Growth Strategy
Define where to play and how to win through consumer insight, category dynamics and competitive intelligence.
Marketing & business growth leader
I build brands that lead.
Turning consumer insight into portfolio, pricing and innovation choices across Europe, Türkiye, the Middle East and Africa.
Istanbul, Türkiye
Global ambition.
Local understanding. Europe · Türkiye · MEA · SSA
Local understanding. Europe · Türkiye · MEA · SSA
Selected brands I’ve helped grow
SENSODYNE
Panadol
parodontax
CENTRUM
Cif
Knorr
MAYBELLINENEW YORK
VICHYLABORATOIRES
16+Years across FMCG and Consumer Health
20+Markets influenced across Europe, Türkiye, the Middle East and Africa
4Global companies: P&G, L’Oréal, Unilever and Haleon
MillionsOf consumers reached through trusted everyday brands
What I bring
Strengths that connect the disciplines.
My advantage is not a single specialism. It is the ability to connect consumers, brands, portfolios and the P&L — then turn that clarity into action across diverse markets.
01Consumer empathy with commercial rigour
02Global perspective with local judgement
03Clarity in complex portfolios and markets
04Strategy translated into execution
05Decisive prioritisation and ownership
06Teams and systems built to sustain growth
Executive scope
I turn consumer and market complexity into a clear growth agenda.
Connecting brand ambition, portfolio choices and commercial value — then aligning the organisation behind the decisions that matter.
Portfolio & Innovation
Shape brand architecture, innovation priorities and propositions that create new sources of growth.
Commercial Value Creation
Connect growth to the P&L through pricing, price-pack architecture, RGM, investment and mix optimisation.
Brand & Demand
Build distinctive positioning and integrated demand systems across communications, media, channels and markets.
Enterprise Leadership
Translate strategy into annual plans, aligned decisions, high-performing teams and consistent execution.
Selected impact
Strategy measured by the move it creates.
Lead
From challenger to category leader.
Built growth playbooks that connected premium segments, portfolio choices and professional advocacy to strengthen category leadership.
Scale
One portfolio. Many growth contexts.
Led cross-category portfolios across diverse markets, balancing long-term strategy, annual investment and local execution.
Build
Built new growth beyond the core.
Expanded established brands into adjacent categories and premium segments to create new sources of growth.
Move
Turned opportunities into market-ready propositions.
Accelerated innovation and translated consumer opportunities into locally relevant product, pack and communication solutions.
How I create growth.
Great marketing is not more activity. It is a sequence of clear choices — grounded in consumer reality, connected to commercial value and made executable by the organisation.
Find the growth space
Demand spaces, category dynamics, segmentation and competitive intelligence.
Make portfolio choices
Where to play, brand architecture, innovation priorities and premiumisation.
Build the commercial model
Price-pack architecture, mix optimisation, investment and route-to-market.
Mobilise the organisation
Clear operating models, strong agency partnerships and high-performing teams.
International journey
Global experience.
Local judgement.
Built across developed and emerging markets — translating global brand ambition into locally relevant, commercially effective growth models.
IstanbulConsumer insight · Brand leadership · Regional strategy
RotterdamEuropean innovation · Brand development
JohannesburgPortfolio leadership · Category transformation
NairobiMarketing director · 12-market growth agenda
Career in Context
Built across global brands, regional portfolios and market leadership.
HALEON · GSK CONSUMER
Brand, portfolio and P&L leadership across Türkiye, the Middle East and Africa.
UNILEVER
Global and regional brand development across categories, propositions and innovation.
L’ORÉAL
High-volume beauty and pharmacy-channel marketing in two distinct commercial models.
PROCTER & GAMBLE
Consumer and market understanding as the foundation for strategic decision-making.