Global marketing & growth executive
I build brands that lead.
Turning consumer insight into portfolio, pricing and innovation choices across Europe, Türkiye, the Middle East and Africa.
Istanbul, Türkiye
GY
Global ambition.
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
Operating range
Built from consumer insight to full business ownership.
PROCTER & GAMBLE2009—2010
Consumer understanding as the foundation.
Learning to turn human behaviour, category evidence and market intelligence into decisions that shape the business.
- Consumer segmentation & demand spaces
- Usage, attitude & occasion studies
- Qualitative and quantitative research
- Competitive intelligence & brand health
- Insight-led innovation briefs
- Positioning and portfolio decisions
- Category growth drivers
- Board-level strategic recommendations
L’ORÉAL2010—2012
Local execution at speed and complexity.
Operating across two very different growth models: pharmacy credibility for Vichy and high-volume, high-complexity mass beauty for Maybelline New York.
- Global-to-local brand activation
- High-volume commercial execution
- Complex product and shade portfolios
- Retail portfolio architecture
- Pharmacy and HCP channel activation
- Mass-audience demand creation
- Shopper & omnichannel activation
- Product and pack localisation
UNILEVER2012—2016
End-to-end brand development.
Building propositions from the first consumer tension through concept, product, pack and communications — then scaling them across markets.
- Consumer need to brand concept
- Concept to product and pack
- Product and portfolio mix development
- Communication platform development
- Multi-market commercialisation
- Innovation pipeline and speed-to-market
- Brand architecture & premiumisation
- Insight-led strategic briefs
HALEON · GSK CONSUMER2016—2025
Full brand and business leadership.
Connecting brand growth to commercial delivery across Türkiye, the Middle East and Africa — from multi-year strategy to the annual P&L.
- Full P&L ownership
- Annual Business Planning
- Five-year Brand Growth Plans
- Portfolio strategy: where to play, how to win
- Pricing, Price-Pack Architecture & RGM
- Affordability and premium ladders
- Investment and mix optimisation
- Full-funnel marketing & performance media
- Team development & agency governance
- Cross-functional operating models
- Executive stakeholder alignment
- Market expansion strategy
Selected impact
Strategy measured by the move it creates.
01 · Category leadershipSouthern Africa
Lead
From challenger to category leader.
Built growth playbooks that connected premium segments, portfolio choices and professional advocacy to strengthen category leadership.
02 · Regional scaleSub-Saharan Africa
Scale
One portfolio. Many growth contexts.
Led cross-category portfolios across diverse markets, balancing long-term strategy, annual investment and local execution.
03 · Growth beyond coreGCC
Build
Built new growth beyond the core.
Expanded established brands into adjacent categories and premium segments to create new sources of growth.
04 · Innovation velocityTürkiye & KSA
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.
01Find the growth space
Demand spaces, category dynamics, segmentation and competitive intelligence.
02Make portfolio choices
Where to play, brand architecture, innovation priorities and premiumisation.
03Build the commercial model
Price-pack architecture, mix optimisation, investment and route-to-market.
04Mobilise 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
Experience
A career built across brands, categories and borders.
HALEON
Marketing Director — Sub-Saharan Africa
2024—2025
HALEON
Group Marketing Manager — Oral Health
2023—2024
HALEON
Regional Marketing Manager — Sensodyne
2020—2024
HALEON
Regional Senior Brand Manager — Panadol
2016—2019
UNILEVER
Regional Brand Development — Knorr & Carte D’Or
2015—2016
UNILEVER
Regional & Global Brand Manager — Cif
2012—2015
L’ORÉAL
Senior Product Manager — Maybelline NY & Vichy
2010—2012
P&G
Consumer & Market Knowledge
2009—2010
Point of view
What I’m thinking about.
Pricing & portfolioPremiumisation in inflationary markets
How price-pack architecture can protect margin without abandoning penetration.
Growth strategyPortfolio choices beat more activity
Why clarity on where to play creates more value than adding another campaign.
Global brandsGlobal ambition, local relevance
Building scalable brand systems that still respect different consumer realities.