From engineering to transformation

• Based Berlin
• Focus Commercial excellence, AI in healthcare
• Studied METU; Intl. Executive MBA (Yale, LSE, Koç)

I trained as an industrial engineer, and I still look at organisations the way an engineer looks at a system: what goes in, what comes out, and where it gets stuck. Over twenty years the question that kept pulling me in was a more human one. Why do some organisations manage to change, while others buy the same tools and stay the same?

Building things for the first time

My first answers came at Procter & Gamble. I got to build something new there: the company’s first eCommerce and mobile marketing channels in the region, at a time when many people were still asking what a smartphone was for. That taste for building things for the first time has stayed with me.

Leading change at scale

At Pfizer my work took me from Istanbul to New York and Berlin, and I had the privilege of leading teams in country, regional and global roles. In our international region I set up an operations service center that later became a global Pfizer model. In Germany, one of Pfizer’s largest markets, I led the Commercial Excellence function and helped turn it from a support team into a real growth partner for the business. Later I led Bold Move, Pfizer’s largest go-to-market transformation, working with colleagues in more than 60 markets to change how we engage doctors and patients.

The technology was rarely the hard part. The hard part was people, habits and the courage to redesign how work actually gets done.

What I am working on now

Today I am most interested in how AI changes commercial work in healthcare, and what leaders need to do differently so that it changes outcomes, not only tools. This site is where I share what I am learning.

Outside my day job I served on the EMEA Board of the Mobile Marketing Association (MMA), mentor startups, sit on advisory boards and speak at industry events. I live in Berlin.