Living
in the
zeit-
geist.

Two global mandates. One stage. As Global Cornetto Brand Lead — full strategic ownership across EU, UK&I and ANZ. Portfolio renewal, brandbook and visual identity refresh, global campaigns and major partnerships across continents. As Global Heartbrand Partnerships Lead — connecting the world's most beloved ice cream brands to the biggest cultural moments on earth. Music sits at the centre: Cornetto has always lived inside music culture, and this role brings that to a global scale. Project Juliet: new concept, new recipe, new era.

The one with its own Film Festival. A partnership with MAC. Pop-up Pleasure Stores so desirable people queued around the block. When you run Turkey's most premium ice cream brand, ordinary marketing is a brand disqualifier. So nothing here was ordinary — CODA met Director Mix for the first time in the world, a car lottery outpaced the national government draw, and that summer Cannes belonged to Turkey. Full P&L, direct reports, the whole scoreboard. The chapter where every brief started with: what would someone actually remember?

One of the most strategically complex portfolios in ice cream — serving youth culture and children simultaneously with entirely different rules and registers. Seven campaigns in a single year. Two new brand launches. Both categories broke all-time 10-year records. Twister went to the stratosphere, livestreamed to 500,000 viewers. A motorbike crossed the Bosphorus. A robotic arm fed gamers hands-free on Twitch. The era that never slept.

Pure entrepreneurship inside a corporate structure. Vim built from the ground up as a brand-new value-for-money entry. Seventh Generation imported from the US to fill the premium healthy home care space. Pet home care opened as an entirely new category. Each move required conviction: the confidence to say the market needs something it doesn't yet know it needs — then build it from nothing. The album where the genre changed because the market was changing and someone had to move first.

Turkey was the world's biggest Domestos market. Cif too. UAE, Iran and Russia developed simultaneously, turning a one-market story into a genuine regional one. Domestos Zero Chlorine — never existed anywhere on earth, originated in Turkey, adopted into global strategy. Domestos Spray — now one of the brand's most profitable categories globally, built from scratch here. All while COVID turned Domestos into the world's most in-demand product overnight. Turkey didn't just win its own market. It rewrote the global one.

Three brands. Three prices. Three audiences — simultaneously. Carte d'Or: premium indulgence. Maraş: local jewel with decades of heritage. Keyif: everyday pleasure made accessible. Full P&L and innovation across the entire price ladder. Premium strategy and value strategy require entirely different instincts. The era that proved real brand fluency means knowing how to hold the whole piano — and playing every register like it was made for you.

Turkey's leading laundry detergent. One of the most emotionally powerful brand positionings in the world — built on the truth that getting dirty is proof you lived fully. Seven innovations launched across the NAMETRUB region. A market development model built from scratch that became the regional blueprint. Comparative advertising led end-to-end — from product mix to legal procedure. The chapter where regional scale became the natural operating mode.

Turkey's #2 hygienic pad brand. Turkey's #3 diaper brand. Both fighting market leaders with less budget, less shelf space, less of everything. The era that taught the most durable marketing truth: being second means every campaign has to be braver, sharper and more culturally precise than the one ahead of you. Some careers are built from dominance. This one was built on what it takes to earn it.

The only pure finance chapter. Category budgets, P&L forecasting, annual contracts, trade spend compliance, top management scorecards. The discipline of knowing exactly what a number means before you move it. Most marketers never sit this close to the money. Sitting here first meant every future brand decision carried a commercial rigour that showed — in the results, every time.

Commercial finance at Reckitt — tracking how money moves through a global business before ever being trusted to spend it. Audit fieldwork at PwC — on-site, in the detail, understanding how organisations breathe from the inside. The sessions that never got released. But they shaped every decision that followed.