Leadership

Zafer Üstüner

Zafer Üstüner received his double major bachelor’s degree in Electronics Engineering and Mathematics from Bogaziçi University, Turkey in 1991 and an MBA degree from Koç University, Turkey in 1998. Additionally, he completed Harvard Business School’s Advanced Business Program in 2018.

Zafer began his career at Arçelik as International Sales Manager (2001-2007), before his appointment as Country Manager of Beko Germany (2007-2012). There followed appointments as Country Manager of Beko Russia (2012-2015), and Regional Director of Russia and CIS countries in 2016. At the end of 2016, Zafer became Country Manager of Thailand and Regional Director of APAC (overseeing Australia, New Zealand, China, Malaysia, Vietnam, Singapore, Indonesia and Philippines). He is a recognised expert in Turnaround, Business Management, Negotiation, Marketing Management, Business Planning, Consumer Products, and Sales, established over the course of a career spanning 30 years in the home appliances industry.

Kazushi Kobayashi

Kazushi Kobayashi received a Bachelor of Science in Electrical Engineering from the University of Tokyo, Japan.

He began his career as an Electrical Engineer at Hitachi Ltd. (1985), where he held various positions in the R&D and Marketing Departments over a period of 25 years, before moving to Hitachi Consumer Electronics as General Manager of the Marketing Division (2009-2018). He then joined Hitachi Appliances, now known as Hitachi Global Life Solutions, in the position of General Manager at the Global Home Appliances Division and, consequently, as Executive Managing Director. Additionally, Kazushi has been the company’s Executive Managing Director and Division Executive of the Global Sales Division since 2019.

Umut Özsöz

Umut Özsöz received his bachelor's degree from the English Department of Business Administration at İstanbul University, Turkey in 2002 and a master's degree from the Economics & Political Science Department at Bosporus University, Turkey in 2006. In addition, he furthered his education with an MBA from California Coast University in 2016.

Umut began his career in 2004 at Arçelik’s Accounting Department, where he worked in a number of divisions (2004-2011). In 2011, he moved to Grundig Intermedia as a Senior Specialist before being assigned the role of Accounting Manager at Grundig Nordic in 2012. Later positions include Accounting Manager in the Dryer & Electrical Motors Plant (2014-2017) and Cash Manager in the Finance Directorate (2017- 2018). Umut has been Finance and Accounting Director of Beko’s APAC region since July 2018.

OĞUZCAN KESKIN

Mr. Oğuzcan Keskin began his career at Arcelik Dishwasher Plant (2003–2017), where he gained extensive experience in production operations and R&D. He later joined Arcelik Refrigerator Plant (2017–2025), leading large-scale production activities and driving innovation.

Over the years, he has successfully led key international projects, including plant establishment in India, Bangladesh, Egypt, and Eskisehir. He has also played a significant role in strategic M&A projects with companies such as Hitachi, Singer (Bangladesh), Dawlance (Pakistan), and Whirlpool Europe.

With more than 20 years of professional experience, Mr. Keskin brings strong expertise in manufacturing operations, international business development, and organizational leadership to his role at Arcelik Hitachi Home Appliances as Executive Director – Production & Technology.

Murat Ergüler

Murat Erguler holds a Bachelor’s degree in Metallurgical and Materials Engineering and a Master’s degree in Materials Science and Engineering, both from Istanbul Technical University.

In 2002, Murat began his professional career as an R&D Engineer at Arçelik before transitioning into procurement, where he developed deep expertise in strategic sourcing and category management across a broad range of direct and indirect spend categories.

He held progressively senior procurement roles across Arçelik’s global operations, including Head of Procurement in Russia (2014–2018), Global Procurement Manager in Istanbul (2018–2021) and Head of Procurement at Defy Appliances in South Africa (2021–2025) gaining broad international experience across Europe, Asia, and Africa.

In 2025, Murat joined Arçelik Hitachi Home Appliances as Procurement Director. In his current role, he oversees procurement operations across the company’s Thailand and China manufacturing sites.

Sercan Kılıç

Sercan Kılıç holds a Bachelor’s degree in Materials and Metallurgical Engineering from Yildiz Technical University and an MSc in Engineering Business Management from the University of Warwick.

Sercan began his professional career in Import Operations at Tchibo GmbH before joining Beko Global as a System Development Engineer. During his decade-long tenure at Beko Global, he held various strategic roles across the Supply Chain and Global Customer Care departments. Notably, as Service Excellence Manager (2018–2021), he led initiatives to optimize service levels and enhance customer experience across Beko’s international sales subsidiaries.

In 2021, Sercan joined Arçelik Hitachi Home Appliances as Head of Customer Care. Following his success in overseeing global service operations, he was appointed Operations Director. In his current role, he provides strategic leadership for both the Supply Chain and Customer Care functions, driving operational synergy and excellence across the organization.

Vedat Kader

Vedat Kader received his bachelor’s degree in Software Development from Ege University, Turkey in 1997.

Vedat joined Arçelik in 1998 as an Information Systems Business Analyst in the HQ SAP Team. After completing Arçelik’s first SAP implementation project in 2001, he was assigned to lead IT at the Çerkezköy/Turkey Plant, where he managed the IT transition during the establishment of new Vacuum Cleaner and WM Engine production facilities. Vedat then joined Koç Holding’s first Greenfield project outside Turkey as IT Manager of Beko LLC Russia.

MASAAKI YOSHIDA

Masaaki Yoshida holds a Master’s degree in Materials Science from the Kyushu Institute of Technology.

He began his professional career selling technology evaluation and quality management system establishment services in the beverage container industry. He later started his international business career at Fujitsu Hitachi Plasma Display Ltd. as a Quality and Service Engineer, overseeing field quality, repair operations for Plasma TVs, and customer care across many countries worldwide.

After that, he was engaged in the LCD TV and projector businesses based in the UK, as well as the home appliance business in the UAE, serving as Quality and Service Manager from 2011 to 2019.

He then joined Hitachi Global Life Solutions as a Supervising Manager for Global Service and also supported the launch of after-sales service operations for Arçelik Hitachi Home Appliances.

In 2026, Masaaki Yoshida joined Arçelik Hitachi Home Appliances as Director of Quality Assurance. In his current role, he oversees the overall quality assurance operations for the company’s products.

Cagri Toraman

Cagri Toraman received his bachelor’s degree in Metallurgical and Materials Engineering from Istanbul Technical University, Turkey in 2013 and an MBA degree from Bahcesehir University, Turkey in 2015. He is a PhD Candidate in Business Administration from the same university. Cagri began his career in Medical Device industry in different companies as Strategic Planning and Business Development Specialist (2012-2015), before he joined Arcelik at the end of 2015 as Price and Cost Analysis Specialist (2015-2016). There, he continued his role as Financial Controlling and Analysis Senior Specialist (2016-2018), and Strategic Planning Senior Specialist (2018-2020). In 2020, Cagri joined Beko Thailand as Business Development Project Manager of APAC (overseeing Australia, New Zealand, China, Malaysia, Vietnam, Singapore, Indonesia and Philippines). Cagri became Head of Strategic Planning, Corporate Performance and Business Development of Arcelik Hitachi Home Appliances since its first day. He is an expert in Strategic Planning, M&A deals, Business Planning, Restructuring Strategies, Profitability and Feasibility Analysis.