Seyhan Ceyhan
Bangkok,Thailand
Summary
Visionary Product and Marketing Management specialising in global and regional product strategy, roadmap development, new market expansions. Drives product innovation and lifecycle management, optimising profitability across diverse markets. Cultivates cross-functional collaboration to enhance user experience and elevate brand/product competitiveness. Dynamic professional with a strong foundation in product management and project leadership. Committed to delivering innovative product solutions that align with organisational growth objectives. Fosters teamwork between engineering, marketing, and sales to develop effective go-to-market strategies.
Overview
3
3
Languages
27
27
years of professional experience
Work History
Head of Product Management
Arçelik-Hitachi Home Appliances
Bangkok
05.2021 - Current
- Long-term product strategy and roadmap planning for Hitachi brand globally except Japan.
- Managed product portfolio generating 600M USD annually across 3 factories and numerous suppliers for 9 subsidiaries in China, Southeast Asia, and Middle East regions.
- Following the market trends globally, monitoring competitor activity, adjusting strategies to maintain competitive advantage and market leadership.
- Managing budget allocation for product development projects, maximising return on investment and resource efficiency. Already initiated and managed a total product investment budget of 30M USD within the last 5 years for several platform projects.
- Managed product lifecycle optimising the pricing strategy and improving profitability across the full product range and markets especially in South East Asia and Middle East markets.
- Enhanced product competitiveness through targeted improvements in cost, design, features, and technology.
- Renovated product range through in-house and outsourced projects, applying Make or Buy analysis to inform strategic decisions.
- Collaborated with engineering and design teams to refine product specifications, enhancing user experience and functionality.
- Coordinated with marketing and sales teams to develop effective go-to-market strategies, increasing product visibility and adoption.
Regional Product Sales Manager
Beko APAC IBC
Bangkok
09.2017 - 05.2021
- Used extensive knowledge of product range and project management skills, persuasive sales cooperation techniques, friendly approach with distributors and successfully increased the turnover value from 5M to 40M USD within the first 2 years.
- Relocated as Expat of Beko Global to Beko APAC Bangkok for Regional PM role in Direct Sales across all SEA markets served by 3rd party distributors.
- Led Cooling Projects Management for all Beko APAC markets, managing both in-house and outsourced projects to meet specific market requirements.
- Implemented agile project management methodologies, increasing team flexibility and improving product delivery times (huge qty Tumble Dryer export case to S. Korea)
- Streamlined communication channels between project teams and external partners, enhancing coordination and project cohesiveness.
Regional Product Manager - MENA
Arçelik A.Ş.
Istanbul
01.2017 - 09.2017
- Conducted market and competitor analysis, created price maps, defined new product needs, and implemented action plans to increase turnover, market share, and profitability across markets
- Defined and coordinated the roles of the team in terms of Product Management, Product Marketing and Product Training to increase the contribution of the Products in a 200M USD turnover scale Regional Sales Management of Middle East and Africa, India-Near East and the Turkic Republic markets
- Developed Regional Product Management team for MENA markets to enhance support for Sales, Marketing teams, and distributors
- Communication and coordination of the local product marketing activities, local product materials preparation processes as well as the new products training organisation planning
Regional Marketing Manager
Arçelik A.Ş.
Istanbul
10.2012 - 12.2016
- Appointed Regional Marketing Manager for Asia-Pacific-America to support Arçelik's rapid growth in emerging markets.
- Brand launch event organisations for new markets like Singapore, Thailand, Sri Lanka, Bangladesh, Philippines. All launch event details organised and executed with the PR & local marketing agencies and distributors. Brand and Product Launch actions followed.
- Planned and managed marketing budgets for each activity (ATL, BTL, instore design, events) across market executions.
- Conducted thorough competition analysis to identify market trends and opportunities., product range decisions, SKU management, pricing strategies planned with the Sales Teams.
- Contribution to ASEAN Project (production base decision in Thailand and all regional subsidiaries settlement) in terms of Product and Marketing aspects.
- Facilitated expansion of Made in Thailand product range into India and Middle East markets.
- After ASEAN organisation settlement (2025), Regional Marketing Management role continued for India-Near East and Turkic Republics Regions with similar functions and tasks.
Senior Product Specialist
Arçelik A.Ş.
Istanbul
03.2003 - 09.2012
- Led product projects from idea generation to market launch and post-launch analysis, collaborating with R&D, Industrial Design, and marketing & sales teams on initiatives such as Arçelik's first Side by Side and 4 Door Refrigerator projects.
- Managed product portfolios, defined SKUs, and conducted SKU efficiency studies across all global regions, ensuring alignment with market needs and facilitating cost reduction workshops with R&D.
- Specialised in managing the Refrigerators and Freezers product category.
- Contribution to the Long-term Product Planning process for Cooling Category (5 Year Planning Process)..
- Coordinated outsourced projects and managed supplier relationships for products including chest freezers, minibars, and large double door refrigerators with Turkish, Chinese, and Korean suppliers.
- Product feature idea, patent generation and occupation studies (2 patents registered)
Military Officer
Turkish Army
Istanbul & Sivas
12.2001 - 03.2003
- Commanded troops and enforced orders under both combat and non-combat conditions.
- Coordinated logistics for large-scale military operations, overseeing equipment and personnel deployment.
- Led and managed personnel during military training, ensuring effective development of skills and teamwork.
- Liaised with civilian authorities during joint operations, ensuring seamless coordination.
Product Specialist
Arçelik A.Ş.
Istanbul
10.1999 - 11.2001
- Proposed new features and enhancements during product development meetings, assisting project leader in coordinating with related teams.
- Maintained comprehensive product knowledge to advise internal and external customers and support various product processes.
- Updated product catalogues to ensure accuracy and compliance with R&D and regulatory standards.
- Managed stock-keeping units for designated markets
Education
Master of Business Administration - Marketing
Yeditepe University
Istanbul01-2001
Bachelor of Business Administration - Management Engineering
Istanbul Technical University
Istanbul01-1999
High School (Math&Science)
Kadıköy Anadolu High School
Istanbul01-1995
Skills
- Product strategy
- Product lifecycle management
- Go-to-market strategies
- Market and competitor analysis
- Product positioning and pricing strategy
- Strategic planning
- Project management
- Agile methodology expertise
- Cross-functional collaboration
- Product development process
- Leadership and management
- Creative visioning
Languages
Turkish
First Language
English
Advanced
C1
German
Beginner
A1
Interests
- Playing Tennis (3-4 times a week)
- Body exercises (Gym, outside walking, skiing)
- Watching sport activities (football, volleyball)
- Reading (Historical, Mistic subjects, Self-improvement)
- Travelling (more than 60 countries so far)
Timeline
Head of Product Management
Arçelik-Hitachi Home Appliances
05.2021 - Current
Regional Product Sales Manager
Beko APAC IBC
09.2017 - 05.2021
Regional Product Manager - MENA
Arçelik A.Ş.
01.2017 - 09.2017
Regional Marketing Manager
Arçelik A.Ş.
10.2012 - 12.2016
Senior Product Specialist
Arçelik A.Ş.
03.2003 - 09.2012
Military Officer
Turkish Army
12.2001 - 03.2003
Product Specialist
Arçelik A.Ş.
10.1999 - 11.2001
Master of Business Administration - Marketing
Yeditepe University
Bachelor of Business Administration - Management Engineering
Istanbul Technical University
High School (Math&Science)
Kadıköy Anadolu High School