Beko, a prominent player in the home appliance sector, has announced the appointment of Akın Garzanlı as the new CEO of Beko Europe and Chief Commercial Officer for the region. This transition took effect on October 1, 2025, succeeding Ragıp Balcıoğlu, who has moved on to become Beko’s Chief Marketing and Strategy Officer.
Garzanlı, who has been with Beko for over 20 years, previously held the position of Chief Marketing Officer since 2022. In that role, he successfully managed a portfolio that included 22 global and local brands across more than 55 countries. His extensive experience encompasses global brand management, marketing communications, and product management, alongside overseeing marketing strategies that have driven significant growth for the company.
Extensive Background and Leadership Experience
Garzanlı’s career at Beko began in 2002, where he initially focused on global markets. Over the years, he has taken on various leadership roles in sales, customer service, and product management. Notably, in 2018, he became the Global Customer Care Director, and by 2020, he was appointed Global Brand Director, further solidifying his influence on the company’s marketing direction.
His academic credentials include a bachelor’s degree in Management from Istanbul University and an MBA from Koç University. Additionally, Garzanlı has completed programs at esteemed institutions such as Harvard Business School and the Kellogg School of Management. This blend of practical experience and academic rigor positions him well to lead Beko Europe in a competitive landscape.
Strategic Vision for Beko Europe
As CEO, Garzanlı is set to leverage his comprehensive understanding of consumer insights to enhance Beko’s marketing capabilities. His leadership is expected to drive the company closer to its customers, transforming brand strength into measurable results. With a diverse product portfolio under his guidance, his agile approach to brand management is anticipated to yield positive outcomes in various markets.
Beko’s commitment to innovation and customer satisfaction remains at the forefront of its operations. Under Garzanlı’s direction, the company is poised to navigate the evolving home appliance industry while continuing to build on its legacy of quality and performance.
The appointment of Akın Garzanlı marks a new chapter for Beko Europe, reflecting the company’s strategic intent to bolster its leadership and drive future growth.
