Hilal Eksel Merter is a senior executive and business leader with extensive international experience across consumer electronics, FMCG, and retail sectors. A specialist in driving sustainable growth and digital transformation, she has a proven track record of. revitalizing brands and scaling businesses within major global organizations. Based in Munich, Hilal is recognized for her expertise in crafting differentiated brand strategies and building high-performance, cross-functional teams.

Throughout her career, Hilal has held pivotal leadership roles, including VP Global Head of Marketing for Consumer Products at BSH Home Appliances, where she spearheaded marketing transformation and e-commerce acceleration. Her diverse background includes serving as General Manager of the Chairman’s Office at Yıldız Holding, and holding senior marketing directorates at Imperial Tobacco, Anadolu Efes, and Johnson Wax. Her impact is recognized through prestigious accolades, including the Women to Watch Award, being named one of the Top 100 CMOs by the Institute for Real Growth, and receiving Fortune Magazine’s Top 50 CMO Award.

Hilal holds an M.Sc. in Management from the Georgia Institute of Technology and a B.A. from Boğaziçi University. Her academic foundation is complemented by executive education from INSEAD and London Business School. Currently, she serves as a board member at the Global Turks Foundation, adding to her previous board experience with the Make-A-Wish Foundation, the Advertisers Association Turkey, and SCA Yıldız A.S. A passionate life-long learner with a deep interest in music and sports, she is the proud mother of two daughters, Aylin and Eylül.