Expert

Aslı Biçer

Country General Manager

In my 25-year career in FMCG and consumer health, both domestically and internationally, I specialized in strategy, market entry, multichannel sales, company formation, and change management. I'm here to contribute by sharing my knowledge and experience.

An experienced business leader who has led strategic marketing, general management, growth management and transformation in fast-moving consumer goods, personal care and consumer health sectors throughout nearly 30 years of career. Having worked both in global corporate structures and growth-focused organizations throughout her career; she has developed strong expertise in brand growth, organizational transformation and creating sustainable profitability.

Beginning her career in strategic planning at Turkcell, she subsequently assumed various roles in NIVEA brand marketing organization at Beiersdorf, advancing to marketing management. During this period, she gained significant experience in brand management, consumer insights, category growth and marketing strategies.

Subsequently, she was responsible for managing strong brands such as Selpak, Solo and O.K. within Eczacıbaşı; leading projects focused on commercial growth, profitability and brand positioning.

During her tenure as Perrigo Turkey General Manager, she managed organizational restructuring and spin-off transformation process; providing profitable and sustainable growth by doubling operating profitability. As a result of this success, she was honored with the Perrigo CEO Award.

In her general management role at Abdi Ibrahim, she implemented company structuring from scratch, innovation, product development, e-commerce and local production projects. She also led portfolio growth in consumer health, market entry strategies and distribution model development in CSI, GCC, Algeria, Balkans and European markets.

Today, based in Tbilisi, she manages Bioderma's Georgia operations market entry and structuring process; providing consulting and mentoring support in global growth, organizational transformation and leadership.

Through her approach focusing on people development as much as business results; she supports leaders, teams and organizations in realizing their potential and creating sustainable success.

Areas of Contribution

Portfolio, product and brand management
Strategic marketing management
Sales and communication strategies
Go-to-market entry strategies
Route-to-market structuring
Change management and spin-off processes
Channel management and distribution models
Structuring of sales and marketing teams
Organizational transformation and restructuring
Sustainable growth and profitability increase
Efficiency and performance management
Leadership development, mentoring and coaching
International growth and new market expansion
Consumer health and FMCG strategies

Areas of Expertise

Aslı Biçer