Alper Yuksel

AI-driven tech company empowering the world’s leading consumer goods brands to attract, engage, and retain consumers in retail. ▪ Oversight of investment strategy, budgeting, capital allocation, and performance monitoring in the venture-backed technology company. ▪ Active involvement in fundraising, investor engagement, valuation discussions, and risk assessment. ▪ Exercises shareholder governance responsibilities, including approvals, oversight of management, and strategic direction. Ensures compliance with legal and regulatory requirements and upholds high standards of corporate governance. ▪ Builds strategic alliances with new partners, customers, and investors. ▪       Drives growth in a global scale, developing customer-centric AI solutions for the consumer goods industry in retail.

Consultancy firms based in Geneva and Dubai. Advisory and investment activities focused on business transformation, cross-border expansion, co-investment structuring, and platform development, working with founders, family offices, corporates, and institutional stakeholders across Europe, GCC, Turkey, and emerging markets. Actively engaged in strategic investments in emerging technology ventures. Projects span Switzerland, Eastern and Western Europe, the Middle East, Africa, Turkey, the Balkans, Russia, the CIS, and India. Some of the key projects and roles include: -Advisor to the CEO, Dimes (2023–2024): Supported Turkey’s leading beverage company in developing global strategies and market frameworks. Led portfolio, pricing, and route-to-market strategies; and built internal capabilities for focused execution. -Post-Merger Integration Advisor, Sunstar & Playbrush – Switzerland (2023–2024): Directed the enterprise-wide integration of Sunstar, the global oral and personal care company, with Playbrush, a health tech startup. Oversaw 9 cross-functional workstreams—Sales, Marketing, Supply Chain, Purchasing, HR, Direct-to-Consumer (DTC), Finance, Quality, and R&D. Aligned business models, developed unified go-to-market and portfolio strategies, optimized operations, and delivered a 5-year strategic plan focused on synergy realization and sustainable growth. -Interim CEO, 9-16 Creative Digital Agency (2023–2024): Strengthened business performance and expanded the client base across Turkey and international markets. Organized a technology arm and developed in-house platforms. Worked on building team capabilities, organization design, and HR systems including recruitment, development, performance evaluation, and succession planning. Enhanced partnerships with TikTok, Meta, Google, and Snapchat.

I led the senior executive team in managing a complex operation, recognized as the number one holistic pet ecosystem in the Middle East, importing and exclusively distributing 45 global brands. I oversaw both e-commerce and brick-and-mortar channels, managing over 11,000 SKUs and delivering comprehensive pet services, including pet stores, pet hotels, daycare, grooming, mobile grooming, and pet relocation. I worked closely with shareholders to align on strategic objectives related to local and international expansion, investments in new businesses, M&A, joint ventures, and new product development. I held full P&L responsibility while leading operations. I successfully led investor discussions to raise equity for expansion, finalized the financial transaction, and completed a strategic exit to a sovereign backed fund. I also served as a Board Member at Petsville Co. (Pet Hotels, Kasamar Holdings). I drove significant growth in online sales, achieved record-high revenue, improved customer conversion, and increased new customer acquisition. These results were enabled by technological upgrades including ERP system enhancements, a new website, mobile app launch, innovative digital marketing, personalized communication, and strategic promotional tools. I championed a mission to deliver comprehensive pet services tailored to the diverse needs of pet owners. I’m proud of our products, our distribution partners, and our strong market performance across categories. I created an inspirational vision, built a high-performing team, and fostered a culture where individuals could thrive. My team and I were honored with multiple awards, including “Best Online Pet Store” by Animalia, the Community Advisory Award for “Best Pet Store” (customer-voted), and “Most Valued Partner” by Instashop.

As a direct report to the owner and chairman, I led the executive team with full responsibility for governance, operations, and P&L across the automotive group. I developed and maintained top-level relationships with international partners including Bridgestone, Maxxis (Taiwan), and Total Aramco, and created and launched Motocare, a quick-service automotive brand. Based on these efforts, I formed a new holding company for the automotive businesses and led the restructuring and governance of all companies under this umbrella. I advised the chairman on new investments, mergers, and acquisitions across the automotive, FMCG, and food sectors in KSA, East and North Africa, the GCC, and Turkey. I prioritized digital, marketing, communication, and media transformation to unlock underutilized assets. This included ERP and IT upgrades, e-commerce and CRM enhancements, and a full restructuring of the tech team across the holding company—initiatives that delivered strong financial returns. I turned around the Bridgestone business and introduced a completely new tire brand by establishing a strategic collaboration with Maxxis in Taiwan. This move significantly accelerated growth and expanded our market presence. I also led operational efficiency programs, including headcount optimization, brand and product line rationalization, and consolidation of business units to drive simplicity and focus. Throughout this journey, I focused on strengthening team capabilities, motivating and inspiring the entire organization to embrace change and deliver excellence. A major highlight was leading the country-wide celebration of the 70-year partnership with Bridgestone, marked by a high-profile gala dinner attended by over 1,000 customers and suppliers. Our work was recognized with several prestigious awards, including the “Best Tire Distributor Award” from Sport Motor Magazine, “Auto Partner of the Year” from PR Arabia, and the “Integration of Quality Award” from Petromin Nissan.

As a member of the CISMEA senior leadership team, I was responsible for 24 markets across Saudi Arabia, UAE, Gulf, Turkey, Iran, Egypt, Algeria, Morocco, Pakistan, and North Africa. I reorganized and head the leadership team of nine direct reports, contributing to the global emerging markets council for markets such as China, Indonesia, India, Brazil, and Russia, and leading the global distributor capabilities program. I exceeded targets for the Wrigley MENA unit with over-delivery of net sales growth, earnings and cash, grew the Skittles brand, and generated growth in the declining chewing gum category. I developed the Inspirtaional Vision and Mission of MENA region to turnaround the business by being ‘Choiceful, Simple and Customer Focused'. I worked to improve operations and realized significant savings by restructuring the Egypt and Lebanon business and augmented case fill rates while reducing non-quality costs by simplifying the complex supply chain. We also made incredible strides in the Iranian market and fostered the highest in history value market share gain in key markets, Saudi and Gulf. Our commitment to continuous improvements was rewarded as we accomplished breakthrough Gallup Associate Engagement results by aligning an inspirational team vision, identifying critical gaps, and closely following through on actions with line managers. We improved six ranks in Trade Attitude Survey, rising to mid and top-tier from lower-tier per survey among Carrefour, Lulu, Spinneys, and other major customers through customer-centric top-to-top executive meetings and identifying opportunities across the entire supply chain.

I held full P&L responsibility for Mars Turkey across the entire Mars portfolio, including Chocolate and Pet Care. I established the Mars Turkey strategy, route to market, and organization from the ground up. Through disciplined execution of our growth strategy, I enhanced the S&OP process and led the business from non-existence to category leadership in key customer segments. I built an engaged, capable, and high-performing team, elevating team spirit and passion for Mars in Turkey with an inspiring vision: “Unforgettable Turkey: One Team, One Vision, One Culture.” I transformed our route to market, expanding distribution from 12,000 to 115,000 outlets. I strengthened sales capabilities and introduced customer-focused, cross-functional teams. I championed top-to-top collaboration with key customers and fostered enterprise-wide relationships, transforming our partnerships in Modern Trade at the highest level. Brand building was central to our success. We successfully re-launched Snickers, Twix, and M&M’s, driving strong brand equity and market impact. As a result, Mars Turkey became the fastest-growing chocolate company in Turkey between 2011–2015, achieving a 66% compound annual growth rate (CAGR). We substantially improved earnings versus plan, gained Pet Care category leadership in major national and local key accounts, and received the 2013 Mars Global Brand Award for the highest-growing brand globally.

With acknowledgment as a vital member of the Executive Committee, I led a multi-hundred-million-dollar business with two manufacturing sites. I directed the energies of a team of six in initiating a new go-to-market approach, repositioning brands, and redirecting company strategies. I reported to the Managing Director of Goodyear Turkey. Over the course of my tenure here I was able to facilitate wins and turned around the business with a healthy market share increase and capturing our best earnings in 50 years by strategically positioning the Goodyear, Dunlop, Sava, Fulda, and Debica brands in line with customer needs. I also delivered growth in Turkey while spending less on the marketing budget, increased SKU productivity, and realigned distributors and brand strategy for Israel, Azerbaijan, and Georgia. These efforts combined to secure first place distinction for consumer awareness and purchase intention for the brand and recognition as the “First with People President Global Award” two years in a row by driving change through a New Go-To-Market strategy.

In this regional role I was located in Geneva, Switzerland at the Procter & Gamble Headquarters. Responsible from a wide and complex region including 71 countries, mainly: Developing Markets (Iran, Libya, Tunisia), Developed Markets (Iceland, Cyprus, Malta, French Exports Markets), and Africa. Led post-acquisition Gillette integration into P&G D&EM Region restructuring from 4 different previous Regions of Gillette I led male, female and household categories: Blades&Razors, Personal Care, Braun, Duracell, AP/DEODORANTS Re-positioned entire portfolio and pricing across markets. Drastically Simplified the complex product range in line with customer and consumer needs. Won the prestigious P&G 2008 Brand Building Awards (BBA) for First Moment of Truth- In store excellence. Achieved a continuous year on year growth to grow sales and market shares to record high levels and improved profitability by establishing new pricing and product mix strategy. Led several male and female consumer research projects and established new strategies by segmentation and tiering for Female and Male consumers on personal grooming. Developed holistic initiatives across regions and categories, including local TV commercials, Print ads, PR events, Direct to consumer Marketing, In Store Exploitation. I launched Gillette Fusion at the same time in 10 European Markets with a local tailored top of the line advertising campaign, including local celebrity sponsorships, music event creation, internet and consumer events. Led the launch of several brands in different markets such as Mach 3 Power, Mach3 Personal Care, Gillette Venus Divine, Braun Silkepil Xelle, Braun Pulsonic and Braun Cruzer at identified markets with full marketing and trade marketing support.

In this role I was located in Warsaw, Poland. I was responsible from Central Europe East region including markets like Poland, Czech, Slovak, Hungary. Led Oral Care and Male& Female Personal Care categories with Gillette and Oral-B Brands. Initiated and led Pre-Shave products strategy amf turned around declining shares and achieved Gillette consumption growth over 4 times the market average. Doubled the Deodorant business in the highly competitive market through a new strategy and a new marketing program. Initiated and led Manual Oral Care re-positioning strategy, achieving strong growth and profitability gains. I also designed new consumer conversion strategy for Manual to Power Oral Care to double penetration. I led cross-functional SWAT team to transform Hungary market based on consumer segmentation to double growth rate. Established from scratch Oral Care Professional Marketing Strategy and built a Detailing Team. I re-defined strategy for female products and led a new communication program.

Full P&L responsibility across all Gillette Company Categories. Led all the Gillette, Oral-B, Duracell and Braun Brands in the countries. In this role I was partly located in Tel Aviv, and partly on a commute assignment from Istanbul. I initiated Israel to become a lead market globally and launched several products as one of the first in the world: Mach3 Turbo, New Gillette Personal Care Series, Oral-B Cross Action, Venus, Duracell Ultra, and Braun Softperfection. I achieved profitable growth in Israel by: - designing and implementing customer tiering in Key Accounts and Mass Distribution - new ‘go to market’ strategy, redesigning coverage, and call frequencies - new Commercial Policy based on ‘pay for performance’ - upgrading the portfolio and price & mix strategy I restructured Braun/Duracell/Oral-B distribution including organizational changes in marketing, key account management, specialty sales force management, and field team. I consolidated and restructured distributors and sales force in Malta and achieved profitable growth.

I led sales through 14 distributors in 6 countries (Israel, Bulgaria, Serbia, Macedonia, Albania, Malta). Led batteries and stationery categories with leader brands: Duracell, Parker, Waterman and Papermate. Achieved fastest sales growth in the region across product lines Implemented a new sales and coverage structure in Macedonia and Bulgaria to expand distribution Aligned and restructured stationary distributors in Israel and achieved profitable growth.

I changed the brand communication and trade marketing strategy with high focus on consumers and retailers. This helped to double the business through the course of 18 months. Duracell has been recognized as ‘The Shining Brand of the Year in Turkey’ by independent survey carried out and published by AC Nielsen. I led first ever trial generating activities through Direct Marketing Initiatives in batteries category. Adapted several TV commercials and developed local promotional TVC. Launched new Duracell Ultra across markets, upgrading the consumers to premium line up.

I implemented store activities, direct marketing, consumer/pharmacist mailing to increase market penetration. Created advertising for TV/outdoor/radio. I developed Oral Care Primary School Education Program to reach over 1million 2nd grade students.

AIESEC Intern at finance department I received AIESEC scholarship for internship in Hong Kong. I was able to gain experience in finance across departments.