Ms. Elif Guvenen is Garanti Bank's Senior Vice President of Corporate Brand Management and Marketing Communications. She leads the team managing the banks’ brands and products, as well a team managing corporate brand communication. Her responsibilities extend to Garanti’s non-profit organizations, including its educational foundation and cultural institutions, as they are a strategic function of corporate brand and reputation management. Prior to her position at Garanti, between the years 2003-2008, Ms. Guvenen was Beko's Brand and Communications Manager at one of the largest appliance companies in Europe, Arcelik, of Turkey's largest private-sector companies. There, she transformed the brand management strategy for Beko, initiating and implementing a Global Brand Management System. Ms. Guvenen is a graduate of Bilkent University in Ankara, Turkey. She has simultaneously held important positions such as member of the Effie Jury Board and Member of the Turkish Advertisers’ Association’s Executive Board. She has a perfect command of written and spoken Turkish, French and English and is conversant in Italian.