Max Global Value
Min Local Cost

I worked with Meltem when I was on the Board of Evyap and Meltem was heading International Marketing. She did an excellent job especially on Duru. She found a brand which was very fragmented, had no consistent positioning across variants and products, no consistent look and feel — and, despite starting from a very complex situation, she was able to find a way forward which truly created a brand. It’s one thing to create a brand from scratch — difficult in itself. It’s actually much harder to take a highly fragmented and inconsistent brand and create a brand from that. This all required Meltem to leverage her long experience on brands, her creativity in being able to map a way forward and her leadership to make it happen. It all happened in a short period of time. Meltem did similar work on other brands — with similar results. She was always very good to deal with — had clear opinions, expressed her point of view well, was a good listener and was able to take multiple inputs and reflect them well.