Müge
Yücel.

As an Investor Relations Professional, my role is dynamic and multifaceted, encompassing the oversight of the entire investor relations program and strategy. I passionately communicate our company's story to analysts and potential investors, ensuring it resonates with them. This involves close collaboration with various departments to gather pertinent information and craft new communication strategies, which are then tailored to suit different investor types.

In my capacity as the committee secretary for the Board Committee on Corporate Governance and Sustainability, I actively gather feedback from the investment community and relay it to our senior executives. This is crucial for informed decision-making and strategic development. I also advise senior executives on communication strategies, ensuring they are well-briefed and prepared to engage with stakeholders. Additionally, I often act as the public spokesperson, representing our company with enthusiasm and professionalism.

By continuously refining our narrative and engaging transparently with the investment community, I strive to build and maintain trust, which is essential for our long-term success. My goal is to ensure that our investors are well-informed and confident in our strategic direction.

In addition to my knowledge of English, German and Turkish, I bring a solid set of skills that are essential to excel in investor relations. My attention to detail is paramount, whether I'm writing compelling stories or preparing meticulous presentations. I love solving problems, especially in the dynamic context of emerging markets where challenges are a constant.

I excel at translating complex financial data into compelling narratives and making the numbers resonate with my audience. Flexibility and proactivity characterize my approach. Since 2016, I've been actively engaged in the investment community by targeting and engaging with potential shareholders and investors. This proactive outreach has honed my skills in identifying and securing valuable investor relationships.

Another strength is being able to read the room and understand people. This intuition helps me to gage how meetings will go and assess the potential for mutually beneficial partnerships. My combination of language skills, attention to detail, problem-solving skills and proactive engagement makes me particularly suited to the dynamic field of investor relations.

Keeping calm is my cornerstone when facing challenges. In a crisis, it is important to first keep calm and clear away the noise in order to focus on the heart of the matter. The calm in the middle of the storm provides clarity about what happened, why the turmoil occurred and how it escalated.

Externally, I am communicating with transparency and empathy, reassuring those involved that we are addressing the issue and will keep them informed as more information becomes available. Internally, I work closely with senior leaders and share detailed information about the incident, its impact and our strategic response. Depending on the nature of the challenge, I take the lead role in communication or hand it over to the relevant product or brand manager if it's a very technical issue.

In emerging markets like Turkey, small and large crises can occur frequently. In this environment, I have learned to adapt quickly and approach each challenge methodically to ensure that we tackle issues efficiently while maintaining stakeholder confidence.

Adapting to difficult situations requires a clear understanding of the specific challenge. For example, if I am excluded from important meetings where my presence could speed up the process, this is one such scenario. In such cases, I proactively seek information from colleagues about the content of the meeting and point out the importance of investor relations, including the legal, governance and risk perspectives. This approach has successfully led to my involvement in the past.

If the situation is less critical, I remain patient and am available to help if needed. Another challenge is dealing with retail investors, especially in Turkey, where financial knowledge is often low and patience is thin. Many retail investors do not fully understand the intricacies of their investments and often bring their personal situation into the conversation. Empathy is the key here. I listen carefully, acknowledge their concerns and gently guide them through their feelings. By helping them to better understand the situation, I give them the same clear, factual information that I would give any other investor.

Ultimately, the role of an IR expert sometimes requires a touch of therapeutic skill to have these conversations effectively. It's about striking a balance between empathy and clear communication so that everyone involved feels heard and informed.

I am passionate about personal growth and expanding my knowledge. I am constantly looking for new and more efficient ways to approach my work. I love to learn and teach, and I believe that teaching is a true gift. Having a broad range of interests is crucial. Many of my innovative ideas come from different areas such as technology, medicine and space exploration, not just finance or marketing.

For example, I regularly read technology, medical and space exploration news and take courses in different subjects. This interdisciplinary approach helps me to stay visionary and continuously improve my role in investor relations. It has also led to me being recognized as an opinion leader in Turkey, where I adapt new concepts to IR practices, be it in targeting or reporting.

I also believe in the importance of certifications. While Turkish IROs need to be licensed by the Capital Markets Board, I believe it is important to obtain international certifications. I am a certified Governance, Risk and Compliance Professional and have looked into certification for financial planning and advisory. However, I realized that this did not align with my career goals and decided not to pursue it. I am now focusing on certifications in IR and ESG. Continuous improvement and adaptation are key to my career progression.

As an investor relations professional, my decision-making process is based on a combination of thorough research, strategic foresight and collaboration with stakeholders.

1. Data-driven analysis: I start by collecting and analyzing relevant data, whether it's financial metrics, market trends or stakeholder feedback. This helps me to create a solid foundation for making informed decisions.
2. Interdisciplinary learning: I draw on insights from different fields such as technology, medicine and space exploration to bring innovative perspectives to my work. This interdisciplinary approach allows me to think beyond traditional boundaries and apply new ideas to investor relations.
3. Stakeholder engagement: Effective communication with various stakeholders is critical. I actively seek input from colleagues, executives and the investor community to ensure a comprehensive understanding of the issues at hand.
4. Certification and continuous learning: I value continuous professional development. Certifications, e.g. in governance, risk and compliance, and ongoing education on industry best practices allow me to ensure that my decisions are based on the latest knowledge and standards.
5. Flexibility and adaptability: In the ever-evolving field of investor relations, adaptability is key. I remain open to new information and am willing to change my strategies when necessary to ensure my decisions remain relevant and effective.
6. Strategic vision: Finally, I align my decisions with the long-term goals of the company and ensure that each decision contributes to sustainable growth and sound investor relations.

This holistic approach to decision making allows me to effectively tackle complex challenges and drive strategic initiatives that benefit both the company and its investors.

When I join your company, my IR strategy will focus on enhancing your investor relations program, expanding geographic reach and implementing a solid targeting and communications strategy. That's how I'd approach it:

1. Initial assessment: I'd start by assessing the current IR program, understanding the stories that are being told and identifying gaps. If there is only one narrative, I'd work to diversify it by presenting the same core story in multiple compelling ways.
2. Analyzing the investor base: Understanding your current investor base and their interests is critical. I gather feedback from existing investors to identify strengths and areas for improvement.
3. Aligning corporate objectives: I align the IR strategy with the goals of the company's management. This is important to ensure that the program achieves the intended goals and that any gaps are closed.
4. Communication strategy: Developing a dynamic communication strategy is critical. This includes tailoring messages to different investor segments, using different channels and ensuring consistent, transparent communication.
5. Geographic expansion: Expanding reach into new geographic areas will be a priority. I'll identify potential markets and investors and focus on building relationships and increasing awareness of your organization.
6. Budget and resource allocation: Based on the assessment, I'll suggest necessary adjustments to the budget and resources to optimize the effectiveness of the IR program.
7. Change management: I excel at managing change and will guide the organization smoothly through the necessary transitions. My expertise in targeting and my ability to build rapport with the investor community will ensure that we work together effectively at all levels.

By implementing these strategies, we can enhance your IR program, engage a diverse investor base and support the long-term growth and success of the company.

Building an effective team requires a strategic approach that is tailored to the size and long-term goals of the organization. I would proceed as follows:

1. Needs assessment: first, I would identify the key areas that the IR team needs to address based on the company's 5-10 year strategy. This includes understanding the company's position in the market and its growth ambitions.
2. Core team structure: Even in smaller companies, a single IR expert is not enough. A minimum of two team members ensures better coverage and collaboration. For growing companies, a team of three may be ideal, with roles clearly defined.
3. Junior IR role: For a junior IR position, I would want a graduate with strong financial knowledge and presentation skills. However, if the company is expanding quickly, I would prefer someone with industry-specific experience who can hit the ground running.
4. Essential Qualities: Key qualities include adaptability, ability to learn quickly, self-motivation and a genuine interest in the investment industry. These qualities are critical for a dynamic environment and ensure that the team can pivot when needed.
5. Team dynamics: It is important that team members are not only competent but also work well together. Building a cohesive unit where each member complements the others is critical to long-term success.
6. Continuous development: I would foster an environment of continuous learning and professional development by encouraging team members to pursue relevant certifications and stay current on industry trends.

By focusing on these skills and qualities, I aim to build a resilient and effective IR team that can support the company's strategic objectives and drive its success in the investment community.

When presenting our company to interested investors, it's important to recognize that each investor has their own priorities and interests. While the fundamentals of most companies may seem similar, it's the nuances and special characteristics that set us apart. That is my approach:

1. Understanding our story: I start by thoroughly understanding the company's history, vision and unique selling points. Knowing the full story, including our milestones and challenges, helps to develop a compelling story.
2. Identifying the key highlights: I identify the "hot points" – the aspects of our company that are most compelling and unique. These can include innovative products, market successes or exceptional management practices.
3. Tailoring the message: Depending on the investor's focus, I adapt the presentation to emphasize what is most important to them. For example, some investors are more interested in our financial performance, while others are interested in our sustainability initiatives or growth potential.
4. Compelling storytelling: The narrative should be compelling and highlight our strengths and strategic vision. I'll ensure that every presentation not only informs but also inspires confidence in the future of our company.
5. Engaging communication: During the presentation, I'll engage with investors and encourage questions and discussion. This interactive approach will help to address their concerns and build a stronger bond.

By combining a deep understanding of our story with tailored, compelling communications, I'll ensure that our company stands out to interested investors, fostering their interest and confidence in our potential.

As an Investor Relations professional, my approach to sustainability communications focuses on transparency, alignment with corporate values, and strategic engagement. Firstly, I would ensure that our sustainability initiatives are clearly communicated through comprehensive reports that highlight our achievements, goals, and progress. These reports should align with recognized frameworks like the Global Reporting Initiative (GRI) and Sustainability Accounting Standards Board (SASB) to ensure credibility and comparability.

Secondly, I would integrate sustainability messaging across all communication channels, including investor presentations, press releases, and our website. This consistency ensures that our commitment to sustainability is evident in every interaction with stakeholders.

Engaging with stakeholders is also crucial. I would organize investor meetings, webinars, and Q&A sessions specifically focused on our sustainability efforts. This not only provides a platform for transparency but also allows us to receive valuable feedback and demonstrate our responsiveness to investor concerns.

Moreover, storytelling plays a significant role in sustainability communications. I would highlight real-life examples and case studies that showcase our impact, making the information relatable and compelling. This human element can effectively convey the significance of our sustainability initiatives.

Finally, I would continuously monitor and adapt our communication strategy based on emerging trends and stakeholder feedback, ensuring that our sustainability communications remain relevant and impactful. By maintaining an open dialogue and demonstrating tangible results, we can build trust and foster long-term investor confidence in our sustainability journey.