

Currently heading Global Brand Marketing for BSH GmbH Consumer Products division, based in Munich, Hilal is a passionate marketer and business leader with 20+ years of experience in consumer durables, FMCG and retail sectors.
Having started her career as a Product Manager at Johnson Wax in Turkey, she served as the Marketing Manager at Anadolu Efes, Brand and Trade Marketing Director at Imperial Tobacco, and General Manager of the Chairman's Office in Yıldız Holding, one of Turkey’s largest conglomerates and the mother company of Pladis. As of 2018, she joined BSH - Turkey offices, as the Lead for Marketing and managed 4 brands, i.e., Bosch, Siemens, Gaggenau, Profilo, and a portfolio of major and small domestic appliances.
She has expertise in strategy, marketing (mass and luxury), change management, trade marketing, product development (co-creation) and portfolio management.
She has graduated from Boğaziçi University with a B.A. degree in Management in Turkey, and has completed her Masters degree at Georgia Institute of Technology’s Scheller College of Business in the USA. She completed ADP leadership training program at London Business School, and the Strategy in the Age of Digital Disruption module at INSEAD.
Married with two children, she is a passionate life-long learner in the field of marketing, business transformation, music and sports.