I'M Izzet Guvenilir

General Manager . Blogger . Entrepreneur

About Me

Hello

I'mizzet Guvenilir

General Manager and Entrepreneur

Hardcore thinker. I am a driven and entrepreneurial leader with a deep strategic and technical understanding of the FMCG, Chemical and Renewable Energy industries.

I am known for building and leading high performance teams in the creation of better level institutionalisation on family owned companies. I am able to combine multinational organisations experiences, strategic insight and managerial know-how to synthesised the new bold challenges.

I’m a consultant with an interest in building the most effective structures possible. For over 25 years, I’ve been helping businesses find their perfect ways. I also do consulting on company management, acquisition processes, strategic planning, company culture and solar energy. When I’m not on the job, I love blogging at themes like history, gastronomy and renewable energy and indulging my love for travelling new places.

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Company Management

Entrepreneurship

Sales and Marketing

International Business

What I do?

International Business

Having a major in specialty chemicals and long experience with international business in Middle East and East Europe, makes it relatively easy to establish new links and understand the business side of things from a more technical point of view.

Sales Management

In Cosmetic, Pharmaceutical and Household Industry he was in charge for 20 countries of Middle East and Turkic Republics plus Turkey.

Change Management

Built and chaired the studies of mid-term strategic plan for next five years. The L’Oréal group has signed an agreement to acquire 100% of the Turkish hair care products company Canan Cosmetics Group.

e-commerce

He established the system that allows to use the SAP software of the company by distribution channel through e-commerce for the first time in Turkiye.

FMCG

In Canan Cosmetics Group, created the progressive and highly influential Cosmetic Sales Team to maximize sales in the dealers channel. This exponentially increased our market penetration to 25 000 Sales Points throughout Turkiye.

Chemicals

Successfully took over the regional business of Care Chemicals in 20 countries of Middle East and Turkic Republics from Henkel-Cognis Germany to Turk Henkel-Cognis Kimya. Raised over 20 from 2 million Euro Annual Sales Turnover in 5 years.

My Experience

Demir Kimya Sanayi

2007-2018

General Manager - Co-founder

Being an entrepreneur I have founded my establishment Demir Kimya Sanayi with my partners, which is mostly involved in providing international trade and business solutions within the Personel Care, Household and Pharmaceutical Industries.

Canan Cosmetics Group

2004-2007

General Manager

Reported to the management board for all group companies (Canan Kozmetik, Canan Pazarlama, Seda Plastik and free-zone company) as the first professional General Manager.

Turk Henkel / Cognis Kimya.

1989-2004

Sales and Marketing Manager

Reported to the SBU Manager - Care Chemicals (Cosmetic, Pharmaceutical and Household Industry) and as matrix Sales Director - South Europe. He was in charge for 20 countries of Middle East and Turkic Republics plus Turkey.

My Latest Projects

Career Highlights



Experienced General Manager - 3 years runned early-stage of institutionalization in the family owned cosmetic company. Doubling sales turnover raised over to $60 million.

 Made Ipek brand the market leader of Turkish market in Shampoo, Hair Conditioner and Hand Liquid Soap segments by increasing total annual sales from 20 to 30 million units in 3 years. This has led to first position of quantitative market share over against the multinational competitors, Procter & Gamble, Unilever and Colgate Palmolive etc.

 Successfully took over the regional business of Care Chemicals in 20 countries of Middle East and Turkic Republics from Henkel-Cognis Germany to Turk Henkel-Cognis Kimya. Raised over 20 from 3 million Euro Annual Sales Turnover in 5 years.

 Experienced negotiator and director - dealer and distributor agreements, investment on manufacturing, company merger and acquisition

 Awarded Painting Mention from Turkish Telecom during high school period,
the Best Young Manager Award of Turk Henkel AS,
the Highest Performance Award of Care Chemicals Worldwide by President and
the World Innovation Award from BASF for his company Canan Kozmetik Group.

Work Experience














01.2007 - 01.2019
Demir Kimya Sanayi, İstanbul, General Manager

 As an entrepreneur, I founded my establishment, Demir Kimya Sanayi, in 2004 with my partners, which is mostly involved in providing international trade and business solutions within the Personnel Care, Household and Pharmaceutical Industries.

 Having a major in specialty chemicals and long experience with international business in Middle East and East Europe, makes it relatively easy to establish new links and understand the business side of things from a more technical point of view. On the other hand, more than 25 years of experience as a strategic international business development leader primarily for the clean energy industry with a focus on growing business EPC for Wind and Solar energy in Turkey domestically and regionally.

 04.2004 - 01.2007
Canan Cosmetic Group , Istanbul, General Manager

 Reported to the management board of all group companies (Canan Kozmetik, Canan Pazarlama, Seda Plastik and free-zone company) as the first professional General Manager. Managed all company functions, updated company vision and raised over the consolidated annual sales turnover of $60 million and managed a 250-person team.

 Main achievements
Established and realized new business and market opportunities and built effective business relationships to ensure ongoing profitable business. Thus created a double Annual Sales Turnover and Ebit DA in three years. 

 Massively improved and prepared the common systems in the company for the strategic alliances and mergers. 

 Developed and launched highly successful new products: Baby Shampoo, Hand and Face Cream, Hand and Face Lotion and Hair Gel for competing with multinational and local companies in cosmetic markets. 

 Created the progressive and highly influential Cosmetic Sales Team to maximize sales in the dealer channel. This exponentially increased our market penetration to 25 000 Sales Points throughout Turkiye. 

 Formulated various expansion plans for penetrating different countries, increasing revenue base by over $15 M in three years by representing about triple growth on foreign markets. 
Planned and realized the introduction of a second brand as a highly effective counter-strategy against cheaper import products in some countries. 

 Achieved the ambitious target of one distributor in every region in Turkiye and one dealer in every country in the region. 

 Built and chaired the studies of mid-term strategic plan for next five years, applied the training program for two years to attain the stronger middle level management of the company for concerned managers. 

 Participated in the Cosmetic Council in the Union of Chambers and Commodity Exchanges of Turkiye (TOBB) which led to sector scale studies of Cosmetic Industry. 

 The L’Oréal group has signed an agreement to acquire 100% of the Turkish hair care products company Canan Cosmetic Group.

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IZZET GUVENILIR
+90532-23194-00
istanbul, Turkiye