The Long Game: Elif Arslan on reinventing her career, leading with a beginner's mind, and navigating the unexpected

In this edition of our Women in Leadership series, we sit down with Elif Arslan, Commercial Director for Turkey at team.blue. Elif's story is one of courage to change course, high-pace learning across industries and formats, and the kind of resilience that only comes from navigating real complexity. She spent 12 years working side by side with the same CEO across two companies, an experience she describes as a professional academy. And through it all, her philosophy has remained the same: welcome challenge and approach every new challenge with a beginner's mind.

Can you tell us a bit about yourself and your background?

I'm originally from Türkiye and based in Istanbul. I studied food engineering with MS and MBA degrees and started my career in marketing and communications at multinationals like Danone and Vodafone. Over time, I made a conscious decision to move from a functional role into a more business-focused path with commercial and P&L responsibility.

It was a bold step that required real courage, and it shaped everything that followed.

In 2019, I joined Natro, and since then I've been part of a very dynamic journey including the acquisition by team.blue and the integration of Turhost. Much of my work has focused on transformation, merger, and change management.

What inspired you to join team.blue?

A sabbatical year spent in the mountains working on an eco-tourism initiative helped me realise how much I enjoy building things from the ground up. When the opportunity to join Natro came, it felt like a natural next step: an entrepreneurial environment where ownership and action really mattered. The transition into team.blue later added something compelling, maintaining that entrepreneurial spirit while becoming part of a strong international group.

How has your journey at team.blue been?

Very dynamic, and I really enjoy the pace. Working across different industries and operating in an organisation that grows and changes this quickly, inevitably pushes you beyond your comfort zone. In many ways, it expands your limits and accelerates your development, both professionally and personally.

What are some challenges you've encountered, and how have you grown from them?

Operating in Türkiye means navigating a market that can be extremely dynamic and unpredictable. We've experienced significant macroeconomic volatility, high inflation, currency fluctuations, and economic cycles that directly affect our business.These realities are not always visible to decision-makers outside the country, so an important part of my role has been consistently bringing that perspective to the table, translating local complexity into shared understanding through data, context, and collaboration.

One moment I'm particularly proud of: during a period of around 120% annual TL inflation, we worked closely with the group to transition local salaries to a USD-based model. This helped protect employees and created a much stronger sense of stability within the team, which later showed up in improved people engagement survey results.

Can you share a bit about your path to leadership?

My path was shaped by early exposure to senior leadership at large multinationals, a willingness to take bold career steps, and a strong focus on understanding how businesses actually work in practice. Volunteering to launch Vodafone's residential fixed internet business from scratch was one of those defining moments, a leap into a completely new domain and a different industry entirely. I approached it with a beginner's mindset, rolling up my sleeves and getting involved at every level.

I believe leaders should never stop learning. Every new challenge requires approaching the situation with curiosity and a beginner's mindset.

What does leadership mean to you?

Leadership often begins with simplifying complexity and defining the real problem clearly. Once that's framed, half of the solution is already there. From there, it's about alignment and enabling people to move forward with ownership. And throughout all of it, the real compass for me is always the customer.

Have you had any mentors or role models along your journey?

I've been very fortunate. For nearly 12 years, I worked closely with the same CEO and core leadership team across two companies, first at Danone and later at Vodafone. It was almost like a professional academy, watching how strong leaders think, make decisions, and navigate large-scale transformation. One of the most influential role models was the CEO, Serpil Timuray, one of the rare leaders in Turkey who successfully led large-scale transformation while building high-performing teams. Her example, also as a female professional, made a lasting impression on how I think about what's possible.

What advice would you give to women aspiring to leadership roles?

Invest time in understanding yourself, your strengths, your style, and what makes you unique. Women often bring incredibly valuable perspectives to leadership: strong empathy, attention to detail, the ability to connect complex topics. Don't underestimate them.

How do you see AI shaping the future of your industry?

AI represents both a major opportunity and a significant disruption. Historically, our sector has relied on technical intermediaries such as developers and agencies. AI is now simplifying that entire journey and fundamentally changing how we interact with customers. For me, the most constructive approach is to stay open and curious. AI requires organisations to adopt a beginner's mindset again. Ultimately, it will not only reward the most technologically advanced companies, but the most curious and adaptive ones.

What's the best thing about being part of team.blue?

The entrepreneurial spirit. In many ways, it can feel a bit like surfing: you need to stay balanced on the board while the waves keep changing. Sometimes you fall, but you get back on and continue riding the next wave. For people who enjoy that combination of challenge, learning, and growth, it can be an incredibly exciting place to be.

Finally, what's something about you that might surprise people?

In my earlier years, I was a national-level swimmer. And a slightly unusual fun fact: I can also touch my nose with my tongue!