1978 - 1978 BEKO TICARET A.S. ( A KOC GROUP COMPANY)
After having my MBA degree, Dr. Emre Gonensay, one of my professors at Bosphorus University has introduced me to Koc Holding. I have been hired as a management trainee in Koc Holding Talent Program, and I have started my career as a salesman in BEKO TICARET which was one of the most important house appliances distributing organizations in Turkey. I have reported to Mr. A. Gunduz Ozdemir who was then the Area Manager of Istanbul Region. I left Beko at the end of 1978 for my military service obligation. Mr. Ozdemir has recently retired from the President of Durable Consumer Goods Division in Koc Group.
Currently BEKO TICARET does not exist, however BEKO is a worldwide known home electronics brand of KOC Group.
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1980 - 1982 DASA DAGITIM VE SATIS A.S. (AN ECZACIBASI GROUP COMPANY)
After completing my military service as a logistics lieutenant, I have joint DASA as an Assistant Brand Manager. DASA was a distribution company belonging to Eczacibasi Group for vitrious china, faucets, bathing accessories and other building materials. First I have worked as an Assistant Brand Manager for Vitra Brand where I have conducted the first scientific telephone consumer survey done in Turkey for testing the brand awareness of VITRA brand. A year later I have been assigned as the first Brand Manager for the newly emerging ARTEMA brand for the premium faucet and bathroom accessories where I have played a leading role in defining the product portfolio, branding strategy and launch plans. I have reported to Mr. Adnan Baker, the Marketing Director. I decided to leave DASA at the end of 1982 when I received an offer from an FMCG company. From my university years on, my dream was to work in the FMCG industry.
DASA does not exist anymore, VITRA and ARTEMA brands are still the leading brands of building materials industry. For more information visit Eczacibasi Holding website.
1982 - 1984 SINANGIL HOLDING A.S. - TARSAM A.S.
At the end of 1982 I have joined Sinangil Holding as their Sales and Marketing Manager for wheat flour business. In 80's Sinangil was one of the few branded wheat flour manufacturers of Turkey, supplying both bakeries and consumers.
In Sinangil, I have reported to the Holding General Coordinator Mr. Bora Gemalmazoglu.
I have established regional distributors for packaged flour business and applied trade promotions for the first time in the wheat flour industry. Additionally, I have streamlined the brands portfolio of the company and also extended packaged products line by adding bulghur, seminola, beans under Sinangil Brand. I have also initiated product innovation projects like vitamin fortified flour, self baking flour etc.
I left Sinangil in 1984 when I have received an offer from Mr Hammas, the General Manager of Mis Sut who was my former general manager in Dasa.
Although Sinangil Holding does not exist any more, Sinangil brand still exists as a leading wheat flour brand in Turkey.
1984 - 1986 MIS SUT SANAYI A.S. - TEKFEN GROUP
In 1984 I have been recruited as National Sales Manager by Mis Sut which belonged to Tekfen Group at that time. Mis Sut was the second biggest dairy manufacturer in Turkey. First I have managed the sales organization which was established for making direct distribution to retailers with ex-van sales. In mid-1985 I have been assigned as the Marketing Manager of Mis Sut. In this position I have realised the launch of flavoured milk in 200 ml. terra brick packages. I have also prepared and executed marketing plans for extending the brand to fruit juices, yoghurt drink and other dairy products. In 1986 I left Mis Sut after receiving an attractive offer from Eti Biscuits.
In Mis Sut, I have reported to the General Manager Mr. Refik Hammas, from whom I have learned many marketing techniques.
Tekfen Group has sold Mis Sut business to Nestlé in 2000. Later Danone has acquired the dairy business of Nestlé, and Mis brand discontinued. Recently Mis brand has been acquired from Danone by Egal A.S. and has been relaunched.
1986-1988 ETI PAZARLAMA A.S.
I have been offered "Assistant General Manager for Sales" position in ETI Biscuits Group which is the second largest biscuits, cakes, cracers and chocolate manufacturer in Turkey. I have been in the management group under the leadership of Mr. Yener Buyukersen, the General Manager of Eti Pazarlama, which moved the sales and marketing headquarters from Eskisehir where the manufacturing exists, to Istanbul for increasing its efficiency and penetration.
I have made serious improvements in the level of professionality of the sales organization. I was also member of a micro team who have worked with late Mr. Wilson F. Fowle, a retired US executive, to prepare a transformation program for Eti Management. While working with Mr. Fowle I realised the importance of international experience for developing my professional skills, and started looking for a position in a foreign company in Turkey. When I have been offered a sales management position in Sanipak, I left Eti in 1986.
1988 - 1990 SANIPAK SAGLIK URUNLERİ A.S.
Sanipak was a 50/50 joint venture between Eczacibasi Group and Tambrands Inc. of USA. The company was manufacturing diapers and sanitary peds and was also importing Tampax tampons for Turkish market. I have been recruited as their second National Sales Director after an ex-pat Director. My first task was to restructure the customer portfolio and improve the sales capabilities of the organization. I have also started a dedicated sales team in major cities to sell Tampax directly to pharmacies. This has helped to gain distribution for this product which had a lot of cultural difficulties in Turkish market.
Under the general management of Mr. Jose Violante, I have learned a lot about dealing with organized trade which was newly emerging in Turkey at that time. I have also received trainings in Tambrands Greece for organized trade management and in-store merchandising.
In 1990 Tambrands has sold its shares in Sanipak to Procter and Gamble, and the company became a joint venture of Eczacibasi and P&G. During that transition stage, I have been approached by Egon Zehnder for a sales management position in an Italian confectionery group which decided to enter to Turkish market. Accepting that offer, I left Sanipak in 1990.
In 1997 Eczacibası has sold his shares to P&G and Sanipak became a fully owned affiliate of Procter and Gamble. Later they merged Sanipak with their P&G Turkey operation. Currently Orkid and Prima are the leading brands in their cathegories.
