Emel began her business career at Akbank in 2000, before pursuing her career subsequently with Oyak Bank and Yapı Kredi. After working as Self Service Channel Director at Yapı Kredi, she gained experience in a different sector as Director of Business Development and Foreign Markets at an OBSS informatics firm.
During her professional career spanning sixteen years Emel has built up significant expertise in different segments, such as retail banking, multi-channel management and digital channels. She has set up new teams in banking, built new business lines and developed award-winning products and apps in ATM and Kiosk banking via digital channels.
Emel managed the alternative distribution channel line of Yapi Kredi’s multi-channel programme, where she generated new ideas and projects for the distribution channel of the bank and its branches, which she successfully implemented to enhance the bank’s productivity and cost management. Emel contributed to the development of a new innovative profession in Yapı Kredi Bank, where she managed the first phase of UniCredit’s “Idea Generation’’ process in Turkey.
Moreover, she participated in the UniCredit Executive Development Programme.
Emel began developing her interest in neuroscience and neuromarketing in 2010 and participated in a master’s programme at Hamburg Media School. Drawing on her extensive career experience and her work on the effective use of neuroscience in working life, Emel has set up LeadNeuro, a neuromarketing agency.
While developing neuromarketing consulting, education and research services, Emel still maintains an interest in digital channels and the customer experience and continues to work as a consultant in these fields, mainly with banks and insurance companies.