Serfi is a passionate soul in love with communications!
She began her career more than 30 years ago at Procter & Gamble Turkey. She joined the prestigious ‘integrated brand building communications’ department in P&G, a group of ‘Yoda-s’ who were hand picked, trained and given the responsibility of regional and global brands’ strategy and communications development as internal consultants working hand in hand with VPs and Agency heads. She led brand strategy & communications for North America, Europe, Middle East and Africa for P&G’s 8 billion-dollar brands (Ariel, Tide, Downy, Cascade, Dawn, Iams, Venus, Secret, Tampax, Duracell) to award-winning critical acclaim.
She realized her dream of being a teacher as a kid by being the first Training Head for Central Eastern Europe Middle East Africa for P&G and later the Training Head for North America where she led training curriculum, content and delivery for all Marketers for a total of 6 years.
After she left P&G, she continued her passion at the Young Marketers Academy of Cannes Lions Festival of Creativity as a Tutor working with Jim Stengel four years in a row, introducing many young talent from Turkey and Middle East to the world of creativity. Serfi has been the Dean of Cannes Lions Roger Hatchuel Academy for 3 years now.
Serfi has taken on many jury member roles like the Euro-Effies and Crystal Apple. She is a regular speaker at some of the world’s most respected brand strategy forums, universities and events.
Serfi founded Idea Bakery, a boutique yet global brand building consultancy and training company, 14 years ago in Atlanta. Idea Bakery grew to take on global clients from all over the world from Google, to the Coca-Cola Company, to Bayer to regional gems like the MAF Group of UAE, Vodafone of Turkey and the Saudia Group of Saudi Arabia.
Serfi is a contemporary art collector. She loves to bake her mom’s apple pie with her daughter Alara Altun, and enjoy it with some Turkish coffee, when she is not baking ideas for her clients.