan 2007

British American Tobacco is a leading global tobacco company based in Britain. It was established and started operations in Turkey in 2002. Additional to its own brands like Kent, Pall Mall, Lucky Strike, Rothmans and Viceroy, it owns Tekel & its brands.

I was responsible for Key Accounts Management and management of the exclusive distributor and reported to National Accounts Sales Manager.

During my responsibility;

  • Set up Key Accounts Sales and Merchandising Team in İstanbul.
  • Penetrated the brands to Key Accounts.
  • Increased the market share of the company in Key Accounts to 11% from scratch in two years. (Average market share was 7%)
  • Was responsible for yearly contracts and renewals in assigned accounts.
  • Was responsible for Carrefour/Gima, Metro, BTT, Kiler and a group of key local C&C accounts which had 49 % of volume share in KA business. 
  • Had responsibility of all national key accounts outlets, local chains, prisons and military bases within Istanbul European side and Thrace region.

 
Hayat Kimya Sanayi A.Ş. – İstanbul
Jan 1999 – May 2001

Hayat Kimya is one of the leading Turkish owned companies in the FMCG industry in Turkey and in the region.

Hayat Kimya used to offer Bingo & Test brands in the home-care category, the Molped brand in the sanitary pads category, the Molfix brand in the baby diapers category, and the Joly brand in the adult diapers category.

National Key Accounts Sales Manager
Mar 2000 – May 2001

I was responsible for the sales and trade marketing activities in national and global key accounts. I reported to the Sales Director.

During my responsibility;

  • Re-organized the Key Account Team, role profiles and workflows of the department
  • Set team, account, individual targets and implement incentive systems accordingly.
  • Prepared account plans and set account priorities.
  • Set portfolio analysis and finalized portfolio rationalization by account.
  • Launched and penetrated Molped to the key accounts.
  • Empowered Molfix and Bingo brand images in key accounts.
  • Increased the turnover of key accounts 80% and reduced costs 4% in a year.
  • Increased the ranking of Key Accounts from 3rd place to 1st place in terms of turnover inside sales regions in a year.


Sales Planning Manager
Jan 1999 – Feb 2000

I was responsible for planning issues (pricing, budget, quarterly & yearly meetings preparation, preparing regional activities and targets by brand/category/sku), training and auditing within the Sales Department. I reported to the Sales Director.

During my responsibility;

  • Set the base for trade marketing activities and increased the efficiencies.
  • Participated to ISO 9000 project team on behalf of Sales & Marketing Department.
  • Prepared ISO 9000 procedures and documents and implemented ISO 9000 to the department.
  • Established Sales Audit team in all regions and managed the function accordingly.
  • Determined training plan for the department and implemented it.


Management Systems Assistant Manager
ETİ Pazarlama A.Ş. – İstanbul
Mar 1997 – Dec 1998

ETİ Pazarlama A.Ş. is a part of ETİ Group Companies. ETİ Pazarlama A.Ş. was established in 1997 in İstanbul for marketing and distribution of ETİ confectionery products.

I was responsible for increasing productivity and effectiveness by designing new systems and revising current systems especially in Marketing and Sales and reported to Management Systems Manager.

During my responsibility;

  • Set up and control the effectiveness of the functions of the company.
  • Shift route to market from direct distribution to distributor system. Established IT & reporting infrastructure of the distributors and trained distributors’ employees according to the procedures and processes.
  • Established Route Accounting System (RAS) in distributors and trained the employees and checked the efficiency and health of the system.
  • Created mobile Key Account Management software and implemented it to the business.


EDUCATION 

1993 – 1996 Istanbul Technical University
MA in Business Administration
Thesis: Sales Planning in Sales and Marketing Organizations

1989 – 1993 Istanbul Technical University
BSc in Management Engineering

1983 – 1989 Antalya Anatolian High School