Founder & CEO
Serfi is a passionate soul in love with communications with 25 years in the Marketing Communications consultancy & training industry.
She is the right hand of the CMOs & Agency Heads as Founder & CEO of Idea Bakery for 9+ years.
Baker of fresh, brand & capability building ideas for blue chip clients like Unilever, The Coca-Cola Company, Diageo, Coty, Turkish Airlines, Bayer, Johnson & Johnson, Ford, Vodafone, Arçelik/Beko/Grundig, Ülker, Amer Sports, Ontex, Eczacıbaşı, Savola Group, Goody, KAEC, Panda & Nahdi with her team of Idea Master Chefs located in Atlanta, Geneva, Frankfurt and Istanbul.
Tutor at Cannes Lions Young Marketers Academy 4 years in a row working with Jim Stengel – ex Global CMO of P&G.
Jury Member for Euro Effies 2016 & Crystal Apple Festival of Creativity 2014. Speaker at Dubai Lynx 2015.
Integrated Communications Associate Director at Procter & Gamble with 16 years experience, leading brand equity, integrated communications and agency relations of $8 billion brands in Fabric & Home Care (Ariel, Tide, Downy, Mr. Clean, Febreze, Dawn, Cascade, Duracell), Health & Beauty Care (Gillette Venus, Tampax, Secret) & Pet Care brands (Iams).
Responsible for Western Europe located in Belgium (1 yr), Central & Eastern Europe, Middle East & Africa (CEEMEA) located in Istanbul (5 yrs) and USA & Canada located in Atlanta (4 yrs.)
Training Captain for P&G in CEEMEA & the United States for 6+ years.
Happy holder of the Global Advertising Leadership Award within Procter & Gamble and multiple Effies, Cannes Lions, Golden Drum, Crystal Apple, Mixx & Mobius Awards.
Life motto: The best master is always an apprentice.
Happily married with Sinan for 20+ years & mom of lovely Alara.
A great apple pie baker, contemporary art enthusiast and world traveler.