Beko, one of Europe’s leading home appliance brands, has appointed Alper Yıldırım as its new country director for the Philippines.
In his new role, Yıldırım will oversee Beko’s strategic initiatives in the country, working to strengthen the brand’s market presence. He previously served as Beko’s country director for Vietnam since 2022. He will report to Zafer Üstüner, chief commercial officer for the Asia-Pacific region and chief executive of Arçelik Hitachi.
Yıldırım has nearly two decades of experience at Arçelik A.S., Beko’s parent company, with a strong track record in operational growth and market expansion.
A mechanical engineering graduate of the Middle East Technical University in Turkey, Yıldırım joined Arçelik in 2005 as a sales executive responsible for East and Southeast Asia, as well as Australia. During that time, he visited Manila several times to assess the Philippine market, helping expand Beko’s original equipment manufacturing business and laying the groundwork for the brand’s launch.
Over the years, Yıldırım has held various leadership roles across multiple regions, gaining insight into different cultures, products, and retail systems. After 15 years, he returned to Southeast Asia to lead the launch of several Arçelik Group brands in different countries. In these roles, he provided key market insights to guide the development of products tailored to regional needs.
“It has been an exciting journey, and now, as I take on this new role, I look forward to leading Beko’s growth in the Philippines,” Yıldırım said. “I aim to bring a fresh perspective and strong leadership to help Beko reach more Filipino homes.”
He added that the company’s plans for the Philippines include expanding its market share, introducing innovative products, and strengthening its brand position. “By understanding local consumer needs, we will continue delivering high-quality home solutions that enhance everyday living,” he said.
With a commitment to quality, innovation, and sustainability, Beko aims for continued growth in the Philippines under Yıldırım’s leadership.
