Filiz Akdede is a renowned business executive with a remarkable career history in the technology industry. She began her professional journey after graduating from Istanbul Bosphorus University Faculty of Economics. Initially, she joined Karma (CHS) Computer as a Product Manager, where she gained valuable experience and laid the foundation for her successful career.
In 1997, Akdede joined HP, a global leader in technology solutions, marking a pivotal moment in her professional life. Over the years, she held several key positions within the company, showcasing her exceptional leadership skills and business acumen. Notably, she served as HP’s Retail Sales Director for the Middle East, Mediterranean & Africa Region, where she managed the overall retail business and spearheaded the development of retail structure and strategies across the region.
Continuing her upward trajectory, Akdede assumed the role of HP Printing and Personal Systems Group Country Manager from 2013 to 2015, demonstrating her ability to drive success in diverse areas of the business. In 2015, she was appointed as the Managing Director of HP Turkey, a testament to her outstanding contributions and expertise in the field.
Akdede’s professional achievements have not gone unnoticed. She has been recognized as one of the ‘Most Powerful Women CEO in Turkey’ by prestigious publications like The Economist and Fortune in 2017 and 2018. Her impactful leadership and dedication to excellence have made her a sought-after speaker at various platforms. Akdede shares her invaluable experiences and insights on topics such as Change Management, Women Leadership, Effective Communication for International Companies, and Creating High Performance Teams.
In addition to her professional accomplishments, Akdede actively contributes to the business community. She serves as a board member of AmCham and is the president of TUSIAD’s “IT and Telecommunication Committee.” Her involvement in these esteemed organizations highlights her commitment to fostering growth and development in the technology sector.
When it comes to Akdede’s current role, she serves as the General Manager of HP Large Format Group in Europe, Middle East, and Africa. Her extensive experience and visionary approach enable her to lead this division with utmost expertise and propel its success.
While Akdede is undoubtedly a force to be reckoned with in the business world, she is also known for her engaging personality and competitive spirit. In fact, if you ever find yourself facing her in a board game, beware of her winning tactic—talking non-stop and distracting her opponents.
Aside from her professional achievements, Akdede holds strong values and beliefs. She became a self-proclaimed feminist at the young age of 8, firmly believing that if boys can do something, girls should be able to do it too. Furthermore, she has shattered the misconception that women cannot work well together. At HP Turkey, an impressive 60% of the company comprises talented women, showcasing Akdede’s dedication to fostering an inclusive and empowering work environment.
In conclusion, Filiz Akdede is a prominent figure in the technology and business landscape, with a proven track record of success. Her leadership roles within HP, coupled with her recognition as one of Turkey’s most powerful women CEOs, demonstrate her exceptional capabilities. As she continues to make a significant impact in her current position as the General Manager of HP Large Format Group, her expertise and insights remain highly sought after. With a passion for empowering women, driving change, and creating high-performance teams, Akdede is a true inspiration in the business world.
One of the significant challenges I faced in my career was during my tenure as the Managing Director of HP Turkey. We were operating in a rapidly evolving market, and the competition was intense. Our challenge was to establish HP as the go-to brand for gamers in Turkey, a market with a strong interest in gaming and a young population.
To overcome this challenge, we launched a highly successful branding campaign for the HP Gaming Brand OMEN. We utilized various strategies to make the campaign successful. Firstly, we implemented targeted online advertisements and branding campaigns to reach our specific audience of gamers effectively. We leveraged the power of digital platforms to create a strong online presence.
Secondly, we took a groundbreaking step by becoming the sponsor of an esports team in Turkey, which was a novel concept in Europe at the time. We partnered with Fenerbahce, one of the strongest sports brands in Turkey, to support their esports team with our OMEN PCs and accessories. This collaboration not only positioned us as a major player in the gaming industry but also allowed us to participate in gaming tournaments and events, gaining further visibility and credibility.
Lastly, we recognized the importance of staying up to date with the latest trends and technologies in the gaming and branding landscape. We actively monitored the market dynamics, followed emerging trends, and adapted our marketing strategies accordingly. By combining regular marketing campaigns with our presence in the esports arena, we were able to build a strong brand image and connect with our target audience effectively.
In today’s market, the most crucial factor in building a strong brand is consistent and continuous communication. It is essential to establish a clear brand identity and effectively communicate it to the target audience through various channels. Building a strong brand requires engaging storytelling, impactful messaging, and a deep understanding of consumer preferences and behaviors.
Additionally, it is crucial to stay attuned to market trends and mega changes. The business landscape is constantly evolving, and brands must be adaptable to these changes. This includes understanding emerging technologies, shifts in consumer behavior, and societal transformations. By being proactive and responsive to market dynamics, brands can stay relevant and maintain a competitive edge.
At HP, we have a dedicated marketing and strategy team that ensures we stay informed about the latest trends and technologies on a global level, says Filiz. We rely on market research, industry reports, and insights from reputable sources to gain a comprehensive understanding of the branding landscape. Additionally, we have local marketing teams that provide valuable insights into regional markets and dynamics. This allows us to customize our marketing strategies and activities according to the specific needs and preferences of each market.
Data and analytics play a pivotal role in branding. At HP, we are deeply committed to leveraging data to inform our strategies and make data-driven decisions. We utilize various CRM tools and demand generation tools to gather and analyze data related to customer behavior, preferences, and market trends. This allows us to gain valuable insights into our target audience, measure the effectiveness of our campaigns, and make informed decisions regarding branding initiatives. By harnessing the power of data, we can create more personalized and impactful branding strategies that resonate with our customers.
In the next 5-10 years, brands will face numerous challenges due to changing societal needs and expectations. One significant challenge is adapting to the evolving demographics and understanding the diverse needs of different generations, such as the young generation and the aging population. It will be crucial for brands to continuously innovate and develop solutions that cater to these evolving needs.
Moreover, global challenges such as climate change and the impact of the COVID-19 pandemic have significantly altered the business landscape. Brands need to proactively address sustainability concerns and align their strategies with environmental goals. Additionally, the pandemic has accelerated the shift towards digital transformation and e-commerce, and brands must adapt to the changing consumer behaviors and preferences in these areas.
To address these challenges, we plan to prioritize adaptability and agility. We will continue to invest in research and development, leveraging emerging technologies to create innovative and sustainable solutions. By closely monitoring market trends and consumer insights, we can proactively respond to changing needs and ensure that our branding strategies align with the expectations of our target audience, concludes Filiz.
