Business Life / CFO'NUN 2024 ANALİZİ

WHAT WERE CFOs MOST PROUD OF IN 2024?

New-generation financing tools like green loans and emerging technologies are making their lives easier.

Barbaros Kubatoğlu, Deputy General Manager of Finance at Pegasus Airlines, highlights his 2024 agenda, saying, "I combine operational performance with financial success." Burcu Batı, CFO of sahibinden.com, states, "We focused on new projects." Kaan Aktan, Deputy General Manager of Finance at Türk Telekom, emphasizes, "We aim to build a sustainable future," while Yıldız Holding CFO Fahrettin Ertik notes, "We focused on risk management and liquidity." Özgür Tokgöz Altun, Boyner Group Executive Board Member, shares, "We directed our energy towards facilitating customer shopping experiences." Özlem Yeşildere, Mey|Diageo’s Finance and Digital Transformation Director, underscores, "We must manage efficiently." Duygu Tokgöz, CFO of Uludağ Energy, highlights reducing systematic risks, while Ersin Pak, Allianz Türkiye Deputy General Manager of Finance, emphasizes, "Resilience and flexibility must increase."

ÖZLEM YEŞİLDERE

FINANCE AND DIGITAL TRANSFORMATION DIRECTOR, MEY DIAGEO

A CFO AS THE COMMON DENOMINATOR

ECOSYSTEM DEPTH

For a CFO, it is vital to allocate time to refresh mentally, physically, and spiritually, stay updated on trends, and build a profound ecosystem. A McKinsey study published in November 2023 caught my attention with the statement, "A CFO is now seen as the intersecting common denominator connecting every part of an organization." I fully agree. At this point, I value creating multi-scenario plans aligned with competent teams and accurate insights, progressing with realistic steps while understanding today's dynamics as we focus on the future.

"ESG MUST BE CONSIDERED"

Investing in the development of a reliable team is crucial, especially during challenging times. I also prioritize adaptability to conditions. Today, we have ESG as a tool in value creation and risk-taking capabilities. According to the McKinsey research I mentioned, over 80% of senior leaders and investment professionals expect ESG programs to contribute more to shareholder value within five years. I believe this should be taken into account.

"EFFICIENCY IS OUR TOP PRIORITY"

“On one hand, taking a prominent position in the market with a selectively curated product portfolio designed with the right innovation, and on the other hand, focusing on efficiency in terms of both cost reduction and cash generation is our top priority.”

Mey Diageo was founded on the foundations of TEKEL. From day one, our primary goal has been to move both our company and ecosystem forward by investing in the strength of our roots. Structurally, we have a broad ecosystem encompassing gastronomy, food and beverage, agriculture, tourism, and arts and culture. While actively positioning in the market with a selective, innovation-driven product portfolio, we focus on efficiency by reducing costs and generating cash. We will continue focusing on investments that add value to farmers, suppliers, and customers and advancing digitalization.

HIGH WORKING CAPITAL NEEDS

We develop solutions that ensure the company's long-term continuity, with a strong emphasis on cash management. Our sector has significant working capital needs, which we must manage efficiently, considering the entire ecosystem. For instance, rising costs in Turkey are an area requiring our utmost attention, as we are a manufacturing company here. We must closely monitor costs and minimize expenses that do not add value to consumers. We've reduced our costs as much as possible and sustain operations through cost adjustments and the right product portfolio. We bear the responsibility of carrying a culturally rich heritage into the future.

TRENDS MAKE AN IMPACT

Global trends, especially those around ESG, supply chains, socio-economic crises, inflation, and digital risks, are becoming increasingly significant for us due to globalization. Mey Diageo operates in alignment with its 2030 sustainability goals, focusing on resource use, biodiversity, and waste management. We've made great progress in these areas and set ambitious goals. I mentioned our efficiency-focused approach, which extends to active tracking of digital developments and pioneering efforts in relevant areas.

As a company, we have experienced significant transformations in the past, evolving from a beverage company into an entity striving to advance the gastronomic ecosystem in industry and agriculture. This adaptability has supported us in maintaining our dynamism, balancing tradition with the modern-day needs of the business, and keeping our agility intact.