The document is a program for the EuroFinance 11th annual conference on Cash, Treasury & Risk Management in Turkey to be held on April 20-21, 2015 in Istanbul. The conference will feature presentations and discussions on risk management strategies, economic challenges, innovation, digital processes like e-invoicing, and driving sales and profitability. Topics will explore how Turkish businesses can position themselves for future growth in challenging economic conditions.

1. Monday 20 - Tuesday 21 April 2015
Hilton Istanbul Bosphorus
Istanbul, Turkey
www.eurofinance.com/turkey
Programme highlights
NASA shares its risk
management strategies
Incentive hunting: Can you get
a better deal for your company?
Financial expert to business visionary:
How should a CFO think?
Tough talk for economic
challenges ahead
Official lead sponsor Official sponsor Global sponsor
Building business fit for the future
EuroFinance’s 11th annual conference on
Cash, Treasury Risk
Management in Turkey
When risk management
really is rocket science
Jeevan Perera, Snr Engineer – former International
Space Station Risk Manager, NASA, US
What is innovation and does it matter?
Dr. İsmail Üstel
İnovasyon Değer Zinciri Danışmanı, Turkey
A virtual future:
Finding the virtue in virtual accounts
Mariko Yashiro
F. Hoffmann-La Roche, Switzerland
How to drive sales and profitability:
Implementing ‘learn to lead’
Şant Margos
Chief Financial Officer, Volvo CE, Turkey

2. Building business fit for the future
Turkey is faced with global tensions but the biggest challenge
of all could come from within. Whatever happens in terms
of regional geopolitics, or indeed, domestic politics, Turkish
businesses must react against sluggish economic productivity
and growth. To do so they will need vision, drive and innovation.
Each company’s finance division will be key in steering towards
business models fit for future growth. New technologies to
enhance and automate collections, risk management and
financing will help businesses position themselves better.
At a national level, that same drive is important and energy will
be a pivotal issue for the country’s future. Can Turkey become
energy-independent, now that privatisation is near complete?
Private companies are investing in the sector and much depends
on it – not least the worrying current account deficit. Banks
will also play their part in providing partnership, advice and
introducing new technology, so it’s essential that stability in the
sector and across the region is maintained.
While financial directors and CFOs are keeping an eye on the
evolving bigger picture, they also need to keep up with market
developments, such as the move towards electronic accounting
and invoicing, and new payments technology. The role of CFO
and treasury is developing too. What does it mean to be a CFO
today? This conference provides opportunities for learning,
debate and questions on these topics and more besides.
New for this year:
OPEN SPACES
Deepen the discussion!
Open Spaces is a new EuroFinance format with expert
contributors, corporate presentations and discussion on elements
of a single topic in an open forum. As a member of the audience
you can join the discussion, or sit back and learn. It’s a new way
to get in-depth analysis from multiple angles.
SPEAKERS’ CORNER
Meet the speakers and carry on the conversation
The all-new Speakers’Corner, during refreshment breaks in the
exhibition area is an opportunity to put your questions to the
speakers and deepen the discussion.
The leading event for treasury and finance
professionals operating in Turkey
EuroFinance’s Turkey conference is the meeting place for high-
level, international treasurers who want to collaborate and share
solutions. If you are working in cash and treasury management
and need to know the latest international best practice, then this
event is for you.
This conference will be delivered in Turkish.
English translation will be provided.
For programme and speaker updates,
visit www.eurofinance.com/turkey
Conference venue
Hilton Istanbul Bosphorus
Cumhuriyet Caddesi Harbiye, 34367, Istanbul
T: +90 212 315 6000
Bedrooms are to be booked directly with the hotel. Delegates
have to mention they are attending the EuroFinance
Conference on 20-21 April 2015. As availability is limited, we
recommend you reserve your room as soon as possible.
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twitter.com/eurofinance | @EuroFinance
Join our LinkedIn group
eurofinance.com/linkedinturkey
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3. 08:00 Registration, refreshments and exhibition opens
09:00 Opening Address: Building business fit for the future
Times are changing and the risks organisations face across the region pose a
real threat to business productivity. Whatever scenarios play out on the global
stage, the financial community must know how to stay strong and provide
the foundations for stable growth. What are the possible future scenarios that
could seriously impinge on the way banks and corporates do business? And
how can you ensure you have the strategies in place to buffer your company’s
finances from these risks?
Alper H. Yüksel, Executive Vice President – Corporate Banking, Akbank,
Turkey
09:15 What is innovation and does it matter?
What is innovation? Can companies really be cutting edge? Everyone faces
challenges in being innovative whether it is treasury, tax, finance or product
development. Entire corporations face a constant pressure to innovate. How
can leading-edge thinking be applied to the corporate structure so that it can
be the difference between thriving, surviving or failing? This speaker shares
informative and entertaining insights into the importance of innovation and
its impact on individuals, society and companies and how leading edge really
matters.
Dr. İsmail Üstel, İnovasyon Değer Zinciri Danışmanı, Turkey
10:00 Tough talk for challenges ahead
As international relations feel the strain, and conflict on the doorstep is at
risk of escalation, Turkey is between a rock and a hard place. That’s without
mentioning internal challenges. On the economic front, thorny issues need
to be addressed, such as the current account deficit and sluggish growth.
Economic stability will depend on how regional conflicts evolve. Eyes are also
keenly fixed on the US Federal Reserve, which will determine the path for
global liquidity. With continued Turkish lira weakness, the picture is potentially
good for exporters. But exporters’biggest market, the EU, hasn’t yet managed
to shake off its own troubles. These experts share their vision for choosing the
right road ahead.
Özlem Dalga, Economy Coordinator, Bloomberg HT Tv, Turkey
Refet S. Gürkaynak, Department of Economics, Bilkent University, Turkey
Atilla Yesilada, Economist, Global Source Partners, Turkey
Murat Yülek, Partner, PGlobal Global Advisory Training Services Ltd,
Turkey
Fatih Keresteci, Global Markets Director, HSBC, Turkey
10:40 Refreshment break and Speakers’Corner
11:20 Unlocking potential in digital processes
E-invoicing is still in its infancy in Turkey: what potential benefits does it offer?
For example, how is it being used in other countries where the market is
more mature? In 2015, some corporates in Turkey will be required to submit
all electronic invoices to a central hub, where the invoices will be registered
and stored electronically. How can you prepare for this and how will this affect
trade finance instruments such as invoice discounting or factoring? Many
in the market have noted that e-invoicing is not enough in itself to really
help companies achieve greater efficiencies. So how can you use it to your
advantage? How can e-invoicing enable companies to offer or benefit from
dynamic discounting or help them to automate accounts payable (AP)? Other
initiatives include e-books and e-archiving. How can you benefit from these
developments?
Pınar Şener, Director – Treasury Financial Services, Carrefoursa, Turkey
Efsal Gülen, Cash Management Product Development Vice President,
Akbank, Turkey
12:00 How to drive sales and profitability: Implementing‘learn to lead’
The CFO’s role has sometimes been seen as largely a supporting function by
the board and senior management. But can the CFO be a strategic driving
force? What are the key components in order to help sales, drive revenues
and bring value and profitable growth to the company? This CFO has
implemented a‘learn to lead’model. The key is communication, for the CFO
to find out what procurement and sales need and what customers want and
to identify how the finance department can help to deliver this. An eye on
cash generation and forecasting is a key focus for helping redraw a business
model. How can these be assessed and how can they be translated into better
working capital management, new financing solutions for customers and
better ways of doing business?
Şant Margos, Chief Financial Officer, Volvo CE, Turkey
12:40 Lunch
Chaired by: Dr. Riza Kadilar, Senior Country Manager Representative for Turkey, NATIXIS, Turkey
DAY 1 Monday 20 April 2015
For programme and speaker updates,
visit www.eurofinance.com/turkey
14:00 Cash strategies that boost global growth
Global business never stands still, so how can you keep your trade and
operations running efficiently while you expand into new markets? Ensuring
you have liquidity where you need it can make or break your company’s
prospects for success. However, many growing mid-size and multinational
companies come up against credit challenges. Even a technology problem
in a foreign market can trip up the best of us. What strategies ensure you
have cash without the technical glitches? Counterparty risks are also one of
the top concerns for companies operating outside their domestic market.
Whether you’re in Turkey and seeking to expand further afield, or you’re a
multinational with an eye on the Turkish market’s potential, taking steps to
mitigate counterparty risk will enable you to step outside your comfort zone
with confidence.
Doruk Malhan, Board Member, Koleksiyon Mobilya, Turkey
Ekrem Özçelik, Treasury Customer Credit Manager, Sanofi, Turkey
Virma Sokmen, AGM Corporate Business Banking, HSBC, Turkey
14:40 Crunch time: Anatomy of an acquisition
Successful acquisitions enhance value and require a high degree of strategic
insight. This company’s high profile acquisition of a major European corporate
was minutely prepared and planned for. Not just from a strategic point of view
but also financially. More than half of the large price tag was paid up front
while part of the acquisition was financed through bank credit. How did the
financial division put in place this financing? The deal changed the company’s
shape and scope. How did it adapt to its new markets and how did its treasury
and risk parameters change to cope with new exposures and new systems?
Nurtaç Ziyal, Head of MA Business Development, Yildiz Holding, Turkey
15:20 Refreshment break and Speakers’Corner
16:00 OPEN SPACES | Risk in action: Strategies to raise your game
Hedging exposures to FX, interest rates and commodity price volatility
are major concerns. What strategies and tools are your peers using and
what works best? Are you facing other risks you just can’t see? Businesses
rely on wide networks of other organisations, from smaller distributers
to large financial players and other service providers. But evaluating the
financial risk posed by counterparties is a mammoth task. How can credit
ratings companies help this process and save you time? Does this work
in practice and is it a cost effective way of gaining insight into risk in your
supply chain? Too many companies aren’t taking a thorough approach
to ensuring risk mitigation is consistent across all entities and areas of
business. How can you work with senior management and the board to
ensure an effective risk management framework is implemented? What
other risk considerations, such as disaster contingency planning, are other
companies working on?
Open Spaces is a new EuroFinance format with expert contributors including
corporate professionals, banks and risk management experts, in a forum
setting discussing risk management: measuring, benchmarking and hedging
risks. Sit back and listen or raise questions and deepen the conversation: the
choice is yours.
Moderated by: Erda Gerçek, Managing Partner CEO,
Thales Training Consulting, Turkey
Nuri Tezel, Chief Financial Officer,
ASSAN Alüminyum Sanayi ve Ticaret A.Ş., Turkey
Cumhur Bilgili, Manager, Risk Management,
Brisa Bridgestone Sabancı, Turkey
Mehmet Yörük, Vice Chairman Finance Treasury,
Doğan Şirketler Grubu Holding AS, Turkey
Taner Pilavcı, Finance Director, Freebird Airlines, Turkey
17:20 Conference adjourns to Treasury Networking Reception

4. 08:00 Registration, refreshments and exhibition opens
09:00 When risk management really is rocket science
When your business is putting human lives and hundreds of thousands
of dollars of equipment up in space, you had better have the best
risk management available in the universe. NASA is facing dramatic
changes, but it needs to remain the best. What are the risk processes and
technologies necessary to manage risk on manned space programmes
when budgets are no longer as infinite as space? How do you manage
with restructured missions and objectives and evolving partnerships with
commercial space launch vendors? This session explores and explains
the risk processes and tools used. It has to be possible to develop risk
mitigation plans and to communicate risk information and status when
projects are under way with a variety of new stakeholders. Importantly,
what are the lessons learned from space-age risk management
implementation, and how can your company use them too?
Jeevan Perera, Snr Engineer – former International Space Station Risk
Manager, NASA, US
09:40 Incentive hunting: Can you get a better deal for your company?
The government is offering financial incentives to companies. The catch
is that each company must negotiate its own deal. The process can
be long and complex but, with a government keen to cut the current
account deficit and encourage investment in certain key regions and
sectors, there could be an advantage for those who know where to look.
This company has successfully negotiated significant incentives. How can
you do the same for your company? This session looks at how to open up
the negotiating process, the areas in which incentives can apply and the
factors that underpin successful talks.
Buğra Sükan, General Manager, Dunapack Dentaş, Turkey
10:20 Refreshment break and Speakers’Corner
11:00 Financial expert to business visionary: How should a CFO think?
Business is developing fast and the role of the CFO is evolving from
one focused on the financials into a strategic role that manages some
of the most serious risks any business can face. Knowing how to be a
valuable partner to the board and CEO is vital. So is getting to grips
with managing risks throughout the enterprise. What are the pressures
facing senior finance professionals in today’s markets and what are the
best strategies for dealing with the challenges. One thing is clear: having
financial expertise is now just a minimum requirement. Much more is
needed, including the communication skills and business vision.
Mustafa Kiliç, Chief Financial Officer, Candy Hoover Group, Turkey
Orhun Köstem, Chief Financial Officer, Coca-Cola İçecek, Turkey
Bülent Beydüz, Group Chief Financial Officer, Erdemir, Turkey
Murat Erden, Chief Financial Officer, Turkcell, Turkey
11:40 Treasury Verdict: The impact of change on Turkey
At all our major events worldwide we ask our delegates for their views
on the key treasury topics of the moment. In addition, through research
and polls, we track the trends on perceptions and issues of significance.
In this session we look at those trends and compare them with your
responses this year and with those of your global peers. How have your
concerns changed? Are you more or less positive now than before?
What do you see as key stumbling blocks? This is your chance to vote
and compare. A panel of treasury experts will be on hand to analyse
your responses and address the concerns raised.
Sponsored by:
Mehmet Yörük, Vice Chairman Finance Treasury,
Doğan Şirketler Grubu Holding AS, Turkey
Akil Ozcay, Head of Fixed Income Assistant General Manager, TEB,
BNP Paribas, Turkey
12:20 Lunch
DAY 2 Tuesday 21 April 2015
13:40 Getting on budget: Risk analysis for budgets and planning
The budgeting and business planning cycle usually is a busy time for
finance departments, and also for sales and marketing, product and
operations departments. Forecasts are built on macro assumptions
as well as company-specific growth ambitions. Distribution channels,
products et al are examined in detail and targets are set, then stretched,
set again and then stretched some more. Markets certainly don’t stand
still – commodity prices, foreign exchange volatility, political and
economic risks move all the time. CFOs, CEOs and the board are paying
close attention to risk data from across the group. How do you analyse
risk for your budget and planning process? What can your risk functions
do for the planning and budgeting process? How can they assist with
what may slip into being a mechanical process, when in fact it is clearly a
strategic one?
Aysan Sinanlioglu, Executive VP of Risk Management, Dogus Holding
President Enterprise Risk Management Association, Turkey
14:20 Flight risk: Hedging at 32,000 feet
Turkey’s airline industry has taken off in the past 15 years, with new
carriers opening for business and flagship companies cementing
their business. But what are the financial risks that CFOs and financial
managers in this sector face? Hedging jet fuel prices and FX exposures
are the main priorities in terms of risk mitigation. As with the growing
consumer choice when it comes to air travel, the range of tools available
to manage volatile markets is also expanding. What are the instruments
that most effectively limit risks in this industry? What are the more global
economic factors that threaten to destabilise an airline’s cash flows and
long-term financial stability? This case study discusses why hedging is at
the heart of a successful company.
Doğuş Erdoğan, Investment Hedge Specialist, Corendon Airlines,
Turkey
15:00 Refreshment break and Speakers’Corner
15:40 A virtual future: Finding the virtue in virtual accounts
Some of the world’s biggest multinationals are only just getting to grips
with how virtual accounts can benefit their collections. So what exactly
is a virtual account and how can this product be applied internationally?
Some corporates are already starting to adopt a virtual account
structure, in which collections are channelled via one bank account
and virtual IBANs are used to identify each payee. What centralisation
advantages can this bring? How does it help companies to reconcile
their collections? How could this structure bring benefits to a large
conglomerate or to a smaller business?
Mariko Yashiro, Cash Management, F. Hoffmann-La Roche,
Switzerland
16:20 Ready, steady, start-up: Finance in the fast lane
New technology is stretching business in unexpected directions. Global
companies such as Uber, Airbnb or eBay have based their business
models on mobile, satellite and payment technologies – and a whole
host of companies in Turkey are also breaking new ground. They are
small, innovative and growing quickly. What are their financial and
treasury considerations and what can bigger companies learn from the
innovative use these companies make of technology? Business start-ups
take risks and evolve in a fast-paced environment. They are small enough
to react quickly to change. Can they demonstrate new ways of working?
Nevgül Bilsel Safkan, CEO, KlikSA, Turkey
17:00 Conference closes
Chaired by: Dr. Riza Kadilar, Senior Country Manager Representative for Turkey, NATIXIS, Turkey
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5. With a consolidated asset size of around USD 94 billion as of 2014 year-
end, strong and extensive national distribution network comprising close
to 1000 branches and around 16,500 employees, Akbank is one of the
most valuable companies in Turkey in terms of its market capitalization.
Founded in 1948, Akbank is also “the Most Valuable Banking Brand in
Turkey”according to the“Brand Finance - Banking 500“ report for the third
consecutive year.
In addition to its core banking activities, Akbank offers a wide range of
corporate, commercial, SME, consumer and private banking services as
well as cash management and foreign trade. The bank conducts overseas
operations through its subsidiaries in Germany (Akbank AG) and Dubai
(Akbank Dubai Limited) along with a branch in Malta.
Akbank’s robust capital, low leverage, high level of liquidity and effective
risk management policy constitute its pillars of strength and support the
Bank’s profitable growth. Akbank’s local subsidiaries are Ak Securities, Ak
Asset Management and Ak Lease.
Since its inception, Akbank continuously reviews and upgrades its
operations, technology and business processes to ensure the sustainability
ofitsstakeholder’swelfare.Implementingitscorporatesocialresponsibility
activities to create sustainable value, Akbank significantly contributes to
the further progress of the society through the diverse projects such as
culture arts, education, entrepreneurship and environment which it
undertakes and supports.
HSBC Turkey, operating in Turkey since 1990, provides services in Retail
Banking and Wealth Management, Commercial Banking, Global Banking
and Markets and Private Banking. In line with its strategy to become the
preferred leading international bank in Turkey, HSBC Turkey offers a full
spectrum of financial services to its customers through 311 branches and
digital banking channels as of 3Q2014. HSBC Group, as one of the world’s
largest banking and financial services organisations, provides services in
74 countries and territories with nearly 6200 offices in Europe, Asia-Pacific,
North America, Latin America, the Middle East and Africa.
Official sponsorOfficial lead sponsor
Partners exhibitors
Sponsorship and
exhibition opportunities
There are a limited number of sponsorship
and exhibition opportunities available.
If you have products or services to offer
corporate treasurers and finance directors,
then this is the ideal opportunity.
Please email Susan Christopherson at
susanchristopherson@eurofinance.com
or give her a call on +44 (0)7717 704 262.
Media partners
Exhibitors
Global sponsor Official PR Agency Official publication

6. Registration form
Cash, Treasury Risk Management in Turkey
20-21 April 2015, Istanbul, Turkey
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course at any time due to circumstances beyond their control. Hotel accommodation: Hilton Istanbul Bosphorus,
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have to mention they are attending the EuroFinance Conference on 20-21 April 2015. As availability is limited, we
recommend you reserve your room as soon as possible. Cancellation terms: Receipt of this signed booking form
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