Birim Gönülşen Özyürekli, Deputy General Manager of Growth Marketing at Visa Europe, has been making a difference through numerous women-focused initiatives. She emphasizes that social equality extends far beyond being just a women’s issue.
Every industry in the business world has its own unique dynamics. While some allow for greater flexibility, others become arenas of intense competition. Marketing departments undoubtedly experience this firsthand, requiring agility, vision, and collaboration with large teams across all sectors. With more than 20 years of experience in marketing across industries ranging from fast-moving consumer goods to media, Birim Gönülşen Özyürekli has led numerous award-winning projects. Her journey is filled with impactful stories, but in honor of March 8th, International Women’s Day, we take a different approach. From her work on the Hürriyet End Domestic Violence Campaign to supporting women affected by violence, from advocating for funding in women’s soccer to empowering women’s cooperatives in need of incentives, she has transformed countless lives. Rather than focusing on challenges, Gönülşen Özyürekli highlights the way forward, inspiring young women with her optimistic outlook.
Let’s begin with the simplest yet most complex question. What are the privileges and disadvantages of being a woman in the business world?
I regularly reflect on the opportunities and challenges I’ve encountered throughout my career. Interestingly, my perspective evolves over time—I realize that what once seemed like opportunities could also be challenges, while some difficulties turned out to be valuable opportunities in disguise.
However, analyzing these experiences solely through the lens of gender presents an incomplete picture. The key is to keep performance at the center and focus on the work itself. For me, knowing where you’re headed matters more than speed. I’ve always believed that as long as I have a clear direction, I can take control of my career.
As a woman, what changes have you observed in the business world since the beginning of your career?
Over the past 20 years, I’ve witnessed significant progress. Organizations have become more inclusive, diversity is now recognized as an advantage, and the number of women in leadership continues to grow. Research consistently shows that diverse teams are more innovative and successful. According to the World Economic Forum, companies with high gender diversity perform 25 percent better financially. Additionally, companies with women on their boards tend to have stronger corporate governance practices. The increasing presence of women in leadership roles across various industries is particularly inspiring for young professionals, motivating them to set ambitious career goals. Women leaders play a crucial role in mentorship and as role models, helping others navigate the challenges of career advancement.
Of course, the journey hasn’t been without its obstacles. When faced with challenges, I found that focusing on performance and results—while remembering why I started in the first place—was key. Simon Sinek’s Start with Why and his TED Talk on the book’s core message have served as a guiding compass for me.
Companies with high gender diversity outperform their counterparts by 25 percent in financial performance.
From an outsider’s perspective, your commitment to women’s issues is evident. Initiatives like Hürriyet’s End Domestic Violence Campaign, Girls on the Field Football Schools, and support programs for women’s cooperatives are just a few examples. What drives your passion for these projects?
Women make up half of society and the economy, yet their absence from economic and social life is a significant loss—not just for them, but for the world as a whole. Supporting women in achieving financial independence, standing on their own feet, and pursuing their dreams is essential. At the core of these projects is the motivation to remind women of their potential and empower them.
From the Hürriyet End Domestic Violence Campaign to Visa’s initiatives in women’s football, from programs that strengthen women’s cooperatives to financial inclusion efforts, I have been deeply involved in numerous projects. One of the key drivers of economic progress and sustainable growth is ensuring women’s active participation in employment and the economy. When women engage in business and entrepreneurship, they not only advance their own success but also contribute to the overall prosperity of society.
Another crucial aspect for me is the potential to inspire others through my journey. Women must believe in their own ability to achieve great success, as they possess incredible potential. That’s why I find it deeply meaningful to provide support and create equal opportunities—both on an individual level and through the projects I take part in.
You mentioned that significant progress has been made over the past 20 years. How do you think gender equality initiatives are being received today?
In the last two decades, gender equality initiatives have gained increasing support. It’s encouraging to see the growing number and impact of such projects in Turkey, just as in the rest of the world. As awareness continues to rise, we witness tangible advancements in various sectors, from business and sports to entrepreneurship and education. While there is still a long way to go, the widespread embrace of these initiatives and their expanding influence is promising. When discussing gender equality, I believe it’s essential to focus on progress—just as in this conversation. Access to the right information, raising awareness, and maintaining a forward-looking perspective are critical in advancing this cause.
Of the more than 50 awards you’ve received in marketing, which one holds the most meaning for you?
The Women to Watch: Women Making a Difference award holds a special place in my heart. This award, recognizing women with both potential and impact in the business world, highlights the challenges women face in professional life. It values not only current achievements but also future promise. When I received it, I was working in the media industry, surrounded by incredibly talented women—both colleagues and managers. Seeing how this award inspired people both inside and outside the company made it even more meaningful. Receiving it at a young age was a pivotal moment in my personal and professional journey. It resonates deeply with the values I uphold and the principles I believe in.
Women leaders can be especially attuned to unlocking their employees’ potential.
How does being a woman influence your strategic decisions in leadership and business?
Decision-making is one of the most intriguing aspects of leadership, but it’s just one part of the bigger picture. To me, true leadership is about maximizing the potential of those around me and creating opportunities for their growth. Throughout my career, I’ve observed that women leaders often have a strong people-centered approach, making them particularly sensitive to nurturing talent. A leadership style that prioritizes employee development and well-being is crucial for an organization’s long-term success. Women’s ability to build strong interpersonal relationships and adapt to team dynamics allows them to integrate seamlessly into business life. This perspective is especially valuable when managing situations that require deeper empathy and understanding. In my view, inspiring people, providing them with growth opportunities, and ultimately boosting an organization’s overall productivity are areas where women leaders naturally excel.
Having worked in different countries, how do you think cultural differences impact women’s projects?
Experiencing different cultures has been invaluable to both my professional career and personal growth. We all start with the perspectives shaped by our own cultures, but exposure to different ways of thinking broadens our vision. In multicultural environments, I’ve seen not only varying business approaches but also different attitudes toward people. This cross-cultural exchange fosters adaptability, enhances creativity, and transforms the way we perceive every situation.
Cultural diversity also enriches women’s projects. Women in different countries face unique challenges and opportunities, shaped by their environments and lived experiences. When these diverse perspectives come together, they create a wealth of knowledge that not only strengthens the role of women globally but also contributes to broader societal development. While each country approaches women’s projects differently, recognizing that these efforts serve a shared purpose fuels my optimism for progress.
Which country stands out to you in terms of its business environment and gender equality policies?
Launched in London in 2022, the Imagine campaign was a striking initiative that challenged gender stereotypes in the business world. Created by CPB London, the campaign invited people to imagine a CEO or a nurse, revealing ingrained biases about gender roles. By highlighting how women are less frequently associated with leadership positions and men with caregiving professions, the campaign not only raised awareness but also generated tangible impact by supporting NGOs advocating for gender equality.
The use of marketing as a tool for social change is incredibly powerful, as it allows messages to spread quickly and reach wide audiences. I firmly believe that campaigns like this should not be confined to a single country—raising awareness on gender equality must become a global effort. The more people—not just women—who engage with this issue, educate themselves, and actively voice their perspectives, the faster meaningful transformation will occur.
Being a woman presents unique challenges at every age, in every country, and in every community. As a prominent female leader in the business world, what obstacles have you encountered?
Many of the challenges women face stem from societal norms and upbringing. As a result, women—particularly in leadership roles—can sometimes struggle with feelings of inadequacy. However, as the British philosopher John Locke argued, these limitations arise from experience and environment rather than inherent traits. This is why it’s crucial for women to recognize their own talents, trust in their abilities, and move forward with confidence—their authenticity.
I believe the key to success is staying focused on the work itself rather than dwelling on obstacles. Wasting time and energy on difficulties only detracts from progress. Instead, I choose to channel my efforts into meaningful action, ensuring that challenges never overshadow the pursuit of growth and achievement.
It is very valuable for all women to be aware of their own talents and skills and to move forward with this self-confidence, i.e. “authenticity.”
What strategies have you developed to overcome these obstacles?
Personally, throughout my career, I have always taken care to express myself in the right way and make myself heard in every situation. If I was not heard, I stood up, because there are still glass ceilings all over the world and it is very important for women to be heard. There is still a serious struggle to achieve gender equality in the world, and, for example, according to the World Economic Forum’s 2024 report, it will take 134 years to achieve gender equality globally. That’s roughly five generations.
Visa is one of my proudest corporate experiences in this regard. Our company has very clear and inclusive rules for women in leadership roles. Globally, 42 percent of Visa’s more than 9,000 employees are women, and our global female executive ratio is 36 percent. In Turkey, we have women leaders in many key positions, including our general manager in Turkey.
We not only offer equal opportunities within the organization but also create solutions according to the different needs of our employees, customers, and stakeholders. I believe that to overcome the obstacles faced by women in business life, each and every one of us should actively take a hand in this regard, because achieving social equality is a critical step for the future of not only women but also for all members of society. For economic growth and sustainable development, all individuals must be able to realize their full potential.
Based on your own experiences, what advice would you give to young female professionals?
One of the most important pieces of advice I can give to young women professionals is to diversify their careers and gain different experiences. In today’s business world, building a uniform career is becoming less and less of an option. Working in a variety of sectors, in different companies, and with different areas of responsibility is crucial both to develop professional skills and to encounter new opportunities at every stage of your career. This diversity allows for a wider range of experiences as well as different perspectives.
Another piece of advice is to constantly try to improve your language skills to express yourself well. Language is one of the most important keys to expressing yourself in the most powerful way in the business world and to effectively communicate messages to the people around you.
Also, it is very valuable to be open to improvement in every situation. A ‘growth mindset,’ that is, an approach focused on growth and development, will provide you with new learning opportunities at every stage of your career. It is very important to believe in your own potential and to see every mistake and every challenge as an opportunity for development. Instead of giving up when you face difficulties, take these moments as an opportunity to improve yourself. Remember that a career is a marathon, not a 400-meter run; there will be ups and downs, but as long as you are open to improvement and learning, every challenge can turn into an opportunity.
Finally, always stay true to your values and beliefs. Remember, just like the women leaders you inspire today, you can inspire the young professionals of the future. Because gender equality can only be achieved through the support and inspiration women give to each other.
Remember that a career is a marathon, not a 400-meter run; there will be ups and downs, but as long as you are open to development and learning, every challenge can turn into an opportunity.
So far, you have realized projects that touch the needs of women from different social statuses, professions, and ages. What are the projects you plan to realize in the future or new areas you want to focus on?
I gave women’s leadership training for a while and, from time to time, I give speeches on leadership to young people. These experiences have contributed a lot to me. Leadership is not only about being a manager but also about inspiring people, encouraging them, and helping them realize their potential. Such contacts with young people have enriched me in many ways throughout my career while also giving me a deep sense of responsibility.
In the future, I aim to share my experiences of more than 20 years of my career with many more young people and women. I think I have reached the “giving back” phase of my career, so it is very valuable for me to provide guidance, encouragement, and support for young people and women, for those who are at the beginning or in the middle of their careers and feel stuck. This is not only for young women but for all young people. Helping people better understand their potential, supporting them on their journey, and contributing to the development of the next generation of leaders is one of my top priorities.
You live in Madrid. What was it like to become embedded in a Mediterranean culture that is both familiar and ‘foreign’ to you? How did you overcome this process?
It is not easy to change countries. You leave everything in your comfort zone behind, your emotions intensify—especially longing—some of the difficulties seem bigger as if under a microscope, and there is a voice whispering in your ear asking if you did the right thing. The list goes on and on. But, as with so many experiences that have challenges in them, they are enriching. Enrichment comes with these challenges, and it is valuable to accept them together. Adapting to a new culture, leaving behind loved ones and habits, sometimes feeling lonely… These are the most natural parts of a journey. However, in this experience, as in my career, I preferred to focus on what it would bring me rather than the challenges. I don’t want to be misunderstood when I say this—even though I focused on the positives, there were challenges. But I didn’t put the challenges at the center. To do that, you need to be open to different cultures. Being open to different cultures is something that you cannot see your own abilities or weaknesses without experiencing them. Therefore, I am in favor of a wealth of experience in life and career.
Every new beginning requires an adaptation process. I have lived abroad before, and I told myself that I will not make the same mistakes as I did before. In every experience, it is essential to at least renew the mistakes. For example, the way to solve difficult issues is not to fight every time; acceptance is sometimes the first step to a solution. One of the things that has helped me grow the most is learning something new every day. For anyone considering this experience, knowing your own motivation and always remembering why you made this change will definitely help.
You have a daughter. Younger generations have a very different view of the world than previous generations. What have you learned from your daughter?
My daughter is 9 years old, and I can say that I am approaching 10 years of motherhood experience, including the pregnancy period. I think having a child is a chance to see, feel, and, to a certain extent, experience what childhood is like as an adult. Childhood is a state of unlimited creativity, uncalculated kindness, and the ability to be happy with what comes from within before becoming an adult—that is, a raised person. But, unfortunately, it goes by very fast.
My daughter has given me all these beautiful feelings. We love inventing games together. We have had special games just for us since she was little. And we name them ourselves. Every time, I see how happy she is just by imagining. When we imagine, every space can turn into a playground, and everything within our reach can turn into a toy. This limitlessness of imagination impresses me every time.
Ezgi Yıldız Kefeli: “When Women Become Leaders, They Have the Power to Change the World”
