Cover Interview

Cover Interview: Asli Ertonguc

Responsible Leadership

Having joined as general manager BAT for Poland & Baltics almost a year ago, Asli Ertonguc sits down with the WBJ to talk about business, responsibility, leadership role model and diversity.

INTERVIEW BY MORTEN LINDHOLM PHOTOGRAPHS BY KEVIN DEMARIA

WBJ: You were the first woman to hold a senior sales management position in a corporation in Turkey. Tell us more.

Asli Ertonguc: Yes, I was the first woman as a sales director in our organization in Turkey. The reality is that sales roles are still generally associated more with men. I believe I owe my success in the Turkish organization to having good people skills, being able to motivate teams and at the same time, being self-driven and focused on results.

What’s your favorite part of the job? What is it that you like most about what you do?

Working with people, helping them grow and become leaders! I learn from people in my team and I also develop, thanks to them. I take a lot of satisfaction from these contacts and at the same time, I try to motivate others effectively, because everyone should be aware of their personal contribution to the realization of the goals and feel like a co-creator of a bigger project. I am an advocate of sustainable leadership, where we manage to unite people around a common idea that becomes important to them to some extent, when they share the same values, which is, of course, impossible without the conviction of authenticity and commitment of the leader.

The pandemic uprooted a lot of traditional management strategies. What have you learned from it?

For most leaders, the pandemic was a time to test and verify their management style. A test of whether they can adapt quickly to a changing environment, new developments and unexpected situations, whether they are flexible enough to react in an appropriate way. These skills seem crucial to me today and I believe they are part of my management style. Just look at recent experiences, where having an open dialogue with the organization about how to adapt to new realities and how to respond to the concerns and needs of employees has proved even more critical in times of pandemic.

Your strategy “A Better Tomorrow” could not be more apt than now. What’s your goal?

Just before the pandemic, at BAT we introduced our new mission statement, which is “A Better Tomorrow.” One of our goals is to create a new generation of products that will reduce the impact of our operations on consumers’ health and the environment. At the same time, we are very active in achieving environmental neutrality. Every year we commission an independent assessment that determines the current level of ESG indicators in the abovementioned areas. We work with a wide range of stakeholders to understand what is most important to them and we continuously monitor risks and conduct research and benchmarking. This keeps us abreast of emerging themes and stakeholder expectations. ESG is at the heart of our “A Better Tomorrow” strategy. In terms of social aspects, I would mention, for example, increasing the proportion of women in management positions or, in the area of governance, topics such as business ethics and responsible marketing, in particular the protection of minors from access to nicotine.

Cover Interview: Asli Ertonguc

I have a lot of determination and enthusiasm to pursue these goals. Each department, each individual in our organization has personal objectives which are linked to our global mission and my personal goal is to help our people “walk the talk,” i.e. think about how we can literally fulfill it on a practical, everyday work level.

Can you define what sustainable leadership means today? What is going to be the key for companies to think about the future of the whole world together?

In my opinion, sustainable leadership involves three things — uniting people around an important mission, self-awareness to build a flexible, authentic leadership style and HR tools and career development opportunities that contribute to the organization. Sustainability is not possible if it only involves leaders. I believe that the more sustainable the whole organization is, the more sustainable the leadership is.

As a female leader with 20+ years of business experience, how do you see the difference between being a woman leader now and in the future?

I have been working for BAT for most of my career and BAT is definitely an equal-opportunity organization, where cultivating diversity, including gender diversity, is part of our DNA. Over almost 20 years that I’ve been with the company, I’ve seen more and more women get to top positions, such as the general manager role that I’m in now. I believe, that companies such as BAT expect their employees to have the capabilities required for the job and to respect certain values which are the backbone of the company’s culture. In such an environment, both women and men have the equal opportunity to achieve, grow and find job satisfaction and ultimately have a successful career in the organization.

Zelensky has shown the world what it means to be an inspirational world leader. What do you think makes an effective leader in the business world?

There are a number of effective management styles, but let me share something about the way I enjoy working with my teams. I would describe my leadership style as transformational. I love to mobilize the organization I work for by setting ambitious goals, driving change, taking it out of its comfort zone and driving performance. As general manager of BAT for Poland and the Baltics, I implement our company mission statement which refers to creating "A Better Tomorrow." I want to support innovation and engage employees. I try to adapt my leadership style to the task entrusted to me and to the specifics of the team I lead because it is important for me to be authentic in what I do. I believe that creating an environment that fosters creativity and a sense of responsibility leads to both good results and organizational development.

Would you go as far as saying you are a mentor?

Absolutely. I’ve found mentoring to be very rewarding. In fact, it is

“We are moving from a business where sustainability has always been important to one where it is a priority

an essential part of who I’m as a business leader. For me, mentoring is a relationship based on trust, in which you do not give readymade answers, but provide the opportunity to see perspectives for development. I have had mentees in all the countries I have worked in and we still remain in contact, which perhaps is some proof that I’ve helped them with their work and personal development.

What is something you would change if you could in your career?

I enjoyed every stage of my development. With every assignment, every opportunity, with every team I worked with, I learned a lot. Even in some cases, I didn't appreciate the experience enough at the time. Now, when I look back, I see that it was worth every moment. Additionally, I have worked and lived in five countries and got to know different cultures. Perhaps, I would have started my international journey even earlier?

How do you face challenges?

It might sound surprising but I like challenges! I like moving out of my comfort zone, to force myself to be more focused on the priorities specific to the given project or situation. What I find particularly useful when facing challenges is keeping an open mind, being open to different points of view but at the same time being able to quickly analyze available information and find possible solutions. Poland is the fifth country I have worked in and I expect I will find many challenges here but I will draw on my experience from the other markets and countries I’ve worked in and rely on my Polish team to help find the best possible solutions.

Your Polish BAT factory has implemented green sustainability projects. Tell us more. What else have you planned?

Our company mission "A Better Tomorrow" is about ensuring sustainable development, which is why we want to meet a number of environmental and social commitments, among which is achieving carbon neutrality by 2030. Our plant in Augustów is one of our company's most important production facilities in the world. Thanks to the hybrid “Lean Green” approach or the lean management methodology for identifying factors having a negative impact on the environment, we have been able to introduce measures leading to the reduction or complete elimination of the harmful effects of production activities on the environment. As evidence of specific actions taken to achieve the strategic goal of reducing water consumption by 30%, we built a central water treatment facility that makes the water flowing in the pipes of the Augustów factory fit for direct consumption. This made it possible to stop buying water in plastic bottles and reduce waste. We are also introducing a new AWS (Alliance for Water Stewardship) standard at the factory. As a result, we are moving from a business where sustainability has always been important to one where it is a priority. It is my personal ambition that our company mission of “A Better Tomorrow” is not just a slogan, but is realized through concrete, measurable actions.

Cover Interview: Asli Ertonguc

ASLI ANSWERS FIVE FUN RAPID-FIRE QUESTIONS

What has surprised you the most about living in Warsaw?

Before I came to Warsaw, I had very little experience with Polish people. What surprised me very positively was their hospitality and willingness to help. I’m also observing this now when almost all of Poland is helping Ukrainians who had to flee from their country and Polish people are helping with open hearts.

What do you like to do when you are not working?

I love to learn about new places and the culture of the countries I live in. Curiosity about new things is the common denominator in my professional and personal life. Besides, I love practicing sports, regardless of whether I’m talented or not.

Do you already have a favorite place(s) in Warsaw? Warsaw offers many interesting, fascinating places, for example, where you can celebrate art, but I realize that there is still much to discover, also outside the capital.

If you weren’t doing what you are doing, what could you see yourself doing?

I’ve been with BAT for over 20 years. I have never gotten bored as BAT offers so many opportunities for personal and career development. I certainly have never felt burnt out, as they say, as the various projects I’ve managed, in different markets, have given me great satisfaction and the possibility to continue expanding my experience. Being where I am now has been another career step for me with great challenges that assure me every day that I’m in the right place. Nevertheless, it has not always been so obvious. In high school, my classmates were convinced I could be a lawyer, since I was a very outspoken personality and advocate for my classmates. Instead, I chose marketing and management and today I am very happy with my choice.

What is something that our readers do not know about you?

You may not be aware that my name – Asli – in Turkish means authentic and genuine. As I mentioned before, I not only value authenticity in leadership, but also in interpersonal relationships. I want to believe that I live up to my name.

BAT POLSKA FACTS

BEGINNING

BAT started cooperation with the Polish state-owned tobacco plant in Augustów in 1991. The acquisition of Mazurska Wytwórnia Tytoniu Przemysłowego, took place in 1992 (initial stake in the company). Currently, BAT employs around 3,600 people in Poland.

PRODUCTION

BAT’s plant in Augustów is currently one of the biggest in the EU, with exports that reach approximately 50 markets around the world. The plant produces 50 billion cigarettes annually and employs over 1,400 employees.

MANAGEMENT, SALES & MARKETING:

special initiatives and changes BAT in Poland has a truly international team, with extensive experience in the FMCG sector. The company’s special initiatives include: “Masz Wybór” (in English: You Have a Choice), which is a marketing initiative directed at adult nicotine consumers, whom BAT offers a very wide portfolio of nicotine products, alternatives to combustible ones, with a potentially reduced-risk, like e-cigarettes Vuse ePen, Vuse ePod and tobacco heating products with its recognizable brand GLO. Our portfolio includes also products from the modern oral category, such as VELO nicotine pouches. It is worth stressing that BAT is strongly dedicated to its “Zero Compromises” campaign, the objective of which is to ensure that nicotine products are not sold to minors.

BUSINESS DEVELOPMENT:

results and plans BAT has a wide range of nicotine products, including a wide offer of smoke-free alternatives to traditional cigarettes, products with potentially reduced-risk, such as electronic cigarettes, THP, as well as the modern oral category. The company continues research around reduced-risk products, also in Poland, at the eSmoking Institute and the production of liquids for electronic cigarettes at the eSmoking Liquids plant in Ostrzeszów. What is also worth mentioning, our electronic cigarettes distribution network is being modernized to better suit consumers’ needs, in line with the “Masz Wybór” concept. The production site in Augustów, on the other hand, has been running several ESG initiatives under the umbrella project called “Green Factory,” which is directly connected with the company’s vision, namely building “A Better Tomorrow.” For example, BAT is currently introducing a new AWS (Alliance for Water Stewardship) standard at the factory. As a result, we are moving from a business where sustainability has always been important to one where it is a priority.

COMPANY VALUES AND CORPORATE MISSION:

“A Better Tomorrow” This inspiring vision was introduced in 2020. It’s based on BAT’s bold plan to reduce the health impact of its business by offering a greater choice of enjoyable products for consumers. BAT’s values are captured in the company’s “Ethos” which includes the following guiding principles: being bold, fast and empowered, as well as being diverse and responsible.